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Consumer Marketplace · Pet Care · Product Design

Wag

Pet care marketplace helping pet owners connect with trusted caregivers for walking, boarding, daycare, training, and everyday pet services.

Wag on a laptopWag on a phone
RoleProduct Designer
YearMay 2018 to Dec 2019
PlatformiOS · Android · Web
01

Introduction

I worked across Wag’s mobile and web experiences, designing clearer paths for pet owners to discover care options, understand services, and book with confidence.

My work included service discovery, homepage hierarchy, navigation, booking entry points, and web experiences across a high traffic consumer marketplace.

02

About this case study

This page highlights selected Wag work across mobile app redesign, service discovery, navigation, booking flows, and cross-platform product patterns.

Because parts of the work were collaborative, this case study focuses on the product areas I contributed to, the user experience problems, and the interface patterns I helped shape.

03

Overview

After Wag launched new services such as daycare and drop-off, those options were not always easy to find in the app, especially for returning users.

I started by redesigning the mobile experience across iOS and Android, focusing on visibility, navigation, and overall usability. After my promotion to Lead Web Designer, I extended that work to web to create a more consistent experience across platforms.

04

The opportunity

Wag had introduced new services, including daycare and drop-off, but those options were not easy for returning users to discover within familiar booking flows.

The opportunity was to make care options more visible and easier to compare without disrupting the simple, trusted experience pet owners already knew.

05

Role

Promoted from Mobile App Designer to Lead Web Designer, expanding ownership across core consumer product surfaces.

  • Led product design across selected iOS, Android, and web experiences.
  • Redesigned homepage hierarchy, service discovery, navigation, and booking entry points.
  • Helped make newer services, including daycare and drop-off, easier to find and understand.
  • Extended mobile patterns into web experiences after being promoted to Lead Web Designer.
  • Contributed to Wag’s first scalable design system.
  • Partnered with product and engineering to ship customer facing updates.
Wag screen
06

Solution and structure

Redesigned the service discovery experience so care options were easier to find and understand.

  1. 1
    Clearer homepage structureSurfaced Wag’s core services and newer offerings in a structure users could quickly scan.
  2. 2
    Improved navigationMade it easier for users to move between services and explore care options.
  3. 3
    Cross-platform consistencyExtended mobile patterns to desktop to create a more consistent experience across platforms.
07

Key product areas

01Mobile homepage redesignImproved hierarchy and service visibility so users could quickly see available care options.
02Service discoverySurfaced services like daycare and drop-off more clearly within the main experience.
03Navigation improvementsRedesigned navigation patterns to support easier exploration across services.
04Booking entry pointsMade it easier for users to move from discovery into booking related actions.
05Desktop consistencyExtended design patterns to desktop so the experience felt more connected across platforms.
08

Design decisions

01Visibility before persuasionA key opportunity was improving visibility and discoverability for services that were already available.
02Respect existing behaviorReturning users already had familiar flows, so the redesign needed to improve discovery without creating confusion.
03Make services scannablePet care options needed to be easy to understand at a glance.
04Mobile first, then cross-platformThe redesign started with mobile and later extended to desktop for consistency.
05Keep the experience friendly and directThe interface needed to feel warm and pet-friendly while still helping users make quick decisions.
09

Outcome and impact

  • Redesigned consumer journeys across mobile and web to improve clarity, discovery, and booking confidence.
  • Helped make additional pet care offerings easier to find within familiar customer flows.
  • Helped turn hidden service offerings into clearer, more discoverable user paths.
  • Contributed to platform growth from 3.5 million to 5 million users.
  • Helped reduce owner cancellations by 49%.
  • Expanded from mobile app design into lead web design across core Wag product surfaces.
  • Contributed to Wag’s first scalable design system.