Ux/Ui Design

Happy Tails

May 2019

The Project

Happy Tails is a Dog Sitting/Walking App. The concept was Uber meets Airbnb meets Rover. The app allows on-demand services for pet sitting/walking services but allowed pet owners the opportunity to view and see ratings/reviews of the person that was going to care for their pet.

Product KickOff Meeting

The purpose of a kickoff meeting is to lay the foundation for a successful project—it’s an opportunity to ensure the stakeholder and the project team are on the same page with the scope, goals, budget, timeline, and everything in between. It’s the in-person 411 of projects.

A kickoff meeting is an opportunity to spark an initial conversation and build a clear roadmap together, with no confusion or mismanaged expectations. With the proper preparation, you can eliminate surprises or gaps in the project management process, preventing headaches and setbacks later on.

Kickoff Meeting

Kickoff Meeting

competitive analysis - Rover

Rover has a very clean UI. Single line icons not heavy on illustrations. Photo heavy site. Lots of Creating an account was easy. After creating your account, you are taken to the onBoarding. It was a few questions about your pet, and you then placed in the application.

Pet Professional Profile

  • Name of Pet
  • Photo of Pet
  • Age, weight, breed

Details about dog

  • Microchip
  • Spayed
  • Get's along with other dogs
  • Get's along with cats

Rover services are

  • Dog Boarding - overnight at a dog sitters house
  • House Sitting - overnight at the dog owners house
  • Drop in-visits (30 mins) - at dog owners home. Checking up on the dog, letting them out for bathroom breaks
  • Doggy Day Care - all day (no overnight stay) at dog sitters house
  • Dog Walking (30 mins) - pet walker comes to your home and walks your pet for 30 mins

Pet Professional Profile

  • Rover pet professionals must submit all personal information and complete a background check before being approved. The process takes 5-7 business days.
  • Profile picture
  • Quote - I'll love your dog like mine

Pet Professional Info

  • Pet Professional lives in the home
  • Has two dogs
  • Fenced in yard
  • Non-smoking household


  • Based on 1-5
  • number of reviews
  • reviews from rover customers and offline customers
  • repeat bookings


  • Services offered by pet professional


  • Rover allows pet professionals to set their own prices

OnDemand Services

Rover does have the option to contact a pet professional for a walk that day. However, you have to send a message to the pet professional and wait to hear back. OnDemand service, where a user can click a tab and view available pet professionals is not available. Rovers core services are more around planned dates and times and not onDemand.


  • I liked how easy Rover was to navigate
  • They offer many services for dog owners, a one-stop shop
  • Rover is a platform where they are giving power to the pet professional
  • They promote and value allowing a pet professional to set their prices and services
  • Rover is a platform where you could go beyond a side hustle and grow your business on the platform


  • They do not offer an OnDemand service.  You must contact a pet professional first and hope they respond within a time frame so you can make a decision
  • When clicking on the calendar for pet professional, there is no response
  • Rover is a platform where they are giving power to the pet professional
  • The calendar does not have legend so as I don’t know what green or blank mean.

competitive analysis - Wag

Wag UI is clean. The website is based on graphics and illustrations . The design and pictures are cute and playful. Once you open the app, you are in the app. You can book an on-demand walk within two clicks. Wags approach is more like Uber, a pool of team members that are dispatched as request come in. The pet owner cannot search or review a pet professional profile or bio.


  • Very quick to get into the experience and book a service. OnDemand process is about two clicks.
  • Playful graphics and illustrations
  • Can schedule for onDemand visit or schedule for future
  • Provide a summary of the walk (Distance, time, bathroom breaks). Location is provided where the dog went to the bathroom.


