Pet Science, Personalized
Just Right by Purina had an established personalized dog food subscription product, but the user experience was inconsistent and didn’t fully convey the premium, customized value it promised. We collaborated with the team at Guidea to reimagine this premium dog food brand. We set out to:
OUR STRATEGY
User Research
The user research phase of the project was led by Guidea and which was a the qualitative research phase that combined user interviews and concept testing. We interviewed a diverse mix of pet owners (e.g., “Healthy Delighters” and “Devoted Balancers”), representing different demographics, dog breeds, and food philosophies.
VISUAL DIRECTION TESTING
Sacrificial Concepts
We combined laddering interviews to uncover users’ deeper motivations around pet health and nutrition with sacrificial concept testing, where participants reacted to three deliberately distinct styles—R (warm, casual, human connection), S (scientific, structured, data-driven), and V (playful, humorous, youth-oriented).
Through comparison activities with the current experience, we gathered feedback on brand tone, visual style, gaps in value communication, and how personalization and subscription benefits were perceived.
Concept One - Nutrition Expert
Concept Two - Fun Variety
Concept Three - Pet Connection
Design Principles
The findings from the research phase of the project led to five guiding principles for the next design phase
Applying the Research
Armed with clear user insights and five guiding design principles, we reimagined the Just Right experience from the ground up. Every decision — from information hierarchy to tone of voice — was anchored in what users told us they needed most: confidence in the science, visible customization, reduced stress, and a sense of premium quality without intimidation.
Design System & Multi-Platform Delivery
We delivered a robust UI Kit including color system, typography, brand guidelines, and reusable components. Paired with click-through prototypes, this system gave stakeholders and engineers a clear, tangible vision of the product. The kit was optimized for both mobile and desktop web apps, enabling seamless implementation across platforms and ensuring the design could scale with future iterations.
