Project:
End-to-End Application
Role:
Sole UX/UI Designer
Timeline:
2 Weeks (4/29/2025 - 5/13/2025)
Project Background
Social media has become an essential tool for self-expression, entertainment, and connection. Platforms like Instagram, TikTok, and Facebook feature a wide range of content—from politics and news to memes and personal updates. While pets frequently appear on these platforms, they’re often buried under unrelated content, making it harder for users to consistently access the joyful, calming experiences they seek through animal posts.
The Problem
While social media offers endless content, most platforms are cluttered with unrelated material. Pet lovers often seek a more focused, joyful feed—without drama or distractions. Existing platforms like Instagram and TikTok feature pets, but there’s no dedicated space to engage just with animals.
Could there be a solution?
You decide!
PawPrints is a niche, pet-only social media app that offers users a joyful escape through heartwarming animal content. Designed for users of all ages who love pets and social media, PawPrints provides a familiar, intuitive experience modeled after platforms like Instagram and TikTok—while offering a space entirely dedicated to pets.
Finished Product
Click the photo to interact with the prototype yourself!
My Design Process
Discovery
Ideation
Design
Testing
Iterations
Reflections
Discovery Phase
My Initial Assumptions:
I hypothesized that many social media users seek a break from overwhelming or inappropriate content in their feeds. Additionally, parents may prefer a platform where they can browse freely without worrying about exposing their children to unsuitable material.
SWOT Analysis
| Company | Strengths | Weaknesses | Opportunities | Threats |
|---|---|---|---|---|
| Petztie | Fully pet-centric app - Unique "no humans allowed" brand identity - Active pet community | Limited researcher base - Lacks robust discovery features | Can grow via influencers and partnerships with shelters or vets | Niche may be too narrow Could be overshadowed by bigger platforms |
| Yummypets | International user base - Comprehensive pet profiles- Multi-language support | Outdated UI - Limited North American presence | Expand into mobile-first markets - Improve UX and design to re-engage users | Stiff competition from mainstream platforms and newer startups |
| Instagram (Pet Accounts) | Massive user base - High-quality content tools-Built-in viralty. | Pet content gets lost in general feed- No community/group tools for pet owners | Pet- Only features or mode brand collaboration tools | Meta could create their own pet-focused product or features |
| Dogster/Catster | Loyal niche readership - Long-standing credibility in pet world | Not a true social app-mostly article-based | Could evolve into a lifestyle/pet social hub | Obsolete model unless modernized |
Competitor Analysis
User Interview Process
Research Goal:
To understand how pet owners currently share pet content online and identify what would make a pet-only social platform valuable and enjoyable.
Participation:
8 people - via mix of phone calls, video chat, and email questionnaire.
Synthesizing User Interviews:
After interviewing these 8 people from unique backgrounds, using FigJam, I made an affinity map to help with the visualization and organization of all the insights and user data I had collected. The goal was to find recurring patterns and uncover the insights that might be shared amongst the group. Each participant was associated with a note of a different color, then the insights were grouped into categories of those recurring insights.
Affinity Map
Key Findings from User Interviews
Results Compared to Hypothesis
User interviews strongly validated both aspects of my hypothesis. Nearly all participants described pet content as a joyful escape from the stress, noise, and negativity of traditional platforms. They actively seek out uplifting, funny, or wholesome pet posts and avoid sad or heavy content — especially when browsing socially to unwind.
Parents and emotionally sensitive users emphasized the value of content that’s safe to enjoy in front of kids or in shared spaces. One participant explicitly mentioned wanting a dedicated pet-sharing platform so she could scroll without worrying about jarring or inappropriate posts. This indicates a clear opportunity for PawPrints to offer a feel-good, emotionally safe space for pet lovers to connect.
Photo and Video Habits
Most users frequently take photos or videos of their pets — often capturing funny or affectionate moments.
These media files typically remain private, stored on phones or shared with close family and friends.
Sharing Behavior:
Private sharing dominates — users prefer texting, group chats, or Instagram Stories over public social posts.
Users are selective with what they share, prioritizing emotional tone and audience over visibility or reach.
Content Consumption:
Users actively consume pet content on platforms like Instagram, TikTok, Reddit — often for joy and entertainment.
There’s a strong preference for funny, heartwarming, or authentic content rather than polished influencer-style posts.
Emotional Response:
Pet content is often seen as a welcome break from negativity online, offering joy, peace, and comic relief.
Some users avoid sad stories, highlighting a desire for emotionally safe, feel-good content.
Privacy and Hesitations:
Users avoid public posting to protect their privacy or avoid unwanted sympathy/judgment.
There’s a desire for controlled visibility — people want to share, but only with specific, trusted audiences.
Engagement with Pet Communities:
Some users are engaged in niche or supportive communities (e.g., paralyzed dog groups, rescue orgs).
Others are passive consumers — enjoying pet content without following or contributing to pet-specific accounts.
Contect and Discovery Needs:
Users often search for specific pet-related content (e.g., trails, calming music, enclosures) but find info scattered.
