Dogfy diet APP
Project overview
A pocket‑first app that lets Dogfy customers track deliveries, edit their plan, and stay informed through push notifications.
Not a mobile wrapper. Touch‑first flows designed to be finished in one or two taps.
Client
Dogfy Diet
Year
2025
Category
App design
Credits
Dogfy Diet's Product Team
Context
Dogfy’s subscription is operational by nature: most customers check status and make small adjustments once or twice per month, usually from mobile. The web Customer Area covered the essentials, but it wasn’t optimized for repeat, on‑the‑go actions.
Challenge
Turn complex subscription logic (orders, logistics states, plan rules, multi‑dog households) into a calm, reliable experience that feels unmistakably Dogfy.
Goal
Improve retention by making plan management effortless.
Reduce repetitive tickets through state‑aware self‑service.
Use push + deep links to solve “where’s my order?” moments instantly.
Build a scalable mobile system aligned with the brand.
Key UX Insights
Operational, Not Exploratory
Most sessions start with two questions: “Where is my box?” and “Can I change something?” We designed the app to answer them instantly, without forcing users through dense menus.
From Account Area to Service Dashboard
We reframed the experience from a web-style customer area into a service surface: status first, actions second, details on demand. Push notifications and deep links turn logistics updates into one-tap resolutions.
Home as a Control Center
Home works like an operational dashboard: it prioritizes the current order, shows next delivery and live status, and exposes only a small set of context-aware actions. A state-aware progress bar mirrors real logistics states in real time.
Information Architecture
The app is structured around four clear destinations, ordered by frequency and urgency:
Dashboard (Home) — a control center for the current order: next delivery, live status, and quick actions.
My Orders — the active order plus a searchable history for past deliveries.
My Subscription — plan management: frequency, delivery preferences and rules.
Design Principles
Fast Paths (1–2 taps)
Short routes to the top tasks: active order, date/address changes, order history, snack add-ons.
Status, Always Clear
Order progress stays visible and accurate, with actions adapting to each logistics phase.
Brand-True Simplicity
Warm, calm UI with gentle gradients and micro-motion that feels unmistakably Dogfy.
Accessible by Default
Readable type, strong contrast, and comfortable touch targets across every screen.
Research & Validation
We ran usability tests with customers, a closed internal beta and several fast iterations. Quantitative dashboards for self‑service rate, push engagement and retention are planned for the hard launch; early indicators already show healthy adoption without paid marketing.
Launch & Early Signals
Soft launch, supported by a landing page, web banner and email.
14K+ installs via word‑of‑mouth in the first months.
The app complements the web area but is designed to become the default for active customers.
What’s Next
First‑time purchase in‑app to close the acquisition loop.
A gamified transition program to support dietary change and strengthen retention.
Multiple addresses/payment methods; in‑app store & cart; messaging with the Nutrition team.
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