Pawell is the outcome of my MA graduation project in Design Management—a purpose-driven digital platform created to support cat owners in Hong Kong as they navigate the emotional and practical complexities of caring for aging pets. It offers a comprehensive design solution that combines strategic thinking, user-centered research, and empathetic storytelling to turn a stressful life stage into a manageable, supported experience.
Design Strategy
The solution was shaped through user research, expert interviews, and systemic analysis, resulting in five key service pillars:
- Centralised, Verified Information
A bilingual hub with expert-backed guides tailored to Hong Kong’s veterinary landscape.
A bilingual hub with expert-backed guides tailored to Hong Kong’s veterinary landscape.
- Virtual Vet Support
Online consultations and an AI-powered search tool to reduce cost and improve accessibility.
Online consultations and an AI-powered search tool to reduce cost and improve accessibility.
- Emotional & Grief Support
Tools to help owners cope with end-of-life decisions and emotional wellbeing.
Tools to help owners cope with end-of-life decisions and emotional wellbeing.
- Symptom Tracking Tool
A preventive care feature that logs symptoms and offers alerts through AI analytics.
A preventive care feature that logs symptoms and offers alerts through AI analytics.
- Localized Recommendations
Context-specific referrals to local vets, eco-friendly nutrition partners, and care services.
Context-specific referrals to local vets, eco-friendly nutrition partners, and care services.
Brand Vision
“Care Without Guesswork. Love Without Limits.”
Pawell uses gentle aesthetics, calming tones, and empathetic UX to reflect the trust, care, and emotional depth behind pet companionship—especially during their final life stages.
Pawell uses gentle aesthetics, calming tones, and empathetic UX to reflect the trust, care, and emotional depth behind pet companionship—especially during their final life stages.
As a design thesis, Pawell reflects how design can be both strategic and deeply human. It introduces a much-needed ecosystem in Hong Kong’s pet care space, offering clarity, dignity, and actionable support for every senior cat and their owner.
My Role
Design Strategy · UX Research · Brand Direction · Content Planning · UI Wireframes · Stakeholder Interviews
Tools Used: Figma · Miro · Illustrator
All works showcased in this portfolio are the original creations of the designer and are protected by copyright. Unauthorized use, reproduction, or distribution of any content is strictly prohibited. If you're interested in collaboration or have any inquiries, please feel free to get in touch.