Raw For Us
Raw For Us is a pet food brand focused on natural and balanced nutrition for cats and dogs. With the goal of building a direct, sustainable, and ongoing relationship with its users, we designed Raw For Us’s first mobile touchpoint from scratch.
Within the scope of this project, we created a clean and intuitive mobile app experience that brings the brand’s “feed well, feel good” philosophy to life covering the entire journey from product discovery to ordering. The aim was to build a strong mobile channel where users can easily find the right food for their pets and form a trust-based relationship with the brand.
A personalized onboarding experience
For the Raw For Us mobile app, we designed the signup process as a full onboarding experience rather than a simple registration flow. This multi-step journey invites users to actively engage with the brand from the very first interaction by creating a personalized profile for their pet.
By collecting key information such as the pet’s type, age, weight, and nutritional needs, the app builds a tailored foundation that supports more relevant product and content recommendations throughout the experience. Clear layouts, simple language, and guiding micro-interactions ensure a smooth and effortless onboarding flow that feels intuitive and reassuring for users.
Discovering products with ease
We designed the home screen as a discovery space that allows users to quickly find the products that best match their needs. Through personalized product recommendations and a clear content hierarchy, users are immediately guided toward relevant options as soon as they enter the app.
The product listing experience is supported by a smart categorization and filtering system that makes it easy to navigate different nutritional needs and product types. This structure simplifies decision-making while maintaining a clean and uncluttered experience.
On product detail pages, we focused on clear information hierarchy to present all essential details in an accessible and transparent way. Product content, usage information, and well-placed CTAs work together to build trust and help users move confidently toward purchase.
A seamless and confidence-driven purchase flow
The cart and checkout flow was designed to support purchasing decisions without slowing users down. A streamlined checkout structure removes unnecessary steps while maintaining a clear sense of control, helping increase conversion without compromising usability.
Within the profile section, users can easily manage both their personal information and their pets’ profiles through a clean and functional interface. Key elements such as order history, address details, and saved preferences are presented in a refined yet uncluttered layout.
Value-driven features beyond shopping
We approached the Raw For Us mobile app not just as a shopping tool, but as an interactive experience designed to build long-term engagement. To support this vision, we introduced value-driven features that strengthen the relationship between the user and the brand.
With the Path task system, we designed a gamified structure that encourages active participation within the app. Users complete tasks, earn points, and redeem them for discounts and benefits driving engagement while supporting repeat purchases.
The AI-powered chatbot acts as a personal guide, engaging users through conversation and offering relevant product recommendations based on their needs. This feature helps simplify decision-making while creating a more personalized experience. In addition, the food calculator allows users to receive nutritional support by entering their pet’s characteristics and dietary goals.
A design system built for consistency and scalability
To ensure long-term consistency and scalability, we created a comprehensive design system and style guidelines for the Raw For Us mobile app. This framework establishes visual and experiential continuity across all screens while clearly translating the brand’s identity into the digital space.
Color palettes, typography, grid systems, buttons, iconography, and core UI components were defined with both aesthetics and usability in mind. The resulting style guides serve as a strong foundation that streamlines development and maintains consistency throughout future product iterations.