There's a clear demand for a centralized, pet-focused platform that makes finding and sharing easier.
Opportunities for PawPrints:
Build a low-pressure platform that centers on joy, simplicity, and authentic pet moments.
Enable private, selective sharing and offer content discovery tailored to pet type, mood, or interests.
Quotes from Users
“Honestly, a platform that wasn’t so polished... just quick, real moments would be nice.”
— Steven, 30s Kitchen Manager, Huge Animal Person
“I’m part of a paralyzed pet support group... I’ll post supportive ideas to others in the same situation as me.”
— Becky, mid-40s, Nurse
“Yeah, I searched for hiking trails that are dog-friendly. It was kind of a pain the info was scattered and outdated.”
— Connor , 30s, IT Professional
Personas
Goal Alignment
Important Intersecting Goals:
When users feel comfort and joy, they stay longer, return more often, and share more content—directly benefiting your business metrics.
Simplicity and familiarity in design not only make users happy, but also lower dev overhead and reduce support needs.
The unique identity (pet-only) drives differentiation in the market, supporting both user motivation and business growth.
The Ideation Phase
Point of View Statement
Pet lovers want a calm, joyful space to view, share, and follow pet content without the clutter, ads, or unrelated posts that fill traditional social media feeds.
How Might We Question
How might we create a focused, emotionally uplifting social media space where pet lovers can easily view, share, and follow animal content without the distractions of mainstream platforms?
_
| Priority | Category | Feature | Description |
|---|---|---|---|
| P1: Must-Have | Profiles | User Profiles with Pet Bios | Users create profiles and can add pets with names, photos, and brief descriptions. |
| P1: Must-Have | Content | Post & Share Pet Content | Upload images/videos and write captions to share with friends or publicly. |
| P1: Must-Have | Privacy | Private & Public Sharing Toggle | Control who can see each post: everyone, followers, or invite-only. |
| P1: Must-Have | Community | Commenting & Reacting | Community interaction features like likes, hearts, and comment threads. |
| P1: Must-Have | Discovery | Custom Feed for Pet Content | Algorithmically or chronologically curated feed of pet content only. |
| P1: Must-Have | Discovery | Search & Discovery Tools | Search by pet type, location, hashtags, or needs (e.g., #wheelchairdogs). |
| P2: Nice to Have | Resources | Resource Library & Articles | Curated educational content by pet type or lifestyle (e.g., hiking with dogs, caring for rescues). |
| P2: Nice to Have | Rescue/Partnerships | Rescue/Adoption Partner Integration | Embedded rescue pages, adoptable pet spotlights, and local org promotion. |
| P2: Nice to Have | Content | Story Format (Like IG Stories) | Short, time-limited pet moments: playful, candid, or updates. |
| P2: Nice to Have | Content Creation | In-App Camera with Fun Filters | Creative tools like paw prints, frames, or stickers to make content fun and brand-aligned. |
| P3: Delightful | Profiles | Pet Milestone Tracker | Users can mark birthdays, adoption dates, and growth milestones. |
| P3: Delightful | Community | Mood-based Reactions | Beyond likes—react with "tail wags," "zoomies," or "happy howls." |
| P3: Delightful | Community | Collab Posts with Friends' Pets | Tag a friend's pet in a shared post (e.g., playdate photos). |
| P4: Can Come Later | Monetization | Marketplace for Pet Goods | A space for pet-related goods, either user-sold or affiliate partnerships. |
| P4: Can Come Later | Resources | Vet Directory / Appointment Tools | Local vet recommendations and possible integrations for appointments or advice. |
| P4: Can Come Later | AI/Infrastructure | Advanced Photo AI Sorting & Tagging | Smart tagging for breed, mood, or behavior to organize and surface content. |
Creating a Feature Set
Creating a Sitemap
Creating User Flows
I created a feature set, a clear sitemap, and user flows emphasizing:
Direct access to the feed, upload function, and profiles
Seamless toggling between pets owned and admired
Minimal hierarchy to reduce friction for older and younger users
The Design Phase
Wireframes and Mid-Fidelity Prototype
Initial wireframes prioritized
Direct access to the feed, upload function, and profiles
Seamless toggling between pets owned and admired
Minimal hierarchy to reduce friction for older users
Creating Mid-Fidelity Wireframes
Branding
Values
Joyful Escapism
We believe in providing a peaceful, uplifting refuge from the chaos of everyday social media. Every interaction should spark a smile.
"PawPrints is your daily dose of happiness—one pet at a time."
Connection Through Compassion
We help people bond not only with each other, but with animals. Whether it’s your own pet or one you admire, emotional connection is at our core.
"Built on love for our pets and the joy they bring to the world."
Simplicity That Feels Familiar
Our app should feel effortless and natural, even for those less tech-savvy. We meet users where they are with intuitive design that mirrors what they already know.
"Easy to use, even easier to enjoy."
