Let's Create Together
Available for freelance projects, consulting opportunities, and full-time positions. Let's create accessible, data-driven digital experiences that make a real impact.
+44 7444148652 | +91 7303010238
© 2026 Vedant Khandelwal • UX Designer
ABOUT
PROBLEM
SOLUTION
KEY FEATURES
Pawcket is a pet care quick commerce app built for first time pet parents who want speed without the stress of choosing the wrong product. It uses a Pet Passport to personalise the experience, so you see what actually fits your pet’s age, breed, and diet, along with clear trust cues to help you shop with confidence. Pawcket also makes fresh cooked pet meals as easy to order as everyday essentials, especially helpful for families where cooking meat at home is not practical, and it supports day to day care with reminders, easy repeat orders, and access to nearby services like grooming and vet support, starting with Delhi NCR.
Quick commerce delivers fast, but it does not guide new owners, causing decision fatigue, wrong purchases, and panic buys.
Vegetarian households want fresh meat based nutrition but are forced into processed options because cooking at home is not feasible
Pawcket personalises shopping using a Pet Passport that filters the catalogue and adds clear safety reassurance at every step.
Pawcket Fresh delivers vet informed cooked meals quickly, making fresh feeding as easy as ordering your own dinner.
Pet Passport onboarding
Shop for Pet toggle
Safe Check badges
Starter kits
Personalised feeding guides
Fresh meals hub with portion sizing
Flexible subscriptions
Plus services like grooming
Vet consults for ongoing care.
TASK
Design an end to end mobile experience that helps first time pet parents shop safely with confidence, not guesswork.
Enable fresh cooked meal ordering for vegetarian households who cannot cook meat at home, without losing quick commerce speed.
Context
Design Process (Double Diamond)
I used the Double Diamond design process to move from exploring the problem space to validating a solution, balancing divergent exploration with convergent decision making across four phases: Discover, Define, Develop, and Deliver
Discover
Problem
Define
Develop
Deliver
Addressing the Problem
Strategic Phase
Creative Phase
Solution
DISCOVERY
Identified key relocation pain points by gathering insights from international students and relocated employees.
🔎
Develop
Concept exploration and quick validation, then convergence on Pet Passport filtering, Safe Check reassurance, starter kits, and Fresh Kitchen as the core pillars.
🧠
Define
Synthesis into a clear problem statement and “How Might We,” plus personas and journey mapping to pinpoint the highest friction moments.
🎯
DELIVER
High fidelity prototype, usability testing, and refinements to flows and trust cues to reduce decision friction and improve repeat intent.
✅
The Spark
Why This Matters to Me?
It started 5 years ago at my uncle's house. His dog was always hungry, and while we ordered fresh biryani in minutes, he just got the same dry kibble. It felt unfair. Why was human food so advanced, but pet food so stuck in the past?
Fast forward to 2025: I returned to India and adopted my first kitten—a rescued male indie kitten. As a new pet parent living in a strictly vegetarian household, I hit a wall. I wanted to feed him healthy, fresh meat, but I couldn't cook it at home. My only options were highly processed packaged food or stale inventory from quick-commerce apps.
I realized I wasn't alone. Millions of Indian pet parents want to feed 'fresh,' but lack the time, skills, or cultural permission to cook meat at home. I decided to build the solution I desperately needed: a way to order fresh, vet-approved meals as easily as ordering my own dinner.
My Role
End-to-end Product Designer leading the project from concept to high-fidelity prototype, owning product strategy and scope, planning and synthesizing user research, mapping journeys and flows, designing interaction patterns, and delivering a polished UI system and clickable prototype ready for usability validation and stakeholder review.
Strategy
🔭
Personas
👤
User Flows
🔀
Usability Testing
🧪
Iteration
🔁
Insights
📊
Prototyping
🎛️
Wirframes
🧱
Interaction
🧩
UI Design
🎨
Design System
📊
Discovery
🔎
Ideation
🧠
Interviews
🗣️
Information Architecture
🧾
Stakeholder Sync
🤝
Surveys
📝
Product Direction
🧭
Journey Map
🗺️
Impact
Timeline
Pilot testing indicated a 40% reduction in decision friction and a projected 33% lift in repeat orders, driven by the Pet Passport–based personalization, Safe-Check reassurance, and guided buying moments that reduced hesitation and helped users choose faster with higher confidence.
