UI Web Design
Pure Joy in Every Bite 'FurryTales Pet'
DURATION
3 days, Feb 2025
ROLE
UX/UI Design,
Research, Prototyping
TOOLS
Figma, Photoshop,
Procreate
TEAM
Yelu Song, Ziqian Wu,
Ava Clark, Joseph Kim
BEFORE
AFTER
CLIENT
FurryTales Pet is a gourmet treat brand for cats and dogs, offering small-batch goodies with playful designs on treats.
MISSION
How can we redesign FurryTales Pet’s website to be more intuitive, accessible, and engaging—while strengthening brand consistency and preserving its joyful, playful spirit?
CONTRIBUTIONS
As the designer, I led market research and created icons, illustrations, wireframes, and prototypes to align with the brand’s mission and client needs.
The research, design, and
prototype.
FurryTales Pet’s existing website struggled with usability issues and lacked a cohesive brand identity.
To identify client needs and pain points, we conducted one-on-one meetings, which led us to define three main deliverables.
CHALLENGES
Key issues included inconsistent branding, unclear messaging, lack of a system for custom orders or feedback, and limited visibility of community involvement.
VALUES
Healthy, homemade, creative, and seasonal treats.
GOALS
Improve filtering, add custom and wholesale pages, and enhance playfulness with signature illustrations.
The target audience for FurryTales Pet leaned towards a younger demographic.
Both the client and our design team agreed to shift the website’s direction to feel more fun, light, and playful—better aligning with the tastes and expectations of younger pet owners, influencers, and enthusiasts.
Young Adults (20s - late 30s)
Health-conscious, trend-savvy pet owners looking for unique, customizable treats.
Pet Social Media Influencers
Content creators who showcase their pets online and seek visually appealing, shareable products.
Pet Enthusiasts
Passionate pet lovers who prioritize quality, creativity, and community when choosing pet treats.
To address client needs, our team developed a new site map and visual identity.
VISUAL MOOD BOARD
To define the visual direction, we developed mood boards inspired by social media trends, competitor sites, and the brand’s unique personality.
TYPOGRAPHY MOOD BOARD
Through our research on Pinterest and Behance, we noticed that many modern pet brands favor bold, vibrant typefaces combined with clean, contrasting fonts for balance.
Focusing on the key user needs and translating them into design.
We concentrated on the key areas where the client’s design needed the most enhancement—specifically the product page, subscription pop-ups, value proposition, and FAQ section, then created wireframes to bring the design to life.
The icons were illustrated to create a warm friendly image to the website.
Illustrations by Yelu Song
To ensure the design, we gathered feedback from diverse perspectives through user testing.
We conducted user testing with a dog owner, representing our target audience, and a graphic designer, offering a design-focused perspective. Their feedback highlighted opportunities to improve layout, typography, and color alignment, which guided refinements that enhanced the site’s overall visual consistency.
Through research, design, and prototyping, meet the new FurryTale Pets.
I learnt to design efficiently and collaboratively under tight, agile deadlines.
During this short hackathon, I learned the importance of working under tight deadlines in an agile environment. Redesigning the website in just three days required balancing client meetings, team collaboration, wireframing, and user testing. This experience sharpened my ability to prioritize tasks, make quick design decisions, and deliver clean handoffs that enabled efficient development without compromising quality.
UI Web Design
Pure Joy in Every Bite 'FurryTales Pet'
DURATION
3 days, Feb 2025
ROLE
UX/UI Design,
Research, Prototyping
TOOLS
Figma, Photoshop,
Procreate
TEAM
Yelu Song, Ziqian Wu,
Ava Clark, Joseph Kim
BEFORE
AFTER
CLIENT
FurryTales Pet is a gourmet treat brand for cats and dogs, offering small-batch goodies with playful designs on treats.
MISSION
How can we redesign FurryTales Pet’s website to be more intuitive, accessible, and engaging—while strengthening brand consistency and preserving its joyful, playful spirit?
CONTRIBUTIONS
As the designer, I led market research and created icons, illustrations, wireframes, and prototypes to align with the brand’s mission and client needs.
The research, design, and
prototype.
FurryTales Pet’s existing website struggled with usability issues and lacked a cohesive brand identity.
To identify client needs and pain points, we conducted one-on-one meetings, which led us to define three main deliverables.
CHALLENGES
Key issues included inconsistent branding, unclear messaging, lack of a system for custom orders or feedback, and limited visibility of community involvement.
VALUES
Healthy, homemade, creative, and seasonal treats.
GOALS
Improve filtering, add custom and wholesale pages, and enhance playfulness with signature illustrations.
The target audience for FurryTales Pet leaned towards a younger demographic.
Both the client and our design team agreed to shift the website’s direction to feel more fun, light, and playful—better aligning with the tastes and expectations of younger pet owners, influencers, and enthusiasts.
Young Adults (20s - late 30s)
Health-conscious, trend-savvy pet owners looking for unique, customizable treats.