Safe & Positive Space
PawPrints is a judgment-free zone—no negativity, politics, or performative pressures. It’s just you, pets, and pure contentment.
"No drama. Just dogs, cats, and cuteness."
Celebrate Every Pet
We believe all animals deserve a spotlight—whether they’re famous Instagram pets, shelter rescues, or the family iguana.
"Every pawprint leaves a mark. Every pet has a story."
Sketching the Logo
Creating the Style Tile
PawPrint UI Kit
High-Fidelity Prototype
Using Figma, I developed a visually polished prototype that:
Feels Familiar to social media platform’s in terms of navigation for familiarity
Uses clean, calming tones with strong visual hierarchy
Showcases each pet via dedicated profiles, posts, and saved content
Testing My Designs
Mid-Fidelity Prototype Testing
Participants
6 total: pet owners, app users, and general testers
I Conducted tests via Google Meet while they explored my prototype
Tasks Tested
Browse the home feed and like a post
Navigate to pet and user profiles
Upload a new post
Use the search feature
Key Successes
Intuitive Navigation
5/6 users found the layout familiar and easy to use
“Instagram for pets” was a common and positive comparison
Bottom nav and hamburger menu were well understood
Pet-Centric Value Resonates with Users
All users liked the idea of a dedicated, pet-only space
Described as “light-hearted,” “organized,” and “family-friendly”
Posting Flow
Users correctly identified the “+” button to post
Post flow was mostly smooth, though a few icons lacked clarity
Pain Points and Usability Issues
Ambiguous Icons and Buttons
Confusion over multiple “+” icons (different upload modes)
Paw print icon (like) needed better visual feedback or onboarding
Some users wanted icons or buttons to be labeled or include tooltips
Limited Functionality
Search bar not functional (understood due to Figma limitations, but noted)
Camera and upload buttons were placeholders; caused momentary hesitation
Content Visability
One user noted a video covering bottom nav
Another mentioned confusion with screen format changes (portrait vs. landscape)
Next Steps and Action Items
Clarify icon labels (especially upload & interaction icons)
Implement responsive layout consistency
Begin visual polish on a higher-fidelity version with photos and colors to test visual hierarchy and design theory
High-Fidelity Prototype Testing
Purpose
To evaluate the usability, visual appeal, and intuitiveness of the PawPrints prototype through moderated user tests, simulating typical tasks like browsing, posting, and engaging with pet content.
Tasks Tested
Browse the home feed and like a post
Navigate to pet and user profiles
Upload a new post
Use the search feature
Participants
5 total: pet owners, social app users, aging from 15-65
Pete, Lauren, Mara, Reya, Tug
I Conducted tests via Google Meet
Participants explored and completed tasks on my prototype
Metrics and Goals
Percentage of users who described navigation as intuitive and fluid. Goal: 90%+
Percentage of users who gave positive feedback on color, font, layout. Goal: 85%+
Percentage of users able to complete a post without help or confusion. Goal: 95%+
Percentage of users able to find and use the search feature without assistance .Goal: 95%+
Percentage of users who expressed emotional or enthusiastic response to the app concept. Goal: 80%+
Percentage of users who noticed and praised features (like paw prints, swipe, etc.). Goal: 80%+
Actual Results
100% (All users found the navigation easy and instinctive)
100% (All users complimented visuals, especially font and color palette)
100% (Everyone found the post flow intuitive and smooth)
100% (Search icon and flow were intuitive for all users)
100% (All users expressed joy, excitement, or desire for app to be real)
100% (Paw print likes, swipe nav, and pet-centric UI were praised)
100% (All users completed all tasks independently and quickly)
Key Findings
What Worked
Feed and profiles were praised for clarity and ease
Emotional connection was strong—users enjoyed browsing unknown pets
Upload process was quick and intuitive
Strengths to Double Down On
Emotional resonance with pet-only content
Dedicated pet profiles (even for pets users don’t own)
Familiar social structure kept learning curve low
Iterations Phase
High-Fidelity Prototype Iterations
I improved on my prototype based on user feedback and some of my own critiques of my work.
Here is what changed:
The posting page now functions better and has you prompted to select one of your pets first
On the posting page as well I removed the camera with a plus icon as it was a point of confusion with multiple participants
I finally then went to polish everything, like fixing text sizes, and fixing any broken elements.
I then learned how to improve upon the hamburger menu as the previous prototype had not been working the way I intended it to function. I went back to the drawing board on that component and was very pleased with the results
Old Version
New Version
Old Version
New Version
Reflections
Taking a Look Back at My Work:
This project was an exercise in balancing emotional design with familiar interaction patterns. PawPrints carved a space for joy, nostalgia, and community—without the noise of traditional social media. Designing for a broad age range challenged me to simplify without dumbing down, and validate intuitiveness through testing. I’m proud of how far the product evolved from exploratory research to a fully interactive prototype.
The Next Steps:
Add onboarding screens to explain pet vs. user profiles.
Incorporate micro-interactions (e.g. heart animations).
Partner with a developer to materialize PawPrints into a working app.