Art Direction & Team Management
Fitdog
Creating a tech-forward platform to support a thriving business.
Project Overview
Fitdog, a leading provider of comprehensive dog care services, including dog daycare, classes, training, and grooming, embarked on a transformative journey to improve its online presence. This multifaceted, long-term web project aimed to deliver a unified, user-centric solution to dog owners by redesigning the company's website, introducing a robust admin panel, and creating a customer dashboard equipped with e-commerce capabilities.
This project brought together a group of talented designers, each with their unique strengths and perspectives. My role involved guiding their creative efforts, bridging geographical and cultural gaps to create a cohesive design experience, in addition to coordinating with the client, developers, product owners, and project managers to guarantee that the project progressed smoothly, remained on track, and aligned with Fitdog's overall objectives.
Project Scope
The scope of the project was comprehensive, encompassing three elements:
Website Redesign
The existing Fitdog website required a complete overhaul to offer visitors an engaging and intuitive online experience. This entailed a redesign that reflected the company's brand identity and ethos while improving user navigation, information accessibility, and overall aesthetics.
Admin Panel
An essential component for managing the various aspects of Fitdog's operations, the admin panel was designed to streamline internal processes, enhancing efficiency and enabling real-time monitoring and decision-making.
Customer Dashboard with E-commerce Capabilities
To cater to the evolving needs of dog owners, the project included the development of a customer dashboard with e-commerce functionalities. This enabled clients to effortlessly book services, purchase products, and engage with Fitdog through a user-friendly online platform.
Image: Three different design directions were explored and presented to the client, to help them make an informed decision about next steps
Challenges
Managing an international team
This was a challenging large scale project, with an international team of designers working on it. To ensure a smooth navigation of the intricate design process, I took the initiative to establish standardized naming conventions and optimize file organization, which streamlined our workflow. Additionally, I facilitated design reviews and effectively delegated tasks, capitalizing on each designer's individual strengths.
Fostering clear communication and empathy within the team
Overcoming the obstacles posed by time zones and language barriers, I placed a strong emphasis on fostering clear communication and empathy within the team. To underscore the commitment to this international collaboration, I embarked on an international business trip. This on-site engagement proved instrumental in cementing relationships and aligning the project's success with Fitdog's objectives.
Outcomes
Overcoming the project's scale and intricacy, my team and I navigated its challenges, delivering over 300 cross-platform screens. The screens designed included a fully responsive website, an intuitive admin panel, and an engaging customer dashboard. Furthermore, we developed a comprehensive style guide that served as a design compass and introduced a fresh, unified style that revitalized the Fitdog brand's overall identity.
I’m Luciana, a creative and strategic designer based in Massachusetts.
With a solid foundation in product design, a Master’s Degree in Design innovation, and a Futures Thinking specialization, I seek for ways to leverage research and creativity to address pressing social issues and drive innovation.