  • Pet owner cannot view who is coming to let dog out
  • Clicking onDemand still needs a 10min verification. If the request cannot be accommodated, you would have to make other arrangements
  • During peak hours, OnDemand walks can be tough to get

Commonality Between Rover and Wag

  • Services offer certified pet professionals (Background check), identification
  • Sites are playful and colorful
  • Sites are playful and colorful

Happy Tails MVP Release

  • The application will be released on android native (market share of mobile devices)
  • The app is only open to accredited pet professional businesses (Vet clinic, Humane Society, verified business)
  • Happy tails will process payment on the platform
  • Service prices will be set by Happy Tails
  • Service provided will be:
    • 1. Regular walk (30min)
    • 2. Active Walk (1hr)
    • 3. Dog Park Walk (2hr)


An assumption is an informed gues, which might be biased, and which is unproven. Assumptions are everywhere, and they’re often wrong. What’s really useful, then, is calling out assumptions so that we can turn them into falsifiable hypotheses.

In my UX design process, assumptions often come up when we’re critiquing a design mockup. “A user would probably click on that button if it was a different colour,” one of us will say, and another will call out, “That’s a testable assumption.” Excellent! We have a test to run, which means we need a hypothesis.

  • Pet owners have access to WIFI
  • Pet owners love their dog and want the best care and service for them
  • Pet owners are willing to pay for safety and peace of mind
  • Pet owners would like to be notified when pet professional enters home and leaves home
  • Pet owners would want a summary of the visit:
    • Dog went to the bathroom (x) amount of times
    • Distance of walk
    • Duration of walk
    • Water bowl is refilled
    • Would like a picture of their dog at time of visit
    • Would like to review visit and pet walker
    • Want to be able to communicate directly with the pet walker on the platform
    • Pet owners would want to read a bio and see reviews before selecting a pet professional


Brainstorming combines a relaxed, informal approach to problem solving with lateral thinking. It encourages people to come up with thoughts and ideas that can, at first, seem a bit crazy. Some of these ideas can be crafted into original, creative solutions to a problem, while others can spark even more ideas. This helps to get people unstuck by "jolting" them out of their normal ways of thinking.

During brainstorming sessions, people should avoid criticizing or rewarding ideas. You're trying to open up possibilities and break down incorrect assumptions about the problem's limits. Judgment and analysis at this stage stunts idea generation and limit creativity. Evaluate ideas at the end of the session – this is the time to explore solutions further, using conventional approaches.

Early Brainstorm ideas

Brainstorming Session

low-fidelity wireframe

A wireframe is a two-dimensional illustration of a page’s interface that specifically focuses on space allocation and prioritization of content, functionalities available, and intended behaviors. For these reasons, wireframes typically do not include any styling, color, or graphics. Wireframes also help establish relationships between a website’s various templates.

We are in the stage of breaking eggs, flushing out ideas and building off of those ideas. Once we feel comfortable with a sketch, we can move to a low-fidelity prototype. Low-fidelity prototypes allow us to create a straightforward interface to test.

Low Fidelity Mockups

Low Fidelity Mockups

Iteration after Low-Fidelity Wireframe

There are times when there is a certain user task that may not have been accounted for or the task feel uncomfortable. This was a time when I felt the these actions could use some refinement

  • 1. When searching via the search tab and pulling up a list of walkers the user must drill down into individual profiles to see if the walker is available now. Consider adding an icon on search results to show walkers that are available within the hour
  • 2. The summary could be hard to read. Perhaps move to images with numbers to easily scan summary
  • 3. When the user clicks BOOK NOW from pet professional page pet owner is taken to the checkout page. Our core feature is based on OnDemand, Uber, InstaCart, DoorDash, Postmates
  • 4. Our core functionality will be walking onDemand walks. Users will have the option to select the present day to 7 days out. Version 2 will allow for scheduling visits months out
Brainstorming Sketch

Iteration after Low-Fidelity

High-Fidelity Mockup

A high-fidelity prototype usually has a “finished” visual look. It takes everything from the low-fidelity comp and applies the expected visual styling of the end product. It may even be interactive to the point of enabling users to accomplish various tasks by clicking on text links or menu items.

High Fidelity Mockup

Final High Fidelity Mockups

Prototype Video

A prototype video created in Adobe XD.

Prototype created with Adobe XD

Previous Case Study Next Case Study