DogGo Case Study

UX/UI Designer and Researcher

Project Duration
10 weeks

Figma – InVision – Miro

Starting with research and finishing with a high fidelity interactive prototype, this case study outlines my 9 steps of UX design behind the creation of a mobile app for dog owners.


Step 1:
Secondary Research

I gathered information from online resources directed at dog owners in order to understand what current issues exist. Themes from forums, articles as well as free statistical data shone a spotlight on canine health issues. Is this where a digital intervention could help?


of owners don’t know about correct nutrition for their dog.


of owners were unaware that some common traits indicate underlying canine health conditions.


known genetic disorders can affect dogs.

Step 2:
User Interviews

I followed up my secondary research with scripted telephone interviews. Interviewing 8 British dog owners revealed deeper insight and the most candid, up to date information from my predefined target audience. My results showed that although owners were aware of canine health issues, a more pressing concern centered on socializing.

“I thought that owning a dog would help me to meet more people but since the pandemic that hasn’t been the case”
— Interviewee A

“My rescue dog isn’t always the easiest to get on with, we have to plan introductions carefully”
— Interviewee D

Step 3:
Justifying Design Decisions

To structure the objectives of the design project, I used my research findings to build up the following 4 resources. Using these resources as a blueprint meant that the user would be the driving force behind all design decisions- every choice would be made as a direct response to their needs. These documents also aided me in justifying design decisions when presenting this project to senior designers.


Bringing the users to life through detailing their behaviours, motivations, needs and pain points.


Exploring a day in the life of a user to identify specific instances where a design intervention could be of service.

User Stories

Voicing the wants and needs of users in a way that can be translated into design tasks.

Task Flows

Creating a digital step by step process that depicts the user’s journey through a task.

Step 4:
Sketches and Wireframes

The previous activities allowed me to pinpoint what the experience should be. The following digital experience matched the highest number of user stories and acted as a foundation for others:

A map and pin based application with which users can view and share dog walking location information.

I transformed this concept into basic sketches and then interactive wireframes. This enabled early user testing, giving the opportunity for rapid iterations before the design became more complex.

A notepad lying on a table by a laptop showing pen and paper sketches of mobile screens.
Task flow sketches
Young cheerful woman sitting on a bench at home using her mobile and laptop. Her pug is next to her on the colourful blanket.

Step 5:
User Testing

2 rounds of scripted testing were conducted with 10 participants. Quantitative data was collected on the usability of particular features through set tasks relating to viewing and adding pins to the map. Qualitative data was also gathered via dialogue with participants led by open ended questions regarding the overall experience of using the app.

Step 6:

Test data was analysed and results were translated into tasks ordered by impact and effort thus producing a priority matrix. This visualisation of design tasks helped in ordering my workflow and explaining how I was managing my time.

The result was a mid fidelity interactive prototype ready for a brand injection, a small part of which is shown below.

6 mid fidelity mobile prototype screens

Step 7:
Style Guide

Step 8:
Responsive Design

Hands holding tablet device with app on the screen.

I considered the needs of users who may prefer a larger visual for map use. My tablet design allows for a more expansive view.

Mockup of the marketing website on a desktop screen.

The fictional marketing site allowed me to revisit my personas and create a responsive desktop/mobile experience that spoke to their needs.

App on a tablet screen with keyboard.

To move forwards with the design I began drafting additional features in line with my user stories such as this chat feature for planning meet ups.

Step 9:
Reflections and Next Steps


I learnt how to design for others, regardless of my personal preferences. I may be a dog owner but I’m not the user!


People have such varied needs! Thankfully, multiple rounds of user testing helped to understand and prioritize them.


More testing. How do users respond to the UI in the latest prototype?