Design Lead, Product Management

Pawmates

Pawmates

"Brilliant job revitalizing and breathing new life to my platform, and even my overall brand!"

Colin Jarvis Gaum, Founder, Pawmates

Design Lead, Product Management

Pawmates

"Brilliant job revitalizing and breathing new life to my platform, and even my overall brand!"

Colin Jarvis Gaum, Founder, Pawmates

3 Month

3 Month

Roadmap period

Roadmap period

150%

150%

Increase in user retention

Increase in user retention

15

15

Screen Redesigns

Screen Redesigns

Opportunity 🐾

Where is the Opportunity for
this startup?

Opportunity 🐾

Pawmates is the leading platform for pet owners to network. The platform has strong potential for above-industry-average conversions due to a highly engaged demographic.

Goal

Where is the Opportunity for
this startup?

Goal

Deliver a reinvigorated user experience with tactical interaction points for users, better user flows. All under a unified UI that represents the brand experience.

Approach

As part of Pawmates' 4-person team, I implemented Agile methodologies to drive rapid development while using various KMS to measure for desired performance results.

  • SVMZ

  • WORK

  • THINKINGS

  • CONTACT

Purchase

Framer Templates

By Ademar Rodrigues

Available for work

Sven M.

Product Designer at Google

@IGhandle

+44 1234 987465

thisismyemail@gmail.com

  • SVMZ

  • WORK

  • THINKINGS

  • CONTACT

Purchase

Framer Templates

By Ademar Rodrigues

Available for work

Sven M.

Product Designer at Google

@IGhandle

+44 1234 987465

thisismyemail@gmail.com

Discovery

Discovery

Pawmates' inconsistent UI design is hampering user engagement. A cohesive design system will enhance user experience and drive platform growth.

  • Jenny

  • Alex

  • Gigi

  • Nanour

  • Goal

    Create memories

  • Goal

    Connect to a group

  • Goal

    Socialize their dog

  • Goal

    Find good treats

  • JBTD

    Connect with fellow pet owners

  • JBTD

    Find a dog sitter

  • JBTD

    Connect with group of Pug owners

  • JBTD

    Explore the Map for Parks

  • Pain Point

    Anxious Dog

  • Pain Point

    Work Schedule

  • Pain Point

    Lack of Breed Knowledge

  • Pain Point

    Lack of Navigation

  • Occupation

    DJ

  • Occupation

    Bartender

  • Occupation

    Analyst

  • Occupation

    Teacher

1 Month of User Research

JBTD + User Persona Hybrid

JBTD + User Persona Hybrid

A parallel approach to using User Personas and Jobs-To-Be-Done helped map use cases & informed a qualitative 5 Whys analysis.

Research

Research

Using 5 Whys and Jobs-To-Be-Done frameworks, I analyzed core users' emotional needs and technical requirements. From here I began to formulate "How Might We's" from the 5 Whys'.

15 User Testers

Avg. 3x tests per user.

6

Competitor Analysis using full JBTD

18

AGILE stories created & 2 Epics

Key Metrics for success

Key Metrics for success

Before A/B Testing I defined Success Metrics using HEART by Google:

  • Primary : Engagement ⭐️ (MUST IMPROVE)

  • Secondary : Feature Adoption ⭐️ (SHOULDN'T DECREASE)

  • Guard : User Retention ⭐️ (MUST NOT DECREASE)

Let's connect!

If you have an idea, I want to talk to you!

Let's connect!

If you have an idea, I want to talk to you!

Develop

Taking an AGILE approach, a 3 Month Roadmap was devised with internal stakeholders. Each sprint we measured successful designs in A/B tests.

📱 A/B Testing

📱 A/B Testing

Non-guided testing of hi-fi prototypes in groupings of users & non-users.

Benchmark: JBTD results, Mixpanel User Actions

Deliverable

"His designs are impeccable and clean, along with the proper brand strategy to match. Brilliant job revitalizing and breathing new life to my platform, and even my overall brand!"

Colin Jarvis Gaum, Founder, Pawmates

  • H.E.A.R.T. Testing Results

    This comprehensive improvement demonstrates not just design execution, but strategic thinking and business impact - key qualities in successful product design.

    Happiness

    14%

    Engagement ⭐️

    25%

    Adoption ⭐️

    45%

    Retention ⭐️

    39%

    Task Success

    21%

    Total Success

    26%

  • Industry Context

    For the business stakeholders, 25.6% improvement represents a potential reduction in user acquisitions by 25.6%. In context, this represents a stronger product-market fit.

    5-10%

    Avg. industry improvements

    from redesigns

    26%

    Pawmates

    Redesign

    Success

    Accomplished

    by a Lean

    team of

    4

  • Pawmates
    Design System

    Design Tokens for development, scalable for IOS & Android.

    Case Study Coming Soon!

    85+

    Components

    16

    Molecules

    8

    Atoms

    Accomplished by a Lean team of

    4

  • H.E.A.R.T. Testing Results

    This comprehensive improvement demonstrates not just design execution, but strategic thinking and business impact - key qualities in successful product design.

    Happiness

    14%

    Engagement ⭐️

    25%

    Adoption ⭐️

    45%

    Retention ⭐️

    39%

    Task Success

    21%

    Total Success

    26%

  • Industry Context

    For the business stakeholders, 25.6% improvement represents a potential reduction in user acquisitions by 25.6%. In context, this represents a stronger product-market fit.

    5-10%

    Avg. industry improvements

    from redesigns

    26%

    Pawmates

    Redesign

    Success

    Accomplished

    by a Lean

    team of

    4

  • Pawmates
    Design System

    Design Tokens for development, scalable for IOS & Android.

    Case Study Coming Soon!

    85+

    Components

    16

    Molecules

    8

    Atoms

    Accomplished by a Lean team of

    4

⛷️

Acquired Skills & Knowledge

  • Creating a Design System, with fully operable Design Tokens and Semantics allows me to better operate with technical teams.

  • Implementing Agile operations at a small company in order to achieve grand results while maintaining efficiency.

🤩

Highlights

  • Connecting in a remote team connecting with the work culture.

  • Watching my designs achieve success in the market.

🤔

What would I do different?

Identifying objective & subjective requirements of User Personas and Jobs-To-Be-Done was helpful. However, running in parallel didn't afford focus on either, performing a JBTD study before creating Personas would preserve an unbiased research roadmap.

Let's connect!

If you have an idea, I want to talk to you!

Let's connect!

If you have an idea, I want to talk to you!

Let's connect!

If you have an idea, I want to talk to you!