Case studies

Case study: MyDogDna

Product Design


MyDogDNA is a DNA testing service for dogs that helps you see what your dog is carrying in its DNA.

The new service would introduce more sophisticated, yet cost-efficient DNA technology, improved screening methods for both individual and population level analysis, and a comprehensive global database to serve researchers and veterinarians, as well as regular dog owners and breeders.

To combine all these elements and present relevant information in a user-friendly interface, novel custom-made bioinformatics solutions were needed.


The main problem is the three different groups of users that share the same interface: vets, breeders and pet owners.

Each of the members of the groups have different priorities and use of the data provided by interface.

So the main problem is to solve was to show the limited amount of data with the intuitive option to expand the view for seeing the more wide amounts of information without compromising the usability.

Users and audience

Vets, breeders and pet owners.

Roles and responsibilities

The team was formed by a Head of UX, the two DevOps and three web application developers.

Scope and Constraints

To design an informative, intuitive and visually appealing web platform to fulfil the user’s requirements in obtaining and interpretation of the genetic test results.

Our key contributions in this project:

• Research Strategy Direction

• Service Blue Prints

• Interviews

• Laying the Value and Vision of Product

• Product backlog / Feature prioritisation

• Wireframes / Hi-Fi Prototype

Disciplines: UX Research, Design Thinking, Agile, Lo-Fi and Hi-Fi Prototype, Usability Testing.

Team’s approach for this project:

An Agile UX, Lean-Start Up, Design Thinking coined by Dave Landis.

Total of 6 sprints were ran in the 48-day period.


The research involved affinity sorting, user interviews, personas creation and user story mapping. These methods helped us to approach the ideation of the design.

User Interviews

We interviewed 5 people to validate the idea of such an app, Each interview took approximately 20 minutes and included topics to get to the core of users’ goals and pain points.

User Interview Core Findings

What we concluded is that all the people were wanted to have a summary of all of genetic details of their pet and 80% of them expressed a strong need to have a tool for sharing the genetic information of their dog.


There were several iterations with different directions after some trials we’re decided to go with the bright minimalistic theme.


After the all screens were defined we created the high fidelity prototype and performed the user testing sessions to assure that our assumptions are correct.


This application was a success for the Genoscoper company, and triggered a significant business grow, also being expanded to the Cat owners.

Related Achievements:

Implemented experience-driven design for Wisdom Health Panel 3.0 Breed Identification Dog DNA Test Kit, which secured over 3,000 purchases on Amazon.