Astray
Astray
Bringing A Founders Vision To Life, Solo.
Bringing A Founders Vision To Life, Solo.
What is Astray?
What is Astray?
Astray began as a tool to help reunite lost pets with their owners.
Astray began as a tool to help reunite lost pets with their owners.
My role
My role
As the solo designer on the project, I led everything from user flows to high-fidelity visuals. I also helped shape the product’s direction, evolving it into a more community-driven app to optimize user engagement and retention.
As the solo designer on the project, I led everything from user flows to high-fidelity visuals. I also helped shape the product’s direction, evolving it into a more community-driven app to optimize user engagement and retention.
The challenge
The challenge
The founder had ambitious ideas (including AI-based paw scanning), but limited resources. My goal was to create something practical, intuitive, and scalable
The founder had ambitious ideas (including AI-based paw scanning), but limited resources. My goal was to create something practical, intuitive, and scalable
STEP 1 OF 5
Discovery
Discovery
Competitor Research + Vision Alignment
Competitor Research + Vision Alignment
I started the project with light competitor research, identifying gaps in other lost pet apps, particularly their lack of long-term engagement or community-building features.
I shared these insights with the founder and we aligned quickly on one differentiator: Astray would go beyond “utility” and build something people could actually stick with.
I started the project with light competitor research, identifying gaps in other lost pet apps, particularly their lack of long-term engagement or community-building features.
I shared these insights with the founder and we aligned quickly on one differentiator: Astray would go beyond “utility” and build something people could actually stick with.
Missing Pet App
Missing Pet App
PawBoost App
PawBoost App
Missing Pets App
Missing Pets App
PetKey App
VS
VS
Astray
Astray
STEP 2 OF 5
Ideation
Ideation
Product Ideation + Key Decisions
Product Ideation + Key Decisions
Throughout the design process, I worked closely with the founder to prioritize decisions that balanced:
usability
scalability
and MVP feasibility.
Below are some of the key decisions made and why they mattered 👇🏾
Throughout the design process, I worked closely with the founder to prioritize decisions that balanced:
usability
scalability
and MVP feasibility.
Below are some of the key decisions made and why they mattered 👇🏾
SIMPLICITY OVER NOVELTY
SIMPLICITY OVER NOVELTY
I. Lost & Found Matching
I. Lost & Found Matching
💡 Idea Explored
💡 Idea Explored
Use AI paw scanning or QR codes on collars.
Use AI paw scanning or QR codes on collars.
🏁 Final Approach
🏁 Final Approach
Simplified to description-based matching:
AI was too complex and unreliable for MVP.
QR codes required physical inventory, which is not ideal for an MVP.
Simplified to description-based matching:
AI was too complex and unreliable for MVP.
QR codes required physical inventory, which is not ideal for an MVP.
🎯 Impact
🎯 Impact
Focused on fast, scalable matching without hardware or costly tech dependencies.
Focused on fast, scalable matching without hardware or costly tech dependencies.
Reporting Lost Pet
Reporting Lost Pet
Reporting Found Pet
Reporting Found Pet
PREVENTING DUPLICATE REPORTS
PREVENTING DUPLICATE REPORTS
II. Household Account
II. Household Account
💭 Problem
💭 Problem
How to prevent multiple lost reports for the same pet?
How to prevent multiple lost reports for the same pet?
🏁 Solution
🏁 Solution
Built the concept of "Households," allowing multiple users to manage the same pet profiles (similar to Ring or Nest).
Built the concept of "Households," allowing multiple users to manage the same pet profiles (similar to Ring or Nest).
🎯 Impact
🎯 Impact
Prevented duplicate alerts and created a foundation for shared ownership.
Prevented duplicate alerts and created a foundation for shared ownership.
Manage Household Settings
Manage Household Settings
USER CONTROL FIRST
USER CONTROL FIRST
III. Alert Prioritization
III. Alert Prioritization
💡 Idea Explored
💡 Idea Explored
Backend algorithm to prioritize urgent lost pet alerts.
Backend algorithm to prioritize urgent lost pet alerts.
🏁 Final Approach
🏁 Final Approach
Users can manually set their alert radius by zip code and miles.
Users can manually set their alert radius by zip code and miles.
🎯 Impact
🎯 Impact
Gave users more control early on and avoided premature complexity in system logic.
Gave users more control early on and avoided premature complexity in system logic.
