[04] CASE STUDY

Geneus Pet

Landing pageReportsMobile app

Problem

Pet owners want to know two things about their dog: what breed it really is, and which genetic health risks to watch for — then turn that into everyday care. Research for the persona (Praew, a Bangkok marketer with one mixed-breed dog) and her journey map showed where the experience breaks: she can’t tell which test brand to trust, worries about collecting the sample wrong, grows anxious during the 2–3 week lab wait with no updates, and finally gets a report too complex to act on.

Journey map — pain points → design response

01 — Awareness & Search
- Too many brands — which one to trust?
- Wants to see a sample report before buying
02 — Purchase
- Is shipping too expensive?
- Is the payment secure?
03 — Delivery
- Not sure how to collect the sample
- Afraid of a mistake that means re-sending
→ Step-by-step kit registration that links the kit to a pet profile
04 — Registration & Sample
- Worried the sample is damaged in transit
- How long until results?
→ Kit status shown from the moment the sample ships
05 — Lab Processing
- A long wait causes anxiety
- Wants more status updates
→ Kit tracking across app, web, email and push
06 — Post-Test
- Report explanations feel complex
- Unsure what to do if a risk is found
→ Risk detail pages: a risk level that shows what drives it (genetic markers, breed, age), signs to watch for and how vets diagnose it

FIG. 05

Where DNA technology meets a love of pets, in a friendly interface — a mobile app and a pet-health report system built on clear visual hierarchy.

One app, two kits: Register a kit for a person or a pet
Reports: 12 report types — breed, health risk, diseases, nutrition, behavior…
Smart ID Card: NFC pet ID card, scanned with a phone
Kit tracking: App, web, email and push
Languages: Thai / English

Visit live site ↗

Built on the Geneus design system, shared with GeneusDNA. See the system →

Role & Approach

I was the only designer on Geneus Pet. The scientific content and test data came from the Research Team; all of the UX/UI work was mine — the Basepaw teardown, persona and journey map, sitemap, wireframes, moodboard, the app UI and the reports across 12 report types. Rather than start a new design system, I gave the Geneus system a Pet theme with its own primary color.

Process — a teardown of the Basepaw kit-registration flow, then wireframes for the Geneus Pet version

FIG. 07

Onboarding — one kit-registration flow for people and pets, adding a pet profile, and the multi-pet home screen

DNA report — breed mix with countries of origin, and a talents radar chart with the strongest traits listed below

Holistic health risk — filter risks by status (with an empty state), then a detail page that explains what drives the risk, the signs to watch for and how it is diagnosed

Explorations — three layouts for the “breeds commonly affected” card. I shipped C, the compact list: the risk detail page is already long, so this card had to take the least space

Pet Smart ID Card — NFC onboarding and editing the details printed on the card