Beeline
Pawfect Bites
Pawfect Bites
A mobile app for school transportation through carpooling and bus routes
A mobile app for school transportation through carpooling and bus routes
A mobile app for school transportation through carpooling and bus routes
School transportation shouldn't be a daily struggle filled with safety concerns and logistical headaches. I designed this experience to empower parents and students to easily discover carpooling opportunities and access reliable bus route information, building community connections while simplifying the journey to school.
School transportation shouldn't be a daily struggle filled with safety concerns and logistical headaches. I designed this experience to empower parents and students to easily discover carpooling opportunities and access reliable bus route information, building community connections while simplifying the journey to school.
Industry :
Transportation
Timeline :
4 weeks
Role :
Product Designer
UX Researcher
UI Designer
Information Architect
Visual & Branding
Tools :
Figma
FigJam
Adobe Illustrator
Adobe Photoshop
CHALLENGE
Busy parents and students struggle to efficiently manage school transportation needs due to lack of accessible,
up-to-date bus route information and secure platforms for organizing carpools with other families.
CHALLENGE
Busy parents and students struggle to efficiently manage school transportation needs due to lack of accessible,
up-to-date bus route information and secure platforms for organizing carpools with other families.
"How might we bridge the gap between public school transportation and community-driven carpooling solutions?"
"How might we build confidence in school transportation choices by prioritizing safety, reliability, and convenience in one platform?"
GOAL
Pawfect Bites is a responsive, desktop-first experience that clearly communicates ingredient safety, makes customization joyful
and simple, and builds trust through clean UI and a friendly brand voice.
GOAL
Pawfect Bites is a responsive, desktop-first experience that clearly communicates ingredient safety, makes customization joyful
and simple, and builds trust through clean UI and a friendly brand voice.
RESEARCH
I gathered insights through informal interviews and planned surveys to understand pet owner's challenges,
preferences and behaviors when choosing allergy-friendly treats.
RESEARCH
I gathered insights through informal interviews and planned surveys to understand pet owner's challenges,
preferences and behaviors when choosing allergy-friendly treats.
Interviews and surveys revealed that trust, ingredient clarity and simplicity drive decision-making
for allergy-conscious dog owners.
COMPETITIVE AUDIT
To better understand user needs and identify opportunities for differentiation,
I conducted a SWOT analysis of competitor platforms and allergy-friendly pet treat brands.
COMPETITIVE AUDIT
To better understand user needs and identify opportunities for differentiation,
I conducted a SWOT analysis of competitor platforms and allergy-friendly pet treat brands.
KEY FINDINGS
• Most competitors lack detailed allergen breakdowns on product pages
• Filtering by specific sensitivities is rarely supported
• Customization options are limited, often restricted to
fixed subscription bundles
KEY FINDINGS
• Most competitors lack detailed allergen breakdowns on product pages
• Filtering by specific sensitivities is rarely supported
• Customization options are limited, often restricted to
fixed subscription bundles
KEY FINDINGS
• Most competitors lack detailed allergen breakdowns on product pages
• Filtering by specific sensitivities is rarely supported
• Customization options are limited, often restricted to
fixed subscription bundles
USER PERSONAS
USER PERSONAS
USERS' FRUSTRATION HIGHLIGHTS
USERS' FRUSTRATION HIGHLIGHTS
• Overwhelmed by too many options and unfamiliar terms.
• Time-consuming to research and compare safe treats.
• Allergy-friendly treats are often too expensive.
• Lack of trust due to hidden allergens and unclear labelling.
USER FLOWS
Creating user flows for each persona helps map out their journey, ensuring their needs are met
while providing a clear path to achieve their goals.
USER FLOWS
Creating user flows for each persona helps map out their journey, ensuring their needs are met
while providing a clear path to achieve their goals.
KEY OPPORTUNITIES
Research findings and user flow analysis uncovered
several key design opportunities :
• Personalized treat recommendations
• Clear ingredient breakdowns
• Allergen filters to simplify browsing
• Affordable bundles to balance quality & cost
KEY OPPORTUNITIES
Research findings and user flow analysis uncovered
several key design opportunities :
• Personalized treat recommendations
• Clear ingredient breakdowns
• Allergen filters to simplify browsing
• Affordable bundles to balance quality & cost
KEY OPPORTUNITIES
Research findings and user flow analysis uncovered
several key design opportunities :
• Personalized treat recommendations
• Clear ingredient breakdowns
• Allergen filters to simplify browsing
• Affordable bundles to balance quality & cost
CREATING THE BRAND
Clean • Modern • Joyful • Informative • Intuitive
I wanted the brand to feel fun yet reliable and to highlight the brand’s pet-centric focus, the chosen logo design balances
playfulness and clarity by incorporating a custom paw symbol into the letter “A”.
