PRODUCT DESIGN CASE STUDY
Floof is a concept app designed to help pet owners find and book trusted local services with greater confidence.
Created as the capstone of a product design bootcamp, the project covered user research, journey mapping, interaction design, visual design and reusable interface systems.
OUTCOME
Research identified trust as the central challenge. The final concept used existing connections, trusted recommendations and clearer provider information to make discovery and booking feel more reassuring.
BOOTCAMP CAPSTONE PROJECT
Floof is a concept app designed to help pet owners
find and book trusted local services with greater confidence.
Created as the capstone of a product design bootcamp, the project covered user research, journey mapping, interaction design, visual design and reusable interface systems.
OUTCOME
Research identified trust as the central challenge. The final concept used existing connections, trusted recommendations and clearer provider information to make discovery and booking feel more reassuring.
DISCOVERY
DEFINING THE PROBLEM
How might we help dog and cat owners find reliable pet services quickly and confidently?
USERS
Dog and cat owners
DISCOVERY
DEFINING THE PROBLEM
How might we help dog and cat owners find
reliable pet services quickly and confidently?
USER PERSONAS
Research findings were synthesised into two lightweight personas representing different needs, behaviours and attitudes towards trust.
USER PERSONAS
Research findings were synthesised into two lightweight personas
representing different needs, behaviours and attitudes towards trust.
CORE JOURNEY MAPPING
The core journey was mapped from onboarding and discovery through to booking and communication.
CORE JOURNEY MAPPING
The core journey was mapped from onboarding
and discovery through to booking and communication.
✸ LOW-FI WIREFRAMES
Early low-fidelity screens were created to give the concept structure and translate the core journey into an interface.
✸ LOW-FI WIREFRAMES
Early low-fidelity screens were created to give the concept
structure and translate the core journey into an interface.
EXPANDING THE EXPERIENCE
The initial user flow was developed in more detail, mapping additional decisions, edge cases and interactions across the core journey.
EXPANDING THE EXPERIENCE
The initial user flow was developed in more detail, mapping additional
decisions, edge cases and interactions across the core journey.
✸ HIGH-FI WIREFRAMES
The wireframes were developed at a higher fidelity, with greater attention to hierarchy, mobile patterns and interaction design.
✸ HIGH-FI WIREFRAMES
The wireframes were developed at a higher fidelity, with greater attention to hierarchy, mobile patterns and interaction design.
REFINING THE DETAILS
The flow was used as a working map to resolve remaining logic, edge cases and gaps in the experience.
REFINING THE DETAILS
The flow was used as a working map to resolve
remaining logic, edge cases and gaps in the experience.
✸ COMPLETING
THE WIREFRAMES
Missing screens were added and existing wireframes refined into a more complete and consistent end‑to‑end experience.
✸ COMPLETING THE WIREFRAMES
Missing screens were added and existing wireframes refined
into a more complete and consistent end‑to‑end experience.
BRAND AND VISUAL
DEVELOPMENT
An initial brand identity was created to contextualise the product, establish a visual tone of voice and set the direction for the interface.
BRAND AND VISUAL
DEVELOPMENT
An initial brand identity was created to contextualise the product, establish a visual tone of voice and set the direction for the interface.
VISUAL RESEARCH
Pet brands, illustration systems and digital products that balanced friendliness with credibility were explored.
Neobanks were a useful reference for combining approachable branding, clear interfaces and strong trust signals.
VISUAL RESEARCH
Pet brands, illustration systems and digital products
that balanced friendliness with credibility were explored.
Neobanks were specifically useful references.
Their products demonstrate how approachable branding,
clear interfaces and strong trust signals can make
unfamiliar digital services build trust and utility at their core.
BUILDING THE BRAND
Five brand principles were defined from
the research and used to develop a starter brand toolkit that included logos, icons, typography, and icon/illustration styles.
BUILDING THE BRAND
Five brand principles were defined from
the research and used to develop a starter brand toolkit that included logos, icons, typography, and icon/illustration styles.
BUILDING THE BRAND
Five brand principles were defined from the research and used to develop a starter brand toolkit that included logos, icons, typography, and icon/illustration styles.
MAKING IT FEEL REAL
The identity was applied to real-world collateral to test whether the brand remained consistent beyond the interface. This helped establish the visual tone and voice before applying the system across the product.
MAKING IT FEEL REAL
The identity was applied to real-world collateral to test whether the brand remained consistent beyond the interface. This helped establish the visual tone and voice before applying the system across the product.
VISUAL DESIGN
The wireframes were translated into a cohesive interface by introducing the illustration and icon systems, identifying recurring UI patterns and consolidating them into reusable components.
Several review rounds helped remove
inconsistencies and improve the core flows.
VISUAL DESIGN
The wireframes were translated into a cohesive interface by introducing the illustration and icon systems, identifying recurring UI patterns and consolidating them into reusable components.
Several review rounds helped remove
inconsistencies and improve the core flows.
DESIGN SYSTEM
DESIGN SYSTEM
SHAPING EXPERIENCE
Research shaped the brand principles and defined the flows, UX and copy. Each decision was tested against those principles: does it reinforce them, and does it address a surfaced unmet need?
SHAPING EXPERIENCE
Research shaped the brand principles and defined the flows, UX and copy. Each decision was tested against those principles: does it reinforce them, and does it address a surfaced unmet need?
FINAL LEARNINGS
SYSTEMISE
EARLIER
Components, tokens and variables make iteration faster and help maintain consistency as a product develops.
ACCESSIBILITY
FIRST
Personality should support usability, not compete with it. Colour, contrast and decorative patterns need to be considered as part of the system from the beginning.
PRIORITISE THE
CORE JOURNEY
It is easy to expand a concept too quickly. The strongest decisions came from staying focused on the key problem of trust and the moments that mattered most within the booking journey.
CONNECT
RESEARCH
→ DESIGN
The project highlighted areas for further development, particularly advanced prototyping, interactive components, conditional logic and scalable design systems.
FINAL LEARNINGS
SYSTEMISE
EARLIER
Components, tokens and variables make iteration faster and help maintain consistency as a product develops.
ACCESSIBILITY
FIRST
Personality should support usability, not compete with it. Colour, contrast and decorative patterns need to be considered as part of the system from the beginning.
PRIORITISE THE
CORE JOURNEY
It is easy to expand a concept too quickly. The strongest decisions came from staying focused on the key problem of trust and the moments that mattered most within the booking journey.
CONNECT RESEARCH → DESIGN
The project highlighted areas for further development, particularly advanced prototyping, interactive components, conditional logic and scalable design systems.
FINAL LEARNINGS
SYSTEMISE EARLIER
Components, tokens and variables make iteration faster and help maintain consistency as a product develops.
ACCESSIBILITY FIRST
Personality should support usability, not compete with it. Colour, contrast and decorative patterns need to be considered as part of the system from the beginning.
PRIORITISE THE CORE JOURNEY
It is easy to expand a concept too quickly. The strongest decisions came from staying focused on the key problem of trust and the moments that mattered most within the booking journey.
CONNECT RESEARCH → DESIGN
The project highlighted areas for further development, particularly advanced prototyping, interactive components, conditional logic and scalable design systems.
PHEW! THAT WAS A LONG JOURNEY... THANKS FOR MAKING IT TO THE END.
