Client
Consumer IoT (GPS Dog-Safety Wearable)
Timeline
2018 – 2022
My Role
Founding / Lead Designer
Impact
$40M+ raised at a $400M valuation · onboarding 15 min → under 2 min · 100K+ downloads, 4.1★
Designing a 0→1 IoT product from mobile app to market launch.
Challenge
A GPS dog-safety collar going from early-stage startup to market. Onboarding took 15 minutes and users dropped off. The product spanned mobile, GPS/satellite connectivity, SIM updates, and virtual geo-fences.
MY ACTIONS
1. Designed the 0→1 product end-to-end (mobile app), collaborating with hardware and ML teams to translate device constraints into product decisions. 2. Redesigned onboarding through research-driven usability testing. 3. Led design across five rotating designers, stepping in hands-on on the hardest stages.
Solution
Onboarding dropped from 15 minutes to under 2. The product raised $40M+ at a $400M valuation, reached 100K+ Google Play downloads and 4.1★ on the App Store.