Ziggy

My starting point for this case was the following observation: cat owners lack personalized nutrition guidance despite significant health implications.

In order to build a product strategy according to Ziggy's primary needs, we conducted mixed-method research (interviews, surveys with 150+ respondents, competitive benchmarking) revealing target audience profile: 65% female, age 19-30, mostly digitally native. Thanks to this research, we then developed five personas and selected three, capturing distinct motivations and needs. A strategic positioning centered on data-driven health tracking correlated with nutrition, distinguishing Ziggy from competitors in the premium segment.

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We structured the app around core user flows: onboarding & health tracking, product recommendations, subscription management, and health guidance. Keeping in mind accessibility standards, we implemented WCAG and Opquast recommendations, ensuring an inclusive experience.

I was in charge of delivering high-fidelity Figma prototypes (MVP) incorporating progressive disclosure, nutrition-to-health correlation visualization, and simplified subscription workflows.

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After a first iteration of prototypes, we conducted four iterative user testing sessions with diverse profiles (including Ziggy's boutique staff). Through these sessions, we identified critical patterns. Some of them were the following: explicit confirmation flows reduced task abandonment, contextual help text improved health metric adoption, and color-coded alerts enhanced health status clarity.

The final V1 prototypes demonstrated improved task completion rates across all user segments, successfully validating core user flows and thus helping us prioritizing the product roadmap.

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