Manage Notifications
Manage Notifications
HYBIRD APPROACH
HYBIRD APPROACH
IV. Pulling Vet + Shelter Data
IV. Pulling Vet + Shelter Data
💭 Problem
💭 Problem
How to keep third-party data accurate and updated?
How to keep third-party data accurate and updated?
🏁 V1 Solution
🏁 V1 Solution
Hybrid model. Some data pulled via public scraping, but shelters and vets could also create and manage their own verified profiles.
Hybrid model. Some data pulled via public scraping, but shelters and vets could also create and manage their own verified profiles.
🎯 Impact
🎯 Impact
Balanced data quality with sustainability, and created long-term partnership opportunities for Astray.
Balanced data quality with sustainability, and created long-term partnership opportunities for Astray.
Vet/Shelter Account Creation & Info Page
Vet/Shelter Account Creation & Info Page
Mapping Out the MVP’s Functionality
Mapping Out the MVP’s Functionality
After clarifying the app’s goal & direction, I mapped out core user flows to establish structure early.
This helped prevent scope creep and ensured the MVP was focused but extensible.
I kept each flow focused, humane, and easy to follow, especially during moments when users may be overwhelmed or stressed.
After clarifying the app’s goal & direction, I mapped out core user flows to establish structure early.
This helped prevent scope creep and ensured the MVP was focused but extensible.
I kept each flow focused, humane, and easy to follow, especially during moments when users may be overwhelmed or stressed.
User Flow Documentation Deliverable
User Flow Documentation Deliverable
User Flow Deliverables
STEP 3 OF 5
Design
Design
Building a Scalable Design System
Building a Scalable Design System
This included:
A clear, accessible color palette (with warm, friendly tones)
Type styles for headers, body text, and inputs
Reusable components like buttons, modals, and cards
Iconography
This helped speed up iteration in later phases and ensured a consistent, polished UI throughout
This included:
A clear, accessible color palette (with warm, friendly tones)
Type styles for headers, body text, and inputs
Reusable components like buttons, modals, and cards
Iconography
This helped speed up iteration in later phases and ensured a consistent, polished UI throughout
Component Examples
Component Examples
Hi Fis + Iterations
Hi Fis + Iterations
While time constraints didn’t allow for full low-fidelity exploration, I used flow mapping and rapid iteration within the design system to move quickly into high-fidelity mockups, with two rounds of focused feedback and refinement.
Various updates were made, but below are 4 made throughout the iterations 👇🏾
While time constraints didn’t allow for full low-fidelity exploration, I used flow mapping and rapid iteration within the design system to move quickly into high-fidelity mockups, with two rounds of focused feedback and refinement.
Various updates were made, but below are 4 made throughout the iterations 👇🏾
FROM STATIC LIST TO DISCOVERY HUB
FROM STATIC LIST TO DISCOVERY HUB
I. Directory Page
I. Directory Page
⬅️ Before
⬅️ Before
One list view
Only two tabs ("Vet" and "Shelter")
One list view
Only two tabs ("Vet" and "Shelter")
✨ After
✨ After
Smart search functionality
Filter by Vets, Shelters, Lost Pets, Found Pets
Spotlight feature highlighting trusted partners
Visual-rich item cards with specialization tags
Smart search functionality
Filter by Vets, Shelters, Lost Pets, Found Pets
Spotlight feature highlighting trusted partners
Visual-rich item cards with specialization tags
🎯 Impact
🎯 Impact
Made the app feel more alive, searchable, and relevant for users beyond just scrolling.
Made the app feel more alive, searchable, and relevant for users beyond just scrolling.
VS
VS
A FRIENDLIER FIRST IMPRESSION
A FRIENDLIER FIRST IMPRESSION
II. Cover Page Addition
II. Cover Page Addition
⬅️ Before
⬅️ Before
App launched straight into login screen
App launched straight into login screen
✨ After
✨ After
Added Cover Page with immediate “I Found a Pet” option
"Get Started" CTA flows into sign-in/signup
More welcoming for first-time users or urgent cases
Added Cover Page with immediate “I Found a Pet” option
"Get Started" CTA flows into sign-in/signup
More welcoming for first-time users or urgent cases
🎯 Impact
🎯 Impact
Created an emotional connection and a faster path for action, even before account setup.
Created an emotional connection and a faster path for action, even before account setup.