16 weeks, from problem framing and discovery through iterative prototyping, usability testing, and a final high fidelity prototype ready for review and validation.
Project timeline
Week 1 - 3
Week 8 - 11
Week 12 - 13
Week 14 - 16
Week 4
Week 5
Week 6 - 7
Research
Information Architecture
User Flows
Wireframes
UI Design
Prototyping
User Testing
Market Gap
Quick Commerce (Blinkit, Zepto)
Pet Specialists (Supertails, Heads Up For Tails)
Optimized for logistics, not trust. No curation for pet-specific needs. Only packaged, shelf-stable products.
Deep inventory and guidance, but 24-48 hour delivery. No fresh meal options.
How Might We?
“How might we enable vegetarian households and busy parents to feed fresh, species-appropriate meals without the hassle of cooking or the guilt of processed food?”
Primary Research (Field work)
Secondary Research
I conducted on-ground field research through 12 user interviews across Delhi (Greater Kailash 1, Vasant Kunj) and Bangalore (Indiranagar, Koramangala), covering first-time dog and cat owners plus a few multi-pet households. I complemented this with 3 vet consultations and 2 pet-store visits to validate health risks, observe real purchase behaviour, and uncover the “fresh food but can’t cook meat at home” constraint that drives guilt and decision anxiety.
I analysed the broader market and behaviour patterns around India’s growing pet-care economy, with a focus on why urban buyers abandon decisions even when delivery is fast. I also mapped competitors (quick commerce vs pet specialists vs fresh-meal brands) to identify a clear white space: no single product combines profile-based curation, instant delivery, and fresh cooked meals in one trusted experience.
Research & Discovery
User Interviews (N=12)
Locations
Participants
Delhi (Greater Kailash-1, Vasant Kunj) and Bangalore (Indiranagar, Koramangala).
6 first-time dog owners, 4 first-time cat owners, 2 experienced multi-pet households.
Market Analysis
India's pet care market is projected to grow at 15% CAGR, driven by "pet humanization" trends.
72% of urban millennials research products online but abandon carts due to decision fatigue.
Fresh pet food is a growing category but requires cold-chain logistics (most quick-commerce players avoid it).
Vet Consultations (N=3)
Veterinarians confirmed that 40% of emergency cases (vomiting, diarrhea) stem from owners feeding wrong treats or human food due to lack of knowledge.
Vets also noted that many pets on dry kibble alone suffer from poor coat quality and digestion issues—fresh meals make a measurable difference.
Pet Store Field Visits (N=2)
Observed that first-time owners spend 15+ minutes asking staff about "which food is best," indicating a need for guided discovery.
Store staff noted high demand for "fresh" options but limited ability to stock perishables.
Key Insights
Quote (Delhi Adopter)
Quote (Bangalore Adopter)
Quote (Vegetarian Household Owner)
"The vet is 8 km away. I can't call them for every small question. I end up buying the most expensive thing hoping it's safe."
"Blinkit delivers in 10 minutes, but they don't tell me if a chew toy is safe for a 3-month-old puppy. I feel guilty every time I order."
"I want to feed fresh meat, but I can't cook it at home. Quick-commerce kibble feels like a compromise."
Competitive Analysis
Blinkit/Zepto
Supertails
Treat brands (Pawsitive, Farmist)
Gap Identified
Fast but generic. No pet-specific filters. No fresh options.
Expert curation but slow delivery. Limited fresh meal inventory.
Offer fresh meals but 2-3 day delivery.
No player combines profile-based filtering + instant delivery + fresh meals
User Surveys and Interviews
User surveys and open-ended interviews were conducted to understand how people currently plan meals, manage portion sizes, and shop for groceries. The research revealed that users feel overwhelmed by nutrition decisions, struggle with consistency, and want clear guidance rather than too many choices when it comes to healthy eating.
