Project Overview
Floofy is a multi-platform digital product that I designed and directed as part of my Master’s final project in Digital Art Direction. The goal was to create a veterinary-certified health companion for pets, built to support both pet owners and veterinarians with a reliable, intuitive, and emotionally engaging ecosystem.
This project was entirely managed and produced by me, from research to delivery, and includes:
A client mobile & web app for pet owners to track health, log medication, receive smart coaching, book appointments and chat with an AI assistant ("Dr. Floofy")
A pro mobile & web app for veterinary professionals to manage patient files, appointments, statistics, and client communication
A full set of brand guidelines, including logo, color palette, typography, tone of voice, icons, and illustrations
Internal documentation such as a retrospective plan, team structure, recruitment simulation, timeline, and commercial proposal
I handled all phases of the project, including:
User research & benchmarking
Persona development & user journey mapping
UX flows and high-fidelity UI design in Figma for both versions
Creation of a complete design system
Brand identity design and copywriting strategy
Art direction for print & digital assets
Motion storyboard and direction for the animated app explainer
Project management, including timeline and task planning
Recruitment simulation and definition of internal/external roles
Visual production for launch material, marketing, and UI components
Final mockups, portfolio integration, and project pitch preparation
Floofy was not just a design exercise — it was a full-stack creative direction project, allowing me to demonstrate my ability to build and lead a product vision from idea to launch across multiple mediums, formats, and user types.
My Approach
Floofy was a solo project where I took on the full role of a Digital Art Director, not just a UX/UI designer.
I began with a deep dive into the pet care industry, identifying a gap in certified, trustworthy digital health tools.
From there, I developed the concept of Floofy as a dual-platform ecosystem, tailored to the needs of both pet owners and veterinary professionals. I mapped out the full user journeys, built personas, and structured a modular design system that could scale across devices and interfaces.
Throughout, I stayed focused on one goal: making the pet health experience simpler, smarter, and more human.
Key Highlights
4 platforms designed: Client & Pro, both in mobile and web versions
Certified veterinary logic combined with a playful, approachable UI
AI assistant Dr. Floofy with conversational UX and visual identity
Modular Figma design system used across all screens and flows
Full brand creation: logo, typography, color palette, icons, mascots
Motion storyboard and visual direction for onboarding animations
Strategic documents: project planning, recruitment simulation, commercial proposal
Marketing and portfolio-ready mockups for both client and professional contexts
Outcome
Floofy became a fully articulated product vision, from user need to visual execution.
It allowed me to demonstrate not only my UX/UI design skills, but also my ability to manage a complete creative project — including branding, strategy, storytelling, and production.
This project taught me how to balance functional logic with emotional impact, and gave me a clear opportunity to lead all aspects of a digital product lifecycle — from idea to launch.
