A connected pet-care ecosystem helping owners understand, protect and support their dogs — from health monitoring and GPS safety to personalised training.
UX Research · Product Strategy · UX/UI Design · Branding · Prototyping · UX Testing
01 — The idea
What if technology could help us understand our dogs better?
Dogs are part of our families, but their health, behaviour and everyday needs are not always easy to understand.
Fetch explores a connected experience combining a smart collar, mobile app, smartwatch and web platform to make everyday dog care simpler and more informed.
02 — Research
I combined quantitative and qualitative research to understand dog owners’ needs, routines and frustrations.
57 online survey participants
7 in-depth interviews
The research focused on health, safety, activity, training and the use of technology in pet care.
Key signals
80% considered dog safety very important
70% were interested in real-time geolocation
60% considered health monitoring very important
65% were interested in training recommendations
03 — Branding
A name that starts with play.
The name Fetch comes from one of the most recognisable things dogs do: go get something and bring it back.
It is short, easy to remember and naturally connected with movement, play and the relationship between a dog and its owner. At the same time, it is broad enough to work across health, wellbeing and training.
Logo
I wanted the identity to feel energetic, friendly and digital without looking childish.
The logo combines a simple running dog symbol with a clean wordmark. The dog icon creates movement and personality, while the minimal typography keeps the brand contemporary.
Colour
The palette combines energetic and calming tones:
Coral — energy
Yellow — playfulness
Green — wellbeing
Lavender — calm
Blue — trust
Cream — warmth
The colours were then carried into the UI to create a consistent visual language across the ecosystem.
Typography
A clean geometric typeface keeps the interface readable while giving the brand a friendly, contemporary character.
04 — Product architecture
One ecosystem. Four core needs.
Health
Understand your dog’s wellbeing.
Safety
Know where they are.
Training
Learn and improve together.
Activity
Build healthier routines.
The ecosystem extends across Mobile App · Smart Collar · Smartwatch · Web.
05 — Health monitoring
From data to useful decisions.
Fetch turns collar data into a simple overview of the dog’s wellbeing.
The experience brings together:
Heart rate · Temperature · Stress · Hydration · Sleep · Activity · Allergies · Alerts
The concept also includes early risk detection and medical reminders.
06— Safety & GPS
When every second matters.
Safety became one of the core product pillars.
The experience combines real-time location, safe zones and SOS mode into a simple flow.
In SOS mode, the collar can provide more frequent location updates and access to its camera, while its lights can help with locating the dog.
07 — AR Training
Training becomes an interaction, not a video.
Instead of simply watching instructions, owners can use the camera to receive step-by-step visual guidance while training their dog.
The experience combines AR exercises, progress tracking and rewards to make training more engaging.
08 — Activity
Better habits, together.
Fetch tracks the dog’s daily movement and connects it with activities such as walking, running, playing, hiking and agility.
The concept also explores synchronising the activity of the dog and owner to encourage healthier routines together.
09 — Prototyping & testing
I connected the key journeys into an interactive prototype and evaluated the experience through usability, hierarchy, navigation, accessibility and interaction logic.
The project included UX testing, heuristic review and accessibility considerations as part of the final design phase.
Promo video
10 — Outcome
From smart collar to smart companion.
Fetch brings together health, safety, training and activity into one connected experience.
The project took me through the full UX/UI process — from research and product definition to information architecture, wireframes, branding, UI, prototyping and testing.
The goal was simple:
Make complex technology feel effortless — and strengthen the bond between dogs and their humans.
