Personalize the noise
Translate breed, age, routine, personality, and health into a useful daily plan.
Product design · Brand identity · Business opportunity
Happy dog.
Confident human.
Wiggles is a personalized dog-care ecosystem that turns the anxiety of first-time ownership into simple routines, rewarding progress, and a healthier bond.
Meet Wiggles ↓
Meet Ansi · brand ambassador · excellent listener
The opportunity
First-time dog owners do not need more advice. They need the right next step.
Young owners often face financial pressure, busy schedules, and a flood of conflicting information. That uncertainty can create anxiety for the owner and inconsistent care for the dog.
I designed Wiggles as a product and business system: personalized guidance builds confidence, playful routines create engagement, and connected services create sustainable revenue opportunities.
Care becomes easier when guidance feels personal, progress feels rewarding, and help feels close.
01Understand the owner
Problem framing
Love was never the issue. Confidence was.
Young dog owners want to do the right thing, but struggle to interpret behavior, create routines, afford care, and know when a concern needs professional help.
How might we help inexperienced young dog owners confidently meet their pet’s unique needs and maintain the best possible mental health?
Primary persona
Emma, 24
Photography graduate student and first-time owner of a four-month-old dog.
“I feel overloaded with care information, worried when my dog is home alone, and unsure how to afford everything she needs.”
Clear prioritiesAffordable supportMental stimulationBehavior reassurance
Make care doable
Break training, enrichment, grooming, and prevention into small repeatable actions.
Reward consistency
Help owners see progress and make the economics of care feel lighter.
02Build a trusted brand
Identity system
A serious care product that never feels clinical.
Wiggles needed enough warmth to reassure nervous owners and enough structure to support health, routines, and commercial services.
Inspired by Ansi’s nose, tongue, and excellent attitude.
The nose curve uses a golden-ratio construction. The tongue and playful Capuche wordmark make the identity memorable, while Poppins keeps product information readable.
Trust · warmth · energy · optimism
03Personalize the plan
Onboarding strategy
Earn relevance before asking for engagement.
Wiggles learns the dog’s breed, age, size, personality, routine, and health concerns so the product can prioritize what matters instead of presenting a generic library.
Product decision
Collect only information that visibly changes the experience. Every onboarding question should lead to better routines, recommendations, reminders, or safety.
04Turn care into a routine
Core experience
A daily care plan, not an endless content feed.
The home experience prioritizes the dog’s current training stage, daily actions, progress, health, and relationships. Deeper libraries remain available without competing with today’s tasks.
Personalized path
Build confidence one week at a time.
Structured plans turn broad goals into sequenced lessons such as bonding, potty training, focus, and basic commands.
Human value
Owners know what to do today.
Product valueProgress creates a reason to return.
Guided enrichment
Show, do, finish.
Videos and illustrated activities cover exercise, training, mental stimulation, and bonding. The interaction favors completion over passive consumption.
Design principle
Make every piece of content lead to an action with the dog.
05Keep help close
Care coordination
Support the everyday without pretending to replace a vet.
Health records, preventative-care reminders, appointments, and vet discovery reduce the chance that important care gets lost in a busy schedule.
Responsible AI opportunity
Interpret behavior, then escalate responsibly.
A natural-language assistant could help owners describe subtle behavior, understand potential causes, and choose a responsible next step. It should clearly distinguish home-care suggestions from issues requiring professional care.
Never diagnoseShow uncertaintyEscalate urgent symptomsConnect to a vet
06Design the business loop
Product-led business model
Better habits create value for dogs, owners, and the business.
The product rewards care consistency with “bones.” Owners can redeem bones for products or apply them toward Wiggit, creating a bridge between engagement and commerce.
01Complete care actions
→02Earn bones
→03Redeem rewards
→04Invest in better care
Connected product · Wiggit
A tracking tag turns the app into a physical service.
Wiggit tracks location, steps, distance, and activity. It gives owners peace of mind while expanding Wiggles beyond content into hardware, subscriptions, and richer personalization.
- Direct hardware revenue
- Optional premium tracking subscription
- Retail and veterinary partnerships
- Reward marketplace commissions
Retention with a purpose
Gamification should reward care, not screen time.
Levels and bones celebrate real-world actions: completing training, maintaining routines, exercising, and supporting the dog’s well-being.
07Measure success
Proposed impact framework
Measure healthier routines and a healthier business.
As a concept, these are validation metrics rather than claimed outcomes.
Owner self-efficacy
Measure confidence interpreting needs and completing care tasks.
Routine completion
Measure training, enrichment, exercise, and preventative-care consistency.
Useful weekly engagement
Measure completed care actions rather than time spent browsing.
Connected conversion
Measure Wiggit, premium services, and marketplace conversion.
Recommended first release
Personalized weekly plan + guided activities + preventative-care reminders.
Validate confidence and routine completion first. Introduce Wiggit and the rewards marketplace after the daily value is proven.
The original product advisor
Designed for first-time owners.
Approved by Ansi.
Wiggles taught me to design the brand, experience, retention model, and revenue opportunity as one connected product.
Explore more work →