Pawpal was my capstone project for the UX Design Diploma at BrainStation. Over ten weeks, I explored ways to reduce empathy fatigue among veterinarians by improving education and communication for pet owners. By keeping users at the centre of the design process, I developed a mobile app to help pet owners feel informed and empowered, starting even before they adopt a pet.
In this case study, I describe how I applied UX research, iterative design, and thoughtful branding to create a simple, trustworthy, and impactful product.
The Problem
The COVID-19 pandemic led to a significant increase in pet ownership, highlighting a growing problem: many new pet owners lacked important knowledge about preventative pet care. Combined with a veterinarian shortage in British Columbia, this created increased pressure on veterinary clinics and contributed significantly to empathy fatigue among veterinary professionals.
Interviews with both pet owners and veterinarians clearly showed that owners desperately needed reliable, accessible information both before and after adopting a pet.
Research & Insights
Through qualitative interviews and extensive desk research, I identified a gap early in the pet care journey. Many pet owners felt unsupported and uninformed right from the outset, long before their first veterinary visit.
This led me to ask:
“How might we better equip pet owners with the knowledge they need to care effectively for their pets?”
My hypothesis was:
“Providing pet owners with a tool to increase awareness and improve communication with veterinarians will reduce empathy fatigue among vets. Success will be measured by a 20% decrease in reported burnout among veterinarians.”
To maintain focus on real user needs, I created detailed personas and experience maps to guide the project.
Design Strategy
My design aimed to balance simplicity, trust, and usefulness. Using insights from research and agile planning methods, I developed a clear, focused user flow that addressed real user needs and behaviours.
Sketching & Early Concepts
Before prototyping digitally, I sketched out the visual structure and interactions. I analysed existing UI best practices from health, education, and pet care apps, which informed my design decisions. Each sketch focused on creating an intuitive, informative, and reassuring user experience.
Prototyping & Testing
With initial sketches in place, I progressed to low-fidelity prototyping, prioritising accessibility, clarity, and ease of use.
Early user tests revealed users struggled to find information about pet ailments. I refined the prototype to simplify information discovery based on these insights.
Further testing highlighted users’ needs around appointment scheduling and accessing appointment history. Using a prioritisation matrix, I improved these features significantly.
Final Product
After iterative prototyping and testing, I developed a thoughtful brand identity to reinforce the app's trustworthiness and empathy.
Wordmark
The Pawpal logo was hand-drawn to create a personal, empathetic connection with users.
Colours & Typography
I chose complementary colours and clean, readable typography to keep the interface simple, approachable, and user-friendly.
Accessibility
Accessibility was central to my design approach. I ensured colour choices met AA contrast standards, with primary interactions meeting AAA standards to support a diverse user base.
Interactive Prototype
The final prototype allowed users to:
Search for common pet ailments.
Review their pet's appointment history.
Modify upcoming appointments.
Receive tailored care tips.
Expanding the Ecosystem
To strengthen Pawpal’s overall impact, I expanded the experience beyond the core mobile app.
I created responsive marketing websites for desktop and mobile that clearly highlighted the app's benefits, building user trust and encouraging downloads:
🔗 Mobile Marketing Site Prototype Link
🔗 Desktop Marketing Site Prototype Link
Additionally, I prototyped an internal interface for veterinarians, allowing them to input notes that directly synced with the owner's app. This reduced repetitive questions during visits and supported continuity of care, enhancing the overall experience for both users and vets.
Summary
Pawpal empowers pet owners by providing timely, reliable information, easing pressure on veterinary staff and helping reduce empathy fatigue. The app’s user-centric design addresses genuine user needs, making pet ownership simpler and more rewarding.
Key Learnings
This project allowed me to deeply explore a significant real-world issue while refining my UX skills. Key lessons included:
Conducting empathetic research with diverse user groups.
Iterative prototyping and testing to enhance usability and value.
Creating a cohesive brand identity to foster user trust.
Developing Pawpal reinforced my belief that thoughtful UX design can meaningfully solve problems, supporting not only users but also professionals who care for them. Behind every digital interaction is a real person striving to do their best; whether a busy pet owner or a veterinarian working in challenging conditions. And ultimately, it's all for the pets. 🐶