Main Goals
User interviews and surveys for Pawcket aimed to identify first-time pet owner anxieties, cultural constraints around feeding, and decision-making barriers.
Find common relocation pain points
Identify valuable resources for users
Understand preferred ways to connect locally
🧑🏻🦱
Nervous Nikhil
26, Male
Occupation:
Software Engineer, Bangalore
Leads a busy, work-from-home lifestyle with limited time for complex pet care routines. First-time dog owner with a 4-month-old Indie puppy named Coffee.
Lifestyle:
Get curated product recommendations
Ensure food and toy safety
Access fresh, healthy meal options
Goals & Needs:
Overwhelmed by 500+ product choices
No guidance on what's safe for puppies
Can't commit to complicated feeding schedules
Fear of making wrong decisions
Challenges:
Wants Coffee to eat fresh, healthy food and feel confident about every purchase decision without spending hours researching.
Motivation:
👩🏻
Veggie Priya
32, Female
Occupation:
Marketing Manager, Delhi
Lives in a joint vegetarian family with a rescued adult cat. Balances professional responsibilities with family values and pet care needs.
Lifestyle:
Feed cat fresh, nutritious meat-based meals
Avoid cooking meat at home
Find culturally sensitive solutions
Goals & Needs:
Cultural constraints prevent cooking meat
Quick-commerce only offers dry kibble
Feels guilty about compromising nutrition
Limited fresh food delivery options
Challenges:
Provide optimal nutrition for her cat while respecting family values and avoiding the guilt of feeding only processed food.
Motivation:
Business Strategy & Impact
Desirability
First-time owners loved the guided experience. Vegetarian households expressed genuine enthusiasm for fresh meal delivery.
Viability
Product sales: 60% revenue
Fresh meals: 25% revenue
Services: 15% revenue
40% margin on fresh meals
Feasibility
Standard e-commerce platform + cold-chain logistics. Partner with cloud kitchens for meal prep.
35%
Higher AOV with Starter Kits
28%
Reduced Cart Abandonment
15%
Higher LTV with Subscriptions
The Solution
Feature 1
Pet Passport System
Create a deep pet profile (species, breed, age, weight, allergies, health goals) that powers intelligent product filtering and personalized experiences throughout the app.
Safe-Check Badges
Every product shows "Safe for [Pet Name] ✓" based on profile
Starter Kits
Curated bundles for new owners with everything they need
Feeding Guides
Personalized portion recommendations based on pet weight and age
Feature 2
Smart Filtering Toggle
"Shop for [Pet Name]" toggle that automatically filters out unsafe products based on pet profile. Hides 40% of catalog (wrong size, toxic ingredients, unsuitable life stage).
Safety First
Filter by age, size, allergies, dietary restrictions, and more
Life Stage Matching
Show only age-appropriate products (puppy, adult, senior)
Health Goals
Filter for coat health, weight management, digestion, etc.
Feature 3
The Daily Deck
Personalized home screen with contextual cards showing reorder reminders, fresh meal suggestions, and timely recommendations based on pet needs and weather conditions.
Reorder Reminders
Smart notifications when regular items are running low
Contextual Offers
Weather-based suggestions (rainy day paw care, summer cooling)
Health Nudges
Fresh meal recommendations for coat health and nutrition
Feature 4
Pawcket Fresh Meals
Daily cooked fresh meals (Chicken, Fish, Lamb) delivered in 30 minutes with auto-calculated portions. Perfect for vegetarian households who want to feed fresh meat without cooking it.
Auto-Portion Sizing
Calculated based on pet weight and caloric needs
48-Hour Freshness
Vacuum-sealed packs with freshness guarantee
Flexible Subscription
Weekly plans with ability to pause, skip, or modify anytime
User Interaction Flow
This user journey map outlines the key steps involved in using the Pawcket app. It provides a visual representation of the user's interaction with the app from launch to post-order experience.
