Kinship
Designing a smoother onboarding for pet parents
Years
2024
Role
Sr. Product Designer
Scope
Strategy, Ideation, UX Design
Kinship
Designing a smoother onboarding for pet parents
Years
2024
Role
Sr. Product Designer
Scope
Strategy, Ideation, UX Design
Kinship
Designing a smoother onboarding for pet parents
Years
2024
Role
Sr. Product Designer
Scope
Strategy, Ideation, UX Design
Challenge
How might we create an onboarding flow that feels welcoming and intuitive, while also helping Kinship capture essential pet data without overwhelming new users?
Challenge
How might we create an onboarding flow that feels welcoming and intuitive, while also helping Kinship capture essential pet data without overwhelming new users?
Challenge
How might we create an onboarding flow that feels welcoming and intuitive, while also helping Kinship capture essential pet data without overwhelming new users?
Solution
I joined the team to help improve the user experience and rethink how we were introducing new pet owners to the app, working on building a less frictional onboarding and adding extra value once they've signed up.
Solution
I joined the team to help improve the user experience and rethink how we were introducing new pet owners to the app, working on building a less frictional onboarding and adding extra value once they've signed up.
Solution
I joined the team to help improve the user experience and rethink how we were introducing new pet owners to the app, working on building a less frictional onboarding and adding extra value once they've signed up.
Outcomes
+25%
Session Time Increase
81%
Onboarding Completion
In the first 6 weeks post-launch, our thoughtful design approach delivered significant improvements across all key metrics:
Outcomes
+25%
Session Time Increase
81%
Onboarding Completion
In the first 6 weeks post-launch, our thoughtful design approach delivered significant improvements across all key metrics:
Outcomes
+25%
Session Time Increase
81%
Onboarding Completion
In the first 6 weeks post-launch, our thoughtful design approach delivered significant improvements across all key metrics:
Project Process
Research
User Personas
Insights
Design
App approach
Design Highlights
Key Flows
Learnings
Iterations & Learnings
Project Process
Research
User Personas
Insights
Design
App approach
Design Highlights
Key Flows
Learnings
Iterations & Learnings
Project Process
Research
User Personas
Insights
Design
App approach
Design Highlights
Key Flows
Learnings
Iterations & Learnings
Project Goals
Main focuses on the project
Frictionless Onboarding
Create a smooth onboarding flow that helps users connect with The Kin's value proposition.
Personalized Pet Profile
Enable personalized pet profiles for content, reminders, and care tracking.
Expert Access
Offer expert access to build trust and brand loyalty with professional support.
Data Enrichment
Encourage data enrichment through playful, non-intrusive interactions.
Project Goals
Main focuses on the project
Frictionless Onboarding
Create a smooth onboarding flow that helps users connect with The Kin's value proposition.
Personalized Pet Profile
Enable personalized pet profiles for content, reminders, and care tracking.
Expert Access
Offer expert access to build trust and brand loyalty with professional support.
Data Enrichment
Encourage data enrichment through playful, non-intrusive interactions.
Project Goals
Main focuses on the project
Frictionless Onboarding
Create a smooth onboarding flow that helps users connect with The Kin's value proposition.
Personalized Pet Profile
Enable personalized pet profiles for content, reminders, and care tracking.
Expert Access
Offer expert access to build trust and brand loyalty with professional support.
Data Enrichment
Encourage data enrichment through playful, non-intrusive interactions.
Research
Go to home
Research
Go to home
Research
Go to home
User Personas
Research
First-Time Pet Parent
Recently adopted their first puppy or kitten. Excited but overwhelmed, looking for guidance on how to care for their new pet.
Interests:
Learning best practices for pet health and training
Finding trustworthy products and services
Busy Professional
Works long hours and wants tools that simplify pet care management. Relies on digital solutions to stay organized.
Interests:
Time-saving solutions and reminders
Connecting with services that fit a busy lifestyle
Experienced Pet Owner
Has had multiple pets over the years. Confident in their knowledge, but still wants to discover new products, tips, and ways to improve their pets’ lives.
Interests:
Exploring new products and advanced care options
Engaging with a like-minded pet owner community
User Personas
Research
First-Time Pet Parent
Recently adopted their first puppy or kitten. Excited but overwhelmed, looking for guidance on how to care for their new pet.