VS
VS
CARD-BY-CARD CONNECTIONS
CARD-BY-CARD CONNECTIONS
III. Friends Discovery
III. Friends Discovery
⬅️ Before
⬅️ Before
Flat list of users and pets
Flat list of users and pets
✨ After
✨ After
One profile displayed at a time (in a card layout)
Larger pet photos and clear owner info up front
Users actively choose: "Add Friend," "Follow," or "Next" to view the next profile
One profile displayed at a time (in a card layout)
Larger pet photos and clear owner info up front
Users actively choose: "Add Friend," "Follow," or "Next" to view the next profile
🎯 Impact
🎯 Impact
Created a more thoughtful and personal discovery experience.
Instead of endless scrolling or quick swipes, users are encouraged to make intentional connections with pets and owners they care about.
Created a more thoughtful and personal discovery experience.
Instead of endless scrolling or quick swipes, users are encouraged to make intentional connections with pets and owners they care about.
IV. Expanded Roles & Sensitivity Features
IV. Expanded Roles & Sensitivity Features
As we iterated, it became clear that a single account type wasn’t enough.
I expanded the sign-up flow to allow:
Pet Owners
Shelters & Vets
Good Samaritans (Users who may find a pet, but may not own a pet)
Additionally, we added a sensitive way for users to mark a pet as deceased. Honoring the emotional realities of pet ownership without erasing important memories.
As I iterated, it became clear that a single account type wasn’t enough.
I expanded the sign-up flow to allow:
Pet Owners
Shelters & Vets
Good Samaritans (Users who may find a pet, but may not own a pet)
Additionally, I added a sensitive way for users to mark a pet as deceased. Honoring the emotional realities of pet ownership without erasing important memories.
🎯 Impact
🎯 Impact
Made the app more inclusive and compassionate for all potential users.
Made the app more inclusive and compassionate for all potential users.
Prototyping
Prototyping
I built a clickable Figma prototype that the founder could share with stakeholders and future developers.
It covers all core flows and supports future usability testing and investor demos.
I built a clickable Figma prototype that the founder could share with stakeholders and future developers.
It covers all core flows and supports future usability testing and investor demos.
STEP 4 OF 5
Handoff + Support
Handoff + Support
I wrapped the project up with:
An organized Figma file & prototype,
A clean component library,
The final deliverable documentation outlining interaction notes and edge cases.
All assets are ready for engineering, and I’ll be available to support development once a dev is brought on.
I wrapped the project up with:
An organized Figma file & prototype,
A clean component library,
The final deliverable documentation outlining interaction notes and edge cases.
All assets are ready for engineering, and I’ll be available to support development once a dev is brought on.
Figma Components Panel
Final Deliverable Documentation - Cover & Pg 1
Final Deliverable Documentation - Cover & Pg 1
STEP 5 OF 5
Reflection
Reflection
Astray gave me the rare opportunity to own a product experience from scratch, not just designing it, but shaping it.
Working directly with an early-stage founder under budget and time constraints meant I had to be both creative and pragmatic. I had to balance “blue-sky” vision with realistic execution.
Here’s what I took away from the process:
Lead with empathy.
People using this app are likely stressed, emotional, or overwhelmed. Every screen had to feel supportive, not transactional.
Community is a feature, not a bonus.
Encouraging ongoing engagement through social features wasn’t just a nice-to-have, it was the key to making the app sustainable long-term.
The MVP matters.
Cutting back on “dream features” like AI let us focus on what mattered most: speed, clarity, and connection.
I’m proud of the clarity and polish in this work, but even more proud of the product thinking that drove it, and the founder’s trust in me to bring it to life.
Astray gave me the rare opportunity to own a product experience from scratch, not just designing it, but shaping it.
Working directly with an early-stage founder under budget and time constraints meant I had to be both creative and pragmatic. I had to balance “blue-sky” vision with realistic execution.
Here’s what I took away from the process:
Lead with empathy.
People using this app are likely stressed, emotional, or overwhelmed. Every screen had to feel supportive, not transactional.
Community is a feature, not a bonus.
Encouraging ongoing engagement through social features wasn’t just a nice-to-have, it was the key to making the app sustainable long-term.
The MVP matters.
Cutting back on “dream features” like AI let us focus on what mattered most: speed, clarity, and connection.
I’m proud of the clarity and polish in this work, but even more proud of the product thinking that