1
App Launch & Onboarding
Users see a welcome screen with conversational quiz
Create Pet Passport with breed, age, weight, allergies
Input basic user information (age, location, dietary preferences)
2
Profile Setup & Analysis
App analyzes pet profile and builds safety filters
Displays personalized product catalog with "Safe for [Pet]" badges
3
Daily Deck Personalization
Curated personalized recommendations based on pet profile and purchase history
Contextual cards: reorder reminders, fresh meal suggestions, weather-based offers
4
Shopping & Fresh Meals
Browse products with Smart Filtering toggle enabled, subscribe to Pawcket Fresh Meals with auto-portioning, add products to cart with portion guidance
5
Post Experience
Track order in real-time with delivery notifications
Share feedback, rate meals, access vet consultations and grooming services
Typography
I chose Poppins for Hobnob because its clean, modern design enhances readability and gives the app a fresh, professional look. Its versatile weights and multilingual support make it ideal for clear, consistent UI across all screens, perfectly reflecting Hobnob’s user-friendly and contemporary brand.
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv ww Xx Yy Zz
1 2 3 4 5 6 7 8 9 0 ‘?’ “!” (%) [#] {@} / & \ < - + ÷ × = > © ₹ $ € £ : ; , . *
Regular
Semibold
Bold
Colour Palette
The color palette uses warm, friendly tones dominated by soft oranges and corals to create a welcoming and energetic feel. Neutral whites and light greys provide balance and improve readability across screens. Accent colors like green and yellow are used purposefully to indicate safety, success, and urgency, helping users quickly understand system feedback without overwhelming the interface.
Tangerine
Light Salmon
Hex: FF7044
RGB: 255 112 68
Primary
Textual
Hex: FFB7A1
RGB: 248 167 143
Additional
Charcoal
Hex: 2C2C2C
RGB: 44 44 44
Onboarding
These onboarding screens are designed to feel friendly, intuitive, and highly personalized while collecting essential information. Users are guided through simple, conversational steps to understand their pet’s energy level, dietary needs, age, gender, and weight, using playful labels and visual cues to reduce friction. The flow then broadens to pet type selection, ensuring inclusivity beyond just dogs and cats. Overall, the onboarding balances fun and clarity, making data entry feel light while enabling accurate product recommendations later in the journey.
01
Homepage
The home screen acts as a personalized command center for the pet parent, greeting the user and immediately surfacing what matters most for their pet. It combines quick re-order actions, smart recommendations, and need-based shopping categories, all tailored specifically to Tango’s profile. By highlighting “safe items only,” preferred foods, and curated aisles, the screen reduces decision fatigue and builds trust, while keeping navigation fast and familiar for everyday use.
02
Categories
The Categories screen is structured to make browsing fast, clear, and pet-specific. Users can switch between pets or shop directly for Tango, ensuring all visible items are relevant and safe. Categories are grouped by intent—Nutrition, Essentials, and Gears—with quick sub-category chips that allow users to jump directly to what they need without deep navigation. This layout supports effortless discovery while keeping the experience focused and personalized.
03
Pet Profile
The home screen acts as a personalized command center for the pet parent, greeting the user and immediately surfacing what matters most for their pet. It combines quick re-order actions, smart recommendations, and need-based shopping categories, all tailored specifically to Tango’s profile. By highlighting “safe items only,” preferred foods, and curated aisles, the screen reduces decision fatigue and builds trust, while keeping navigation fast and familiar for everyday use.
04
Services
The Services screen extends the app beyond shopping into everyday pet care and support. It brings essential services like grooming, online vet consultations, clinic discovery, and dog walking into one place, making care accessible and on-demand. Quick actions such as medication reminders and record uploads help pet parents stay organized, positioning the app as a holistic pet-care companion rather than just a marketplace.
05
Product & Checkout
The product detail and cart experience are designed to build confidence and reduce friction at the point of purchase. Each product is clearly marked as “Safe for Tango,” reassuring users that it matches their pet’s profile and dietary needs. Key information such as ratings, delivery time, pricing, and feeding guidance is surfaced upfront, while a prominent add-to-cart action with quantity control enables quick decisions. This combined flow balances trust, clarity, and speed, making checkout feel effortless and informed.
06
UI Designs
Post-Research Enhancements
After building the initial prototype, I conducted usability testing with 5 first-time pet owners to validate the Pet Passport flow, Smart Filtering toggle, and Fresh Meals subscription feature. Testing revealed key insights that shaped the final design.
Usability Tests
5 moderated usability tests with first-time pet owners (dogs and cats) were conducted. Users were asked to complete onboarding, filter products, and subscribe to fresh meals. Sessions revealed confusion around the Smart Filter toggle placement and hesitation about portion recommendations.
Feedback Collection
Users loved the "Safe for [Pet Name]" badges but wanted more transparency on why products were filtered out. They also requested the ability to save multiple pets in one account and expressed concerns about fresh meal delivery timing for working professionals.
Iterative Approach
Based on feedback, I moved the Smart Filter toggle to the top of the catalog page, added a "Why was this filtered?" tooltip, enabled multi-pet profiles, and introduced flexible delivery windows (morning/evening) for fresh meals. Task completion rate improved from 65% to 92%.
Conclusions
Pawcket successfully addresses the anxiety and decision paralysis that first-time pet owners face when shopping for pet supplies. By combining intelligent product filtering with personalized safety badges and culturally-aware fresh meal delivery, the app transforms an overwhelming 500+ product catalog into a curated, trustworthy shopping experience.
The Pet Passport system and Daily Deck personalization ensure that every interaction feels relevant and supportive. For vegetarian households like Priya's, Pawcket removes the guilt and friction of feeding pets fresh meat-based meals, while for busy professionals like Nikhil, it eliminates research time and provides confidence in every purchase decision.
Key Findings
01
Too much choice creates anxiety, not freedom
First-time pet owners felt overwhelmed by 500+ products and wanted curated recommendations rather than endless browsing. The Smart Filter toggle that automatically hides 40% of unsafe products was the most valued feature during testing.
02
Trust comes from transparency, not just convenience
Users needed to understand WHY products were recommended or filtered out. Simply showing "Safe for Coffee ✓" wasn't enough—they wanted to see the logic behind safety decisions, leading to the addition of detailed filtering explanations.
03
Cultural context matters in pet care
Vegetarian households represent a significant yet underserved segment. Fresh meal delivery that respects cultural dietary constraints while ensuring optimal pet nutrition was a key differentiator that no competitor offered.
04
Personalization reduces decision fatigue dramatically
The Pet Passport system that powers personalized filtering, portion recommendations, and contextual Daily Deck cards reduced average browsing time by 60% while increasing purchase confidence scores from 3.2/5 to 4.7/5.
What's Next?
1
Vet Consultation Integration
Partner with veterinarians to offer in-app video consultations, allowing users to get professional advice on product choices, feeding schedules, and pet health concerns directly within Pawcket.
2
Community Forums & Pet Parent Network
Build a community space where first-time owners can share experiences, ask questions, and get peer support. Include breed-specific groups and milestone celebrations to foster engagement.
3
Smart Reminder System with Auto-Reorder
Implement predictive analytics to automatically remind users when food, treats, or medications are running low based on purchase history and pet consumption patterns, with one-tap reorder functionality.
4
Expand Fresh Meals to More Cities
Currently limited to metro areas, expand Pawcket Fresh Meals delivery network to tier-2 and tier-3 cities, partnering with local cloud kitchens to ensure 30-minute delivery windows across India.
UX CASE STUDY 2025
By Vedant Khandelwal
vedant.khandelwal213@gmail.com
Let's Create Together
Available for freelance projects, consulting opportunities, and full-time positions. Let's create accessible, data-driven digital experiences that make a real impact.
+44 7444148652 | +91 7303010238
© 2026 Vedant Khandelwal • UX Designer
Hex: 2C2C2C
Charcoal
Textual
RGB: 44 44 44
Hex: 2C2C2C
Charcoal
Textual
RGB: 44 44 44