Tail Club
Designing a community-first dog care experience built on trust, play, and genuine connection.
Project Summary
Tail Club is a dog care and community space designed to put dogs first — offering boarding, play, grooming, and enrichment in an environment built around safety, empathy, and joy. More than a service, Tail Club positions itself as a trusted second home for dogs and a community for their humans.
The project focused on translating this philosophy into a warm, engaging digital experience that builds trust through real stories, real dogs, and real moments.
The Challenge
Choosing care for a dog is an emotional decision. Users need reassurance, transparency, and proof — not just promises.
The key challenges were:
Establishing trust quickly with new visitors
Communicating care quality without sounding corporate
Showcasing community credibility at scale
Maintaining clarity on a long, content-rich page
The experience needed to feel human, joyful, and dependable.
Our Role
I led the UI/UX and website design for Tail Club, shaping an experience that prioritizes emotional connection and social proof over traditional feature-heavy marketing. The goal was to make visitors feel confident, reassured, and excited — before they ever book a visit.
My role included:
Experience and content strategy
Visual and interaction design
Information hierarchy and page structure
Designing for trust, clarity, and conversion
Our Approach
The design approach centered on earned trust through storytelling.
Key decisions included:
A long-form layout that gradually builds confidence
Real imagery featuring dogs, staff, and community members
Conversational copy to reduce anxiety and friction
Strong emphasis on testimonials, metrics, and FAQs
Clear CTAs that guide users without pressure
Each section answers a specific user question, creating a natural flow from curiosity to confidence.
The Solution
The final website presents Tail Club as a place where dogs are understood, celebrated, and cared for deeply.
Community proof is layered throughout the experience
Visual rhythm keeps a long page engaging and scannable
Metrics and testimonials reinforce credibility
FAQs and clear next steps reduce hesitation
The result is an experience that feels warm, transparent, and genuinely dog-first.
Outcome
The redesigned experience strengthens Tail Club’s brand as a trusted, community-led dog care space. By focusing on emotion, authenticity, and clarity, the site builds confidence organically — encouraging users to take the next step with ease.
The modular structure also allows new content, testimonials, and updates to be added without disrupting the overall flow.
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