Milo
2023 - now
Personalised pet care e-commerce
Milo is a pet care e-commerce platform designed to feel more personal and supportive than a standard webshop. From the early stages onward, I helped shape the experience across UX, UI, and Shopify development, with a strong focus on guidance, relevance, and long-term usability.
Email template
Marketing Assets
E-commerce
Prototyping
Design System
UX Design
AI-Assisted Development
Project details
Milo was never meant to compete on assortment alone. The goal was to create a pet care platform that feels more helpful, trustworthy, and tailored than generic marketplaces, especially in a category where products can be functional, medical, and recurring. I worked across the full experience, from product pages and recommendation flows to account features, content structure, trust components, and reusable Shopify sections. Over time, I became closely involved in both the design and implementation of the store, translating ideas directly into working features. My role combined UX thinking, interface design, and front-end execution, allowing the platform to grow into a more consistent and scalable experience while staying flexible enough to keep improving.
1K+
Pet profiles added within a month
UX approach
A core challenge was making the store feel less generic and more relevant to each customer and their pet. I focused on creating more guidance throughout the journey, so users could make decisions with more confidence and less friction. One of the main parts of that was the pet quiz and profile system, which I designed and built to support multiple pets, store structured pet data, and feed that into other parts of the experience. That made it possible to surface more relevant suggestions, recommendations, and repeat-purchase flows based on the customer’s actual situation rather than broad assumptions. I also worked on the surrounding UX, including clearer product information, cart interactions, and trust-building elements, so the platform would feel more supportive and differentiated than a standard Shopify store.