CREATING THE BRAND .
Clean • Modern • Joyful • Informative • Intuitive
I wanted the brand to feel fun yet reliable and to highlight the brand’s pet-centric focus, the chosen logo design balances playfulness and clarity by incorporating a custom paw symbol into the letter “A.”, The color palette was designed to evoke trust, calm, and clarity. Muted tones of deep midnight and warm oat establish a clean and dependable foundation, while a soft dusty rose adds a gentle touch of personality.
CREATING THE BRAND
Clean • Modern • Joyful
Informative • Intuitive
I wanted the brand to feel fun yet reliable and to highlight the brand’s pet-centric focus, the chosen logo design balances
playfulness and clarity by incorporating a custom paw symbol into the letter “A”.
The color palette was designed to evoke trust, calm, and clarity. Muted tones of deep midnight and warm oat establish a clean
and dependable foundation, while a soft dusty rose adds a gentle touch of personality.
CREATING THE BRAND .
Clean • Modern • Joyful • Informative • Intuitive
I wanted the brand to feel fun yet reliable and to highlight the brand’s pet-centric focus, the chosen logo design balances playfulness and clarity by incorporating a custom paw symbol into the letter “A.”, The color palette was designed to evoke trust, calm, and clarity. Muted tones of deep midnight and warm oat establish a clean and dependable foundation, while a soft dusty rose adds a gentle touch of personality.
DEEP MIDNIGHT
DEEP MIDNIGHT
#2C3E50
#2C3E50
DUSTY ROSE
DUSTY ROSE
#D9A5B3
#D9A5B3
WARM OAT
WARM OAT
#F9F1E9
#F9F1E9
WHITE
WHITE
#FFFFFF
#FFFFFF
SAGE LEAF
SAGE LEAF
#A8BFA0
#A8BFA0
VISUAL CONSISTENCY
I developed a design system to ensure consistency across high-fidelity designs and performed contrast checks to maintain accessibility.
VISUAL CONSISTENCY
I developed a design system to ensure consistency across high-fidelity designs and performed contrast checks to maintain accessibility.
DESIGNING THE EXPERIENCE
I focused on four main features which correlated with the goals of the two user personas.
DESIGNING THE EXPERIENCE
I focused on four main features which correlated with the goals of the two user personas.
TAKE THE QUIZ
Rather than relying solely on filters or ingredient tags, I designed a quiz to guide users toward the right choice through a conversational, step-by-step experience.
TAKE THE QUIZ
Rather than relying solely on filters or ingredient tags, I designed a quiz to guide users toward the right choice through a conversational, step-by-step experience.
TAKE THE QUIZ
Rather than relying solely on filters or ingredient tags, I designed a quiz to guide users toward the right choice through a conversational, step-by-step experience.
WHY?
Provides a friendly, step-by-step way to help users navigate options.
Feels more like a conversation than a product search.
Reduces cognitive load and decision fatigue.
IMPACT
Helps users feel confident and supported in choosing the right treat, especially if they're new or unsure.
Streamlines the decision-making process, improving clarity and increasing the likelihood of conversion.
Personalized treats recommendation
This final page delivers a personalized treat recommendation based on the dog’s profile. Designed to build trust, reinforce safety, and encourage confident conversion.
Personalized treats recommendation
This final page delivers a personalized treat recommendation based on the dog’s profile. Designed to build trust, reinforce safety, and encourage confident conversion.
Clear ingredients breakdown
Key ingredients are surfaced upfront, building trust and helping users make quick, confident decisions.
Clear ingredients breakdown
Key ingredients are surfaced upfront, building trust and helping users make quick, confident decisions.
Affordable bundles
Curated treat bundles offer better value without compromising on safety, quality, or simplicity.
Affordable bundles
Curated treat bundles offer better value without compromising on safety, quality, or simplicity.
Allergen filters
Intuitive filters allow users to instantly sort treats by common allergens.
Allergen filters
Intuitive filters allow users to instantly sort treats by common allergens.
USABILITY TESTING
I conducted two rounds of usability testing, to validate both the functionality and purpose of the Pawfect Bites platform.
While the first test with lo-fi prototype helped us resolve core usability issues:
• Quiz steps tracker
• Improving selection usability
• Clarifying add-to-cart flow
After resolving the issues in the first round, the second test with hi-fi prototype uncovered another new insight:
• Making allergen filters move intuitve
USABILITY TESTING
I conducted two rounds of usability testing, to validate both the functionality and purpose of the Pawfect Bites platform.
While the first test with lo-fi prototype helped us resolve core usability issues:
• Quiz steps tracker
• Improving selection usability
• Clarifying add-to-cart flow
After resolving the issues in the first round, the second test with hi-fi prototype uncovered another new insight:
• Making allergen filters move intuitve
USABILITY TESTING
I conducted two rounds of usability testing, to validate both the functionality and purpose of the Pawfect Bites platform.
