Pawell

The Mature Cat Care Toolkit

Empowering Pet Owners with Design-Driven Compassion.

A lavender-colored background features an image of a smartphone screen showing the Pawell app with a supportive message and a start button. To the right, the product name 'Pawell' is written with a small illustration of a cat's face. The text reads 'Empowering Cat Owners in Nurturing Their Senior Cats' Golden Years.' The author's name 'Salina Wu MADM24' is also displayed.

Deliverables:

Brand Identity . App UXUI . Service Design . Print Materials . Social Media Ad (Instagram, Youtube, Facebook)

Pawell is the outcome of my MA in Design Management—a purpose-driven digital platform created to support cat owners in Hong Kong as they navigate the emotional and practical challenges of caring for aging pets. It is not just an app; it is a comprehensive service ecosystem designed to transform a stressful, uncertain life stage into a journey of clarity, compassion, and support.

My Role: UXUI Development · Brand Direction · Stakeholder Research

Tools Used: Figma . Illustrator . Photoshop . Miro

Brand Vision.

Smartphone screen displays a health tracking app with the name Jay, showing profile options, and icons for health monitoring. Surrounding the phone are multiple colorful informational cards related to elderly care, nutrition guide, end-of-life care support, and medication management, laid on a pastel purple surface.

Care Without Guesswork. Love Without Limits.

The brand identity embraces gentle aesthetics, calming tones, and empathetic UX, designed to build trust while easing the emotional weight of pet care. Every interaction is rooted in empathy—helping owners feel supported, reassured, and connected.

A purple flyer titled "Items Toxic to Cats" listing food, plant, and medication items that are dangerous for cats, with illustrations of grapes, garlic, and a flower, held by a person's left hand against a light gray background.

Strategic Design Approach

The project was built on a human-centered design process, combining user interviews, expert insights, and systemic analysis. This uncovered key pain points—fragmented information, high vet costs, and emotional stress—which became the foundation for Pawell’s five service pillars.

Pawell’s five service pillars

  • A bilingual hub with expert-backed guides tailored to Hong Kong’s unique veterinary landscape.

  • Online consultations and AI-powered search tools to improve accessibility and reduce financial barriers.

  • Resources to help owners make end-of-life decisions and cope with emotional wellbeing.

  • Preventive care through AI-driven analytics, offering proactive alerts based on logged symptoms.

  • Referrals to trusted local vets, eco-friendly nutrition, and care services.

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Instagram post showing a guide on building a safe haven for senior cats, with illustrations and tips on creating a relaxing corner, limiting movement, and providing stability.

Search & Social Media

To complement physical marketing efforts, search engine optimization (SEO) will play a vital role in ensuring Pawell is easily discoverable online.

By producing high-quality, keyword-rich blog content and partnering with relevant websites for backlinks, Pawell can organically rank higher in search results, increasing visibility over time.

A social media strategy will also amplify the reach of Pawell. Platforms like Instagram, Facebook, and YouTube will be used to promote the toolkit through informative posts, user stories, and educational videos. Engaging pet influencers and bloggers who focus on cat care and senior pets will help spread the word and build trust among potential users.

Abstract digital illustration of a face in profile with a nose and part of a hand, created with dotted patterns and yellow line accents on a gray background.
Stylized drawing of a gray cat with yellow ears, whiskers, and nose on a textured gray background.

Impact & Reflection

Pawell embodies how design can be both strategic and deeply human. It reframes pet care as a holistic experience, offering clarity and dignity to pets and their owners during life’s most difficult transitions. Beyond its practical utility, Pawell represents my belief that design can bridge emotional needs with systemic solutions—delivering impact that is both meaningful and sustainable.

Abstract digital illustration of a human face in profile with yellow outlines, against a textured gray background with blue dotted patterns and white plus-shaped designs.

Results

Improved Awareness and Proactive Care

Through educational resources and AI-powered guidance, owners can identify potential health issues early and take preventive action

Streamlined Vet Access

The Vet Live Chat reduces barriers to accessing professional advice, offering timely support for non-emergency concerns

Emotional Support

Tailored resources for grief management and end-of-life care help owners navigate difficult emotional moments, fostering a compassionate caregiving community