Home

Process

Work

Contact

Red 3D phone handset icon representing a telephone.

Building trust before the first appointment: a digital experience for Paws & Purpose.

Brand Identity
UX/UI Design
Webflow
Client
Paws & Purpose
Role
Designer & Developer
Date
July 2026
Logo with the text 'PAWS & PURPOSE' in green capital letters on a black circular background.
Computer screen and smartphone displaying the Paws & Purpose pet grooming website with two dogs, a white fluffy dog and a French bulldog wearing a patterned shirt with gold chain, and buttons labeled Book Now and Shop.

Introduction

Paws & Purpose is a fictional independent dog grooming salon offering professional grooming services alongside a carefully selected range of retail products. The challenge was to create a friendly, trustworthy digital experience that simplifies the booking process while helping customers understand services, pricing and aftercare.

The project combined a refreshed brand identity with a user-focused website designed to build confidence, encourage repeat bookings and support long-term customer relationships.

Client
Paws & Purpose
Date
July 2026
Role
Designer & Developer

Strategy

The website was designed around three core objectives:

Build Trust

Trust is essential when customers are choosing someone to care for their pet. The website introduces the team, showcases customer reviews and answers common questions to help reassure new customers before booking.

Simplify Booking

The service pages were designed to make pricing easy to understand. Interactive pricing tables, optional add-ons and clear service descriptions help customers choose the right package without unnecessary friction.

Encourage Repeat Visits

Beyond the initial appointment, the website supports ongoing customer relationships through personalised member accounts, online booking management, retail product recommendations and social media integration. These features help transform occasional visitors into returning customers while creating additional opportunities for future sales.
Website page showing two sections: Featured Products with images of pet grooming items like ShedSmart Deshedding Brush and FreshBreath Dental Gel, and Grooming Packages featuring photos of dogs receiving grooming services—Fresh Pup Full Groom, Mini Makeover (Wash & Tidy), and Puppy's First Groom with descriptions and prices.
Website section titled 'Why Choose Us?' showing three smiling team members in aprons holding grooming tools, with customer reviews below praising fresh and friendly service, attentive care, and perfect puppy visits, each accompanied by five-star ratings and green book now buttons.
Website page for dog grooming services showing a large dog lying down with text 'Grooming Services' and options to choose full service packages based on dog size and needs, featuring images of three different dogs representing various grooming packages on colored backgrounds.
Website screen showing grooming service options with prices next to a black and white fluffy dog sitting in front of a yellow square background. The page offers 'Mini Makeover (Wash & Tidy)' grooming with options for small, medium, large, and extra-large dogs, each listed as fluffy/double coated or smooth. Buttons for booking and viewing extras are visible.
Website page showing grooming service options titled Mini Makeover (Wash & Tidy) with a list of prices for different dog coat types and sizes, alongside a sitting black and white fluffy dog image on a yellow background.
Website grooming service page showing a black and white fluffy dog sitting on the left. The page details mini makeover options for different coat types including small, medium, large, and extra-large fluffy and smooth coats. On the right, there is a basket summary with a selected Mini Makeover (Wash & Tidy) for a small fluffy double-coated dog priced at £45.00 GBP, with optional extras like De-Shed Treatment, Teeth Freshen, Anal Gland Check, Flea Shampoo, and Bow/Bandana. A black button labeled 'Complete Booking' is at the bottom.
Online booking interface showing a Mini Makeover (Wash & Tidy) service priced at £45.00 GBP with a small fluffy double coated pet selected. Calendar displays available dates in September 2026, highlighting the 14th to 16th, 18th, 20th, 21st, and 25th to 30th. On the right, selectable time slots for Saturday, 29 September are 9:30 AM, 10:30 AM, 12:30 PM, 1:30 PM, and 3:30 PM. Buttons at bottom left allow to cancel or complete the booking. Tax included.
Login form with header 'WELCOME SIGN IN,' fields for email address and password, a 'Keep me signed in' checkbox, blue 'Sign In' button, 'Forgot Password?' link, and an option to create a new account with a 'Create an account' button and privacy policy note at the bottom.
Booking confirmation showing a green checkmark above the date 29 Sept. 2026 and time 12:30 - 2:30 PM with a message thanking the user and stating the booking is complete, followed by a blue 'Back to Home' button.
Pet profile form with fields to enter dog's name, date of birth, breed, size, coat type, temperament, and notes about sensitivities, allergies, or muzzle requirements, alongside an option to upload a picture. Below, human information fields include first name, last name, phone number, emergency contact, and email, with a checkbox to sign up for news and offers, plus Cancel and Save buttons.Pet profile webpage showing a Labrador named Brisket Jones, 6 years old with a smooth coat and playful temperament. His owner is Sarah Jones with contact numbers and email displayed. The profile notes Brisket is sensitive-skinned and prefers the nail file to clippers. There are no upcoming bookings and two past bookings listed: a Fresh Pup Full Groom on June 27, 2026, costing £75, and a Mini Make Over on April 25, 2026, costing £55, both large and smooth coat. Buttons to edit profile and book again are visible.
FAQ section with questions about dog size categories, grooming appointments, and cancellations; contact form with fields for first name, last name, phone number, email, and message; map showing location at 100 Fictional Street, London SE99 9RT; footer with Paws and Purpose logo, navigation links (Shop, Grooming, About, Blog, Contact), newsletter subscription, contact details, and business hours.

Brand & Visual Identity

The visual identity was built around clarity. Bold and playful colours keep the site easy to navigate whilst remaining engaging and playful. The design system was built to remain flexible as new products and services are added.
Brand kit layout featuring a central logo with crossed scissors and a paw print in the middle flanked by the letters P and P. Below are logo variations showing 'PAWS & PURPOSE' in uppercase green text and 'Paws & Purpose' in black title case text. The fonts used are Mohave and Nunito with their respective alphabets displayed. A color palette on the right presents six color swatches with hex codes: green #3DA174, dark green #406E59, yellow #FCC946, light gray #DED9D5, blue #1C77C3, and black #1F1E1D.

The final concept provides a scalable digital foundation for an independent grooming salon by creating a booking experience that feels simple, transparent and reassuring. By combining clear pricing, trust-building content and personalised customer accounts, the website is designed to encourage repeat bookings, increase retail sales and strengthen long-term customer relationships.

Three vertical stages showing a pet grooming website design process: left is a black and white wireframe layout, center is a grayscale mid-fidelity mockup with placeholders for images and text, right is a polished color homepage featuring Paws & Purpose branding, product listings with images and prices, grooming packages with photos of dogs, a why choose us section with staff photo, customer reviews, and social media thumbnails.

my work