Interests:
Learning best practices for pet health and training
Finding trustworthy products and services
Busy Professional
Works long hours and wants tools that simplify pet care management. Relies on digital solutions to stay organized.
Interests:
Time-saving solutions and reminders
Connecting with services that fit a busy lifestyle
Experienced Pet Owner
Has had multiple pets over the years. Confident in their knowledge, but still wants to discover new products, tips, and ways to improve their pets’ lives.
Interests:
Exploring new products and advanced care options
Engaging with a like-minded pet owner community
User Personas
Research
First-Time Pet Parent
Recently adopted their first puppy or kitten. Excited but overwhelmed, looking for guidance on how to care for their new pet.
Interests:
Learning best practices for pet health and training
Finding trustworthy products and services
Busy Professional
Works long hours and wants tools that simplify pet care management. Relies on digital solutions to stay organized.
Interests:
Time-saving solutions and reminders
Connecting with services that fit a busy lifestyle
Experienced Pet Owner
Has had multiple pets over the years. Confident in their knowledge, but still wants to discover new products, tips, and ways to improve their pets’ lives.
Interests:
Exploring new products and advanced care options
Engaging with a like-minded pet owner community
Audience Insights
Research
First-Time Pet Parent
Needs Clear Guidance
“I just adopted my first cat and I’m not always sure what’s normal or not — I need simple steps to follow.”
Trust Matters
“There are so many products out there. I only want to use what other pet parents or vets recommend.”
Easily Overwhelmed
“Too much information at once makes me anxious. I’d rather get things little by little.”
Busy Professional
Wants Efficiency
“I don’t have time to scroll forever, just give me what I need fast so I can move on.”
Relies on Reminders
“If I don’t get a notification, I’ll probably forget to do it.”
Seeks Convenience
“I like when everything is in one place, less apps, less work.”
Experienced Pet Owner
Respects Their Knowledge
“I’ve had pets for years. I don’t want to be treated like I know nothing.”
Open to Discovery
“Even though I know a lot, I still love learning new tricks or finding new products.”
Community Driven
“I enjoy connecting with other pet owners — it’s nice to share experiences and tips.”
Audience Insights
Research
First-Time Pet Parent
Needs Clear Guidance
“I just adopted my first cat and I’m not always sure what’s normal or not — I need simple steps to follow.”
Trust Matters
“There are so many products out there. I only want to use what other pet parents or vets recommend.”
Easily Overwhelmed
“Too much information at once makes me anxious. I’d rather get things little by little.”
Busy Professional
Wants Efficiency
“I don’t have time to scroll forever, just give me what I need fast so I can move on.”
Relies on Reminders
“If I don’t get a notification, I’ll probably forget to do it.”
Seeks Convenience
“I like when everything is in one place, less apps, less work.”
Experienced Pet Owner
Respects Their Knowledge
“I’ve had pets for years. I don’t want to be treated like I know nothing.”
Open to Discovery
“Even though I know a lot, I still love learning new tricks or finding new products.”
Community Driven
“I enjoy connecting with other pet owners — it’s nice to share experiences and tips.”
Audience Insights
Research
First-Time Pet Parent
Needs Clear Guidance
“I just adopted my first cat and I’m not always sure what’s normal or not — I need simple steps to follow.”
Trust Matters
“There are so many products out there. I only want to use what other pet parents or vets recommend.”
Easily Overwhelmed
“Too much information at once makes me anxious. I’d rather get things little by little.”
Busy Professional
Wants Efficiency
“I don’t have time to scroll forever, just give me what I need fast so I can move on.”
Relies on Reminders
“If I don’t get a notification, I’ll probably forget to do it.”
Seeks Convenience
“I like when everything is in one place, less apps, less work.”
Experienced Pet Owner
Respects Their Knowledge
“I’ve had pets for years. I don’t want to be treated like I know nothing.”
Open to Discovery
“Even though I know a lot, I still love learning new tricks or finding new products.”
Community Driven
“I enjoy connecting with other pet owners — it’s nice to share experiences and tips.”
Design
Go to home
Design
Go to home
Design
Go to home
App Approach
We structured the product into three layered flows that progressively unlocked value:
Brand Intro + Onboarding
Users learn what The Kin is and are welcomed through a soft, modular setup.
