Branding and Landing page

Park and Bark is a family-owned mobile pet grooming service in Texas, offering convenient, high-quality grooming at customers’ doorsteps. My role was to develop their visual branding and design the UX/UI for their landing page. The focus was on mobility, trust, and ease of use, ensuring a seamless experience for pet owners to book services effortlessly.

THE PROCESS

1 – Discovery (Understanding the Problem)

Aligns with the «Discover» phase of the Double Diamond & Empathize phase in Design Thinking

Research & Insights:

Conducted a competitive analysis of mobile pet grooming businesses.
Identified key pain points: lack of brand differentiation, complex booking processes, and unclear service offerings.
User interviews or assumptions based on target audience behaviour.
Key Finding: Customers needed a brand that felt personal and reliable, with a website that made booking simple and transparent.

2 – Framing the Problem

Aligns with the phase in the Double Diamond & Design Thinking

Defined the core problem statement:

How might we create a brand identity and online experience that highlights trust, convenience, and ease of use for Park and Bark’s customers?

User personas:

Defined the primary users—busy pet owners who value convenience and personal service.

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Persona 1: The Busy Professional
Name: Emily Carter
Age: 32
Occupation: Marketing Manager
Location: Downtown Austin, TX
Household: Lives in an apartment with her Golden Retriever, Max
Tech Habits: Heavy smartphone user, prefers quick and easy online bookings
Personality: Organized, values convenience, brand-loyal
Needs & Pain Points:

Needs a reliable and stress-free way to groom Max without spending hours at a pet salon.
Prefers a mobile service that can come to her home.
Wants a transparent pricing structure and an easy booking process.

How Park and Bark helps: A seamless booking experience with a clear, mobile-friendly interface and trustworthy branding makes Emily feel confident in choosing the service.

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Persona 2: The Active Family Dad
Name: Jake Thompson
Age: 40
Occupation: Software Engineer
Location: Suburban Austin, TX
Household: Married, two kids, a Labrador (Buddy), and a cat (Milo)
Tech Habits: Uses desktop for work but prefers mobile apps for personal tasks
Personality: Family-oriented, budget-conscious, values safety and reliability
Needs & Pain Points:

Has limited time due to work and family responsibilities.
Needs a pet-friendly, safe, and reliable grooming service for Buddy.
Prefers recurring bookings and a service that works well with his schedule.

How Park and Bark helps: A seamless booking experience with a clear, mobile-friendly interface and trustworthy branding makes Emily feel confident in choosing the service.

3 – Ideation & Strategy

Aligns with the «Develop» phase in Double Diamond & Ideate phase in Design Thinking

Branding Strategy:

Developed a visual identity that conveys warmth, professionalism, and mobility.
Chose colours, typography, and logo elements that reflect a friendly and approachable brand.

UX/UI Strategy:

Created wireframes to map out the user journey, ensuring intuitive navigation.
Designed a booking-first layout to simplify the process.
Focused on mobile responsiveness, given the on-the-go nature of the business.
Create an alternative version which focus on services and complementary addons
Perform an A/B test for both versions: 1. Booking first / 2. Services and addons

4 – Prototyping & Development

Aligns with the «Deliver» phase where we prototype and develop the landing pages.

Development & Iterations:

Create 2 versions of logotypes with palette of colours.
Built an interactive prototype to test usability based on the new identity.
Conducted feedback sessions.
Iterated based on insights—optimized CTA placement, simplified booking flow, improved readability.