


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.