While the first test with lo-fi prototype helped us resolve core usability issues:
• Quiz steps tracker
• Improving selection usability
• Clarifying add-to-cart flow
After resolving the issues in the first round, the second test with hi-fi prototype uncovered another new insight:
• Making allergen filters move intuitive
DESIGN ITERATION RESULTS
DESIGN ITERATION RESULTS
ROUND 1 - Quiz Steps Tracker
“It would be nice to see a progress tracker at the top that tells me how many steps are left
or where I am in the whole process (ex 2 out of 4 steps left).”
ROUND 1 - Improving Selection Usability
"It seemed like it could have been easier to select Bailey's favorite recipe. I had to click
on the very small selection box in the top corner. I figured it out, but this could be simpler."
ROUND 1 - Clarifying Add-to-Cart Flow
Users were unsure how to add their recommended treat to the cart from the quiz results page and wanted clearer confirmation when an item was successfully added—highlighting a need for stronger visual cues and more intuitive interaction.
ROUND 2 - Making Allergen Filters More Intuitive
Based on user feedback around confusion and option overload, the allergen filters were simplified into clearer categories with visual icons to reduce overwhelm and improve scanability,
ROUND 1 - Quiz Steps Tracker
“It would be nice to see a progress tracker at the top that tells me how many steps are left
or where I am in the whole process (ex 2 out of 4 steps left).”
ROUND 1 - Improving Selection Usability
"It seemed like it could have been easier to select Bailey's favorite recipe. I had to click
on the very small selection box in the top corner. I figured it out, but this could be simpler."
ROUND 1 - Clarifying Add-to-Cart Flow
Users were unsure how to add their recommended treat to the cart from the quiz results page and wanted clearer confirmation when an item was successfully added—highlighting a need for stronger visual cues and more intuitive interaction.
ROUND 2 - Making Allergen Filters More Intuitive
Based on user feedback around confusion and option overload, the allergen filters were simplified into clearer categories with visual icons to reduce overwhelm and improve scanability,
ROUND 1 - Quiz Steps Tracker
“It would be nice to see a progress tracker at the top that tells me how many steps are left
or where I am in the whole process (ex 2 out of 4 steps left).”
ROUND 1 - Improving Selection Usability
"It seemed like it could have been easier to select Bailey's favorite recipe. I had to click
on the very small selection box in the top corner. I figured it out, but this could be simpler."
ROUND 1 - Clarifying Add-to-Cart Flow
Users were unsure how to add their recommended treat to the cart from the quiz results page and wanted clearer confirmation when an item was successfully added—highlighting a need for stronger visual cues and more intuitive interaction.
ROUND 2 - Making Allergen Filters More Intuitive
Based on user feedback around confusion and option overload, the allergen filters were simplified into clearer categories with visual icons to reduce overwhelm and improve scanability,
ROUND 1 - Quiz Steps Tracker
“It would be nice to see a progress tracker at the top that tells me how many steps are left
or where I am in the whole process (ex 2 out of 4 steps left).”
ROUND 1 - Improving Selection Usability
"It seemed like it could have been easier to select Bailey's favorite recipe. I had to click
on the very small selection box in the top corner. I figured it out, but this could be simpler."
ROUND 1 - Clarifying Add-to-Cart Flow
Users were unsure how to add their recommended treat to the cart from the quiz results page and wanted clearer confirmation when an item was successfully added—highlighting a need for stronger visual cues and more intuitive interaction.
ROUND 2 - Making Allergen Filters More Intuitive
Based on user feedback around confusion and option overload, the allergen filters were simplified into clearer categories with visual icons to reduce overwhelm and improve scanability,
RESPONSIVE DESIGNS
RESPONSIVE DESIGNS
KEY LEARNINGS
Working on Pawfect Bites deepened my understanding on how thoughtful UX can make decision-making easier—especially when it comes to a pet’s health. The guided quiz and clear ingredient info helped build trust, while small details like confirmation cues and simplified filters made a big impact.
KEY LEARNINGS
Working on Pawfect Bites deepened my understanding on how thoughtful UX can make decision-making easier—especially when it comes to a pet’s health. The guided quiz and clear ingredient info helped build trust, while small details like confirmation cues and simplified filters made a big impact.
WHAT I'D EXPLORE NEXT
WHAT I'D EXPLORE NEXT
Build a mobile-first version to support
on-the-go users.
Allow users to save favorites to support quicker
repeat purchases.
Expand alternate user flows like
quick reordering.
Expand alternate user flows like
quick reordering
Include a 'Create an account' step after treats recommendation page to allow users the choice to create an account instead of automating it.
