The myPurina app is a product that I worked on as the architect and the lead UX/UI designer since its inception. The goal of this product was to create a platform where users could create a Purina account and manage their pets while earning points for certain activities.
This project was the first home of Purina's loyalty program and is the center for all of Purina's digital properties. Creating this app was a monumental task that involved multiple teams across various sectors through months of planning. The app was released on iOS and Play Store on Jan 2023 and has a companion website.
Although a large task, it was an exciting experience to be able to create the ecosystem app for Purina while creating their new design system in tandem. The planning stage consisted of plenty of meetings and sessions to narrow down the objectives and roadmap.
Working with stakeholders and cross-functional teams, we identified the objectives and requirements of the app, such as the target audience, key features, and user experience goals. We achieved this through user research that allowed us to gain insight into the needs and behavior of the target audience.
Taking a user-centered design approach ensured that the app was designed with the user's needs and goals in mind while maximizing the use-case of products that Purina offered.
When designing the app, one of the most challenging aspects was to incorporate and combine all the digital properties into the experience without making the user feel like they are exiting and entering different environments.
The use of pet data was integrated throughout the app to provide a personalized and efficient experience. Through this design process, new ways of user data integration were discovered to improve the user journeys and presentation of data. For example, users were able to find products for their pets in half the time due to pre-filled information.
It was important to fragment portions of the project into different Figma pages as multiple teams were involved with different tasks. This separation of features allowed teams to clearly follow their specific goals during the build of this project.
Often overlooked elements of user flows were meticulously detailed to ensure a constant of source of truth for all the viewers of the Figma file. The end goal was to have every possible instance and variant of every flow documented.
From copy-writers to art directors, developers to QA testers, there were a lot of team members that were contributing to the design; and it became evident from previous projects that for a project of this scale, every piece had be contained in one single area. This allowed everyone to have access to the same information about the user flow, reducing the chances of misunderstandings and inconsistencies in the design.
A process from Creative to Development was created to ensure all aspects of each flow is covered and approved. This helped break down the tasks for different team members to prioritize in an agile workflow.
