We4Pets is a mobile app by Pedigree, made for new puppy parents in Thailand and the Philippines. It helps owners build healthy routines from day one — with tips on feeding, training, and caring for their furry companions.
The goal? Happier pets and more confident owners.
Role
- UX Lead Designer
Credits
- Company — Bonsey Jadon
The Challenge
Launching a campaign across Thailand and the Philippines came with real challenges. We had to understand two different markets, respect local culture, and still stay true to Pedigree’s global brand. Remote research made user access tricky, and managing teams across regions meant lots of coordination.
Our main goals:
- Connect emotionally with new dog owners
- Increase digital engagement
- Make a splash during Friendship Day
- All while keeping the experience simple, helpful, and culturally relevant.
The Solution
To get it right, we started with research — lots of it. I led competitive analysis, remote interviews, and focus groups with dog owners in both countries. From this, we built three core personas and focused especially on first-time puppy parents.
We then designed an app experience centered on ease and empathy:
- Custom routines & meal plans based on breed, age, and dietary needs
- Interactive training modules to guide users step by step
- A Free Starter Pack for new pet owners to kick off their journey with confidence
All of this helped us design a thoughtful, localized experience that felt personal and purposeful.
Research & Insights
To shape the app experience, I started with a detailed competitor analysis — reviewing similar apps (even indirect ones) as both a new and returning user. I also dug into App Store and Play Store reviews to understand what users struggled with and what features they valued.
Then, I conducted remote interviews with 10 puppy owners across Thailand and the Philippines, followed by a small focus group. These sessions helped surface common pain points and gave us a clearer view of user needs around training, routines, and emotional connection.
Together with stakeholders, we defined three key personas:
- First-time puppy owner
- Experienced dog owner
- Passionate pet advocate (“more than a dog owner”)
We focused heavily on the first group, designing journeys and features specifically to support them — including a Free Starter Pack to help them care for their puppies from day one.
Problem & Opportunities
New puppy owners need simple, reliable guidance to care for their dogs from day one. The app had to be friendly, trustworthy, and easy to use.
Key user needs:
- Personalized food suggestions
- Activity tracking
- Health reminders
- A safe space for Q&A
I used How Might We questions to spark ideas like:
- How might we help users stick to routines?
- How might we guide them to the right products?
From this, we identified feature opportunities:
- Community forum
- Gamified tasks
- Food calculator based on breed, age, and size
Ideation & Concepts
Once we defined the problem, we moved into ideation — turning insights into real, practical ideas. As a team, we explored every direction: sketching, prototyping, brainstorming, and even throwing out wild ideas to unlock creative thinking.
No idea was off-limits. This phase helped us shape features that were not just useful, but genuinely helpful for new puppy owners.
Wireframes & Flow
High-Fidelity UI Design
Once flows were solid, I designed the main screens using a fun, lively, and slightly playful tone — aiming for a young-adult feel, not too childish. I explored three visual directions, created a basic UI style guide, and built a consistent design system aligned with the Pedigree brand.
We4Pets quickly became a go-to app for new puppy owners in Thailand and the Philippines. Within six months, it reached over 30,000 downloads, with users praising its simplicity and helpful guidance.
- Positive CSAT scores and user feedback
- Improved confidence in pet care
- Healthier, happier dogs thanks to better routines
- Strong engagement from new dog owners