B2C
Service Design
Emotional Design
Project Type:
Time:
Background
Context
Many pet owners feel overwhelmed when their pet’s health declines or passes away. Information is scattered, services vary, and emotional stress makes decisions even harder. This project creates a calm, structured space that guides people step-by-step, helping them say goodbye, make arrangements, and honour their pet with clarity and support.
Background
Design Problem
How might we provide calm, structured guidance for pet owners who feel overwhelmed when facing end-of-life decisions?
Research
User Journey
This map captures the shifting emotions and decisions involved in saying goodbye, showing the touchpoints where supportive guidance can make a meaningful difference.
Solution
Ideation
These initial concepts helped define what users need most, revealing which ideas should remain core and which should stay optional.
Solution
Cross-Device Structure
After exploring these concepts, it became clear that each idea carried a different level of emotional depth and task complexity, which naturally led to a cross-device structure.
This cross-device structure forms a continuous system where each platform carries a different depth of support: web for clarity, mobile for emotional continuity, and watch for gentle micro-rituals.
Given its role in hosting the core guidance and decision-making, the web experience became the primary focus of this phase, serving as the foundation for how mobile and watch would later extend the system.
Solution
Lo-fi Wireframes
I began with a set of low-fidelity wireframes to map the core flow on web, focusing on clarity, hierarchy, and the emotional rhythm of each step before moving into visual design.
Solution
Iterations
User feedback highlighted where the experience felt heavy or unclear, so I made focused adjustments to soften the tone, clarify choices, and create a steadier rhythm across the flow.
Landing Page
Before: Service options surfaced immediately, creating early cognitive load.
After: Soft highlights introduce the space gently and explain what each mode contains.
Step Guide
Before: A linear step suggested a fixed sequence and limited flexibility.
After: Cards provide structure with breathing room and clearer entry.
Solution
Final design
The final design brings together clarity, emotional sensitivity, and a flexible flow. It refines the structure shaped through testing and iteration, presenting a calm landing experience and a clean, guided path supported by a persistent checklist.
Landing Page
Emotional Mode Switching
The landing page introduces two modes with simple contextual highlights, helping users enter the flow with clarity and less emotional pressure.
Step Guide + Checklist
Modular, Card-Based Flow
The Step Guide is reframed as stackable cards users can open at their own pace, creating a calmer and more flexible journey.
A right-side checklist stays visible for saving and checking off tasks without interrupting the flow.
Reflection
Next Steps
This project showed me how sensitive moments require interfaces that feel calm, flexible, and emotionally aware. Building the guidance flow first helped establish clarity, while the mobile interactions demonstrated how light, daily touchpoints can support users without adding pressure.
⭐ Next Steps
Expanding the mobile and watch experience, turning initial concepts into refined flows for daily grounding, reflection, and micro-rituals.
A cross-platform design system to align tone, components, and behaviors across web, mobile, and watch.
Smoother interaction patterns to further reduce cognitive load during emotional moments.
More developed character and micro-animation to create a friendlier, reassuring presence throughout the experience.