Pet Profile + Gamified Data Collection
A quiz-like flow invited users to complete their pet's details in a fun, rewarding way.
Expert Vet Chat
Users could ask questions or get guidance directly from professionals — humanizing the app and offering real support.
App Approach
We structured the product into three layered flows that progressively unlocked value:
Brand Intro + Onboarding
Users learn what The Kin is and are welcomed through a soft, modular setup.
Pet Profile + Gamified Data Collection
A quiz-like flow invited users to complete their pet's details in a fun, rewarding way.
Expert Vet Chat
Users could ask questions or get guidance directly from professionals — humanizing the app and offering real support.
App Approach
We structured the product into three layered flows that progressively unlocked value:
Brand Intro + Onboarding
Users learn what The Kin is and are welcomed through a soft, modular setup.
Pet Profile + Gamified Data Collection
A quiz-like flow invited users to complete their pet's details in a fun, rewarding way.
Expert Vet Chat
Users could ask questions or get guidance directly from professionals — humanizing the app and offering real support.
Onboarding & Pet Profile
A soft, inviting experience that eases users into the app while building a bond with their pet's digital twin. Skippable steps, emotional tone, and progressive disclosure made this approachable.
Onboarding & Pet Profile
A soft, inviting experience that eases users into the app while building a bond with their pet's digital twin. Skippable steps, emotional tone, and progressive disclosure made this approachable.
Onboarding & Pet Profile
A soft, inviting experience that eases users into the app while building a bond with their pet's digital twin. Skippable steps, emotional tone, and progressive disclosure made this approachable.
Gamified Pet Quiz
A fun quiz format that collected deeper data like routines, sensitivities, and needs, all used to personalize future content and care suggestions.
Gamified Pet Quiz
A fun quiz format that collected deeper data like routines, sensitivities, and needs, all used to personalize future content and care suggestions.
Gamified Pet Quiz
A fun quiz format that collected deeper data like routines, sensitivities, and needs, all used to personalize future content and care suggestions.
Expert Vet Chat
Users could connect with licensed vets for tailored advice. The interface mimicked natural conversation and made expert help feel casual and available.
Expert Vet Chat
Users could connect with licensed vets for tailored advice. The interface mimicked natural conversation and made expert help feel casual and available.
Expert Vet Chat
Users could connect with licensed vets for tailored advice. The interface mimicked natural conversation and made expert help feel casual and available.
Learnings
Go to home
Learnings
Go to home
Learnings
Go to home
Iterations and Learnings
Through multiple iterations, I refined the onboarding flow to reduce friction, make interactions more delightful, and build user trust. These changes directly improved completion rates and engagement.
Smarter Flow
We moved the quiz after login instead of onboarding to reduce friction — resulting in a 2× increase in completions.
Smoother Setup
Simplified the pet photo upload, which originally caused drop-off.
Delightful Details
Added playful microcopy ("Tell us about your fur baby 🐶") — which boosted engagement by 15%.
Trust Matters
Learned that access to real humans, even if not always used, significantly increased user trust.
Iterations and Learnings
Through multiple iterations, I refined the onboarding flow to reduce friction, make interactions more delightful, and build user trust. These changes directly improved completion rates and engagement.
Smarter Flow
We moved the quiz after login instead of onboarding to reduce friction — resulting in a 2× increase in completions.
Smoother Setup
Simplified the pet photo upload, which originally caused drop-off.
Delightful Details
Added playful microcopy ("Tell us about your fur baby 🐶") — which boosted engagement by 15%.
Trust Matters
Learned that access to real humans, even if not always used, significantly increased user trust.
Iterations and Learnings
Through multiple iterations, I refined the onboarding flow to reduce friction, make interactions more delightful, and build user trust. These changes directly improved completion rates and engagement.
Smarter Flow
We moved the quiz after login instead of onboarding to reduce friction — resulting in a 2× increase in completions.
Smoother Setup
Simplified the pet photo upload, which originally caused drop-off.
Delightful Details
Added playful microcopy ("Tell us about your fur baby 🐶") — which boosted engagement by 15%.
Trust Matters
Learned that access to real humans, even if not always used, significantly increased user trust.
Thank you for exploring this project :)
Thank you for exploring this project :)
Thank you for exploring this project :)
