PetAid · Product & Brand Leadership
From rough idea to investor-ready product in 4 months.
PetAid had a big vision for digital veterinary care and a Silicon Valley pitch on the calendar. I turned that ambition into a focused product story, a testable experience and a system the team could keep building on.
The brief
A startup changing direction with no time to drift.
PetAid was moving from a standalone pet health record to a broader veterinary-care ecosystem. The next product had to work for pet owners and vets, make sense to investors, and be ready to demonstrate in four months.
There was no shared design system and no access to the legacy product files. So I did what early-stage work often requires: made the ambiguity visible, cut through it with the team, and built the roadmap from scratch.
The core job was creating enough clarity for everyone to keep moving forward.
What we made possible
One clear story from user need to investor room.
months from an evolving brief to a live, high-fidelity product story.
very different user groups brought together in one coherent experience.
scalable visual system connecting product, website and pitch materials.
The approach
Business first, users close behind, Figma after that.
Align
Clarify the business model, pitch deadline and riskiest assumptions.
Listen
Interview pet owners and vets; map the moments where care turns into a burden.
Prove
Sketch, prototype, test and improve before polishing the full experience.
Systemise
Build reusable foundations so product, marketing and development stay aligned.
One platform, two realities
Make booking feel like care. Give vets their time back.
For pet owners
Booking a first consultation was the most fragile moment. I simplified onboarding, removed avoidable decisions and used reassuring microcopy to make the flow feel human instead of clinical.
For veterinarians
The dashboard prioritised appointments, requests and platform earnings. The principle was simple: show what matters and reduce free phone consultations.
The complete consultation flow
One shared view helped the team see how onboarding, booking and consultation fit together.
From sketch to buy-in
A prototype people could click through and believe in.
Early tests exposed friction while it was still cheap to fix. The final prototype used realistic interactions, microcopy and data logic to demonstrate the experience end to end, and became the centrepiece of the investor pitch.
Vet dashboard walkthrough
The working prototype made the vet experience tangible: from incoming consultation requests and the information needed during a call to simplified paperwork.
Built beyond the pitch
A system that made the next move easier.
Reusable components and variables connected the product, marketing site and landing pages. That meant fewer repeated decisions, faster development handoff and a more credible brand wherever PetAid showed up.
The result
A dev-ready MVP.
I handed over complete, dev-ready designs for the MVP, giving the team a clear foundation for implementation. The founders also used the prototype to pitch across Europe and Silicon Valley, helping bring new stakeholders, investors and grants on board.
Bring your idea into focus