I led the end-to-end product, UX, and brand design for UnderWing, spanning user and market research, service design, interaction design, and the creation of the platform’s complete visual identity. This project focused on identifying trust gaps within existing pet care platforms and designing a cohesive, reliable service experience supported by a unified brand and UI system.

Scope of Work

• User & market research
• Persona development
• Problem framing & opportunity identification
• Service design & journey mapping
• UX flows & interaction design
• UI design & visual system
• Brand strategy, naming, and identity design
• Product storytelling & case study documentation

The Challenge

Research revealed that trust is the primary barrier preventing pet owners from adopting or continuing to use app-based pet care services. A major pain point centered around unreliable GPS tracking, which left users feeling anxious about the safety and location of their pets.

Additionally, existing platforms relied on long, high-friction onboarding flows, often requiring 8–12 screens to complete sign-up.

Through market analysis, I also identified a significant gap: bird owners are largely excluded from mainstream pet care apps, despite representing an underserved market of approximately 20.6 million owners in the U.S. Current care options for birds are limited to expensive private boarding services—often costing $800–$1,000 per month in California—with few alternatives for short-term or in-home care.

Strategy & Approach

• Anchored the product strategy around trust, transparency, and reliability
• Elevated GPS functionality by integrating an interactive map as a central, persistent UI element
• Reduced onboarding friction by condensing the sign-up flow to six streamlined screens
• Designed end-to-end user flows that reinforce clarity and confidence at key moments
• Expanded the service model to intentionally include bird care alongside traditional pet services
• Developed a cohesive brand and visual identity that communicates protection, warmth, and dependability

The Outcome

UnderWing is a comprehensive product, service, and brand design concept that demonstrates holistic UX thinking—from research and strategy through brand creation and interface execution. By unifying service design, visual identity, and product experience, the platform reimagines pet care through a trust-first lens and showcases how thoughtful design can drive confidence, usability, and long-term engagement.

The name UnderWing reinforces the brand’s core promise of protection and care, while the refined, tropical-inspired visual system supports a calm, welcoming experience across the entire product ecosystem.