Pet Social Media Influencers
Content creators who showcase their pets online and seek visually appealing, shareable products.
Pet Enthusiasts
Passionate pet lovers who prioritize quality, creativity, and community when choosing pet treats.
To address client needs, our team developed a new site map and visual identity.
VISUAL MOOD BOARD
To define the visual direction, we developed mood boards inspired by social media trends, competitor sites, and the brand’s unique personality.
TYPOGRAPHY MOOD BOARD
Through our research on Pinterest and Behance, we noticed that many modern pet brands favor bold, vibrant typefaces combined with clean, contrasting fonts for balance.
Focusing on the key user needs and translating them into design.
We concentrated on the key areas where the client’s design needed the most enhancement—specifically the product page, subscription pop-ups, value proposition, and FAQ section, then created wireframes to bring the design to life.
The icons were illustrated to create a warm friendly image to the website.
Illustrations by Yelu Song
To ensure the design, we gathered feedback from diverse perspectives through user testing.
We conducted user testing with a dog owner, representing our target audience, and a graphic designer, offering a design-focused perspective. Their feedback highlighted opportunities to improve layout, typography, and color alignment, which guided refinements that enhanced the site’s overall visual consistency.
Through research, design, and prototyping, meet the new FurryTale Pets.
I learnt to design efficiently and collaboratively under tight, agile deadlines.
During this short hackathon, I learned the importance of working under tight deadlines in an agile environment. Redesigning the website in just three days required balancing client meetings, team collaboration, wireframing, and user testing. This experience sharpened my ability to prioritize tasks, make quick design decisions, and deliver clean handoffs that enabled efficient development without compromising quality.
UI Web Design
Pure Joy in Every Bite 'FurryTales Pet'
DURATION
3 days, Feb 2025
ROLE
UX/UI Design,
Research, Prototyping
TOOLS
Figma, Photoshop,
Procreate
TEAM
Yelu Song, Ziqian Wu,
Ava Clark, Joseph Kim
BEFORE
AFTER
CLIENT
FurryTales Pet is a gourmet treat brand for cats and dogs, offering small-batch goodies with playful designs on treats.
MISSION
How can we redesign FurryTales Pet’s website to be more intuitive, accessible, and engaging—while strengthening brand consistency and preserving its joyful, playful spirit?
CONTRIBUTIONS
As the designer, I led market research and created icons, illustrations, wireframes, and prototypes to align with the brand’s mission and client needs.
The research, design, and prototype.
FurryTales Pet’s existing website struggled with usability issues and lacked a cohesive brand identity.
To identify client needs and pain points, we conducted one-on-one meetings, which led us to define three main deliverables.
CHALLENGES
Key issues included inconsistent branding, unclear messaging, lack of a system for custom orders or feedback, and limited visibility of community involvement.
VALUES
Healthy, homemade, creative, and seasonal treats.
GOALS
Improve filtering, add custom and wholesale pages, and enhance playfulness with signature illustrations.
The target audience for FurryTales Pet leaned towards a younger demographic.
Both the client and our design team agreed to shift the website’s direction to feel more fun, light, and playful—better aligning with the tastes and expectations of younger pet owners, influencers, and enthusiasts.
Young Adults (20s - late 30s)
Health-conscious, trend-savvy pet owners looking for unique, customizable treats.
Pet Social Media Influencers
Content creators who showcase their pets online and seek visually appealing, shareable products.
Pet Enthusiasts
Passionate pet lovers who prioritize quality, creativity, and community when choosing pet treats.
To address client needs, our team developed a new site map and visual identity.
VISUAL MOOD BOARD
To define the visual direction, we developed mood boards inspired by social media trends, competitor sites, and the brand’s unique personality.
TYPOGRAPHY MOOD BOARD
Through our research on Pinterest and Behance, we noticed that many modern pet brands favor bold, vibrant typefaces combined with clean, contrasting fonts for balance.
Focusing on the key user needs and translating them into design.
We concentrated on the key areas where the client’s design needed the most enhancement—specifically the product page, subscription pop-ups, value proposition, and FAQ section, then created wireframes to bring the design to life.
The icons were illustrated to create a warm friendly image to the website.
Illustrations by Yelu Song
To ensure the design, we gathered feedback from diverse perspectives through user testing.
We conducted user testing with a dog owner, representing our target audience, and a graphic designer, offering a design-focused perspective. Their feedback highlighted opportunities to improve layout, typography, and color alignment, which guided refinements that enhanced the site’s overall visual consistency.
Through research, design, and prototyping, meet the new FurryTale Pets.
I learnt to design efficiently and collaboratively under tight, agile deadlines.
During this short hackathon, I learned the importance of working under tight deadlines in an agile environment. Redesigning the website in just three days required balancing client meetings, team collaboration, wireframing, and user testing. This experience sharpened my ability to prioritize tasks, make quick design decisions, and deliver clean handoffs that enabled efficient development without compromising quality.