Tail
Founder-led connected product
A connected product shaped from concept through hardware, software, and brand
A connected pet-health product built from zero to production. I co-founded and led its product and brand design across hardware, software, UX and industrial design. Acquired in 2023.
(Research)
The starting point was not a device or an interface, but a behavioural problem. Research with dog owners surfaced a gap in everyday care: people wanted to better understand their dogs’ health, safety and activity, but lacked reliable, accessible guidance.
These insights shaped the product concept, personas and the relationship between the physical device and its digital experience.
(Team)
Tail was co-founded by three people. I led product and brand design, working across UX, industrial design, hardware, software and engineering to keep the product coherent as one system.
My role went beyond the interface. I helped define the product direction, coordinated specialist contributors and made design decisions across the collar, mobile experience, identity and packaging.
(Experiment)
The collar, app and brand were developed in parallel rather than as separate workstreams. Across five iterations, prototypes were tested with users (~200 users and their pets involved in testing), testers and stakeholders, feeding directly into subsequent product decisions.
This allowed us to validate not only the interface, but how the physical product, software and visual language worked together as a single experience.
(Results)
Founded
2013, acquired 2023
Recognition
T-Mobile WARP, EU Horizon 2020 (Phase 1)
