Kibblr App

UX/UI

Dog Food Ingredient Transparency App and Delivery Service

Role: Lead UX Designer & UX Researcher
Duration: April 2025 – November 2025
Platform: Mobile App (iOS)

Overview

Designed an ingredients preview feature for Kibblr, a dog food delivery app, that transforms how pet owners understand and evaluate their dog's nutrition. The feature bridges the gap between convenience and transparency, helping busy dog owners make confident, informed purchasing decisions.

My Contribution

As Lead UX Designer and UX Researcher, I owned the end-to-end design process:

• User Research – Conducted user interviews and analyzed behavioral patterns to understand pet owner pain points and decision-making processes
• Wireframing – Developed low-fidelity wireframes exploring multiple approaches to ingredient presentation and information hierarchy
• Prototyping & Testing – Created interactive prototypes and facilitated usability testing sessions to validate design decisions
• High-Fidelity Designs – Delivered polished UI designs with comprehensive design specifications for development handoff

The Challenge

Pet owners face a critical dilemma: they want the convenience of dog food delivery but struggle to trust what's actually in their pet's meals. Busy professionals don't have time to research ingredients across multiple sources, while health-conscious owners need detailed nutritional information to feel confident in their choices. This friction was causing purchasing hesitation and reducing customer trust.

The Goal

Create an intuitive ingredient transparency system that:

• Simplifies complexity – Make nutritional information digestible without losing accuracy
• Reduces decision time – Cut down research time from hours to minutes while increasing purchase confidence
• Serves diverse needs – Balance quick convenience for time-pressed users with deep insights for detail-oriented pet parents
• Builds loyalty – Foster trust through transparency and personalized nutritional guidance

Research Approach

Conducted in-depth interviews with 10 diverse dog owners across major and minor metropolitan areas in the US to understand their pet care routines, purchasing behaviors, and attitudes toward dog food.

Key Insights

As a dog owner myself, I initially assumed most people maintain consistent care routines and prefer subscription-based services. The reality proved more nuanced:

• Spectrum of behaviors – Dog owners fall between convenience-seekers and experience-prioritizers, with significant variation in how they research and purchase food
• Trust is universal – Regardless of purchasing method, owners expressed deep skepticism about manufacturer claims and ingredient transparency
• Beyond basic personalization – Needs extend far beyond breed and size, encompassing age, health conditions, activity levels, and individual sensitivities
• Value of expertise – Many owners valued in-store experiences and expert guidance over pure convenience

> These insights revealed a critical gap: dog owners need a solution that bridges convenience and confidence through enhanced transparency and personalized guidance - not just one or the other. 

Kibblr provides transparency about ingredients and nutrition through a personalized delivery service that matches products to each dog's specific needs. The platform evaluates options based on breed, size, age, and health conditions, explains the real meaning behind ingredient labels, and guides users through the pros and cons of available products—giving dog owners confidence they're making the best nutritional choices with ease and convenience.

 Core User Needs Addressed

1. Personalization – Collect and apply dog profile data (breed, size, age, health conditions)
2. Education – Translate ingredient information into understandable, meaningful terms
3. Guided Selection – Help users compare and choose appropriate products for their dog
4. Convenience – Simple ordering and delivery management
5. Trust – Transparent information about products and personalized recommendations