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.

5 –  Results & Impact

Final Deliverables:

  • A strong, cohesive brand identity that reflects Park and Bark’s values.
  • A user-friendly landing page with an optimized booking process.

Impact:

  • Increased brand recognition in the local market.
  • Streamlined customer booking experience.
  • Positive client feedback on the visual identity and website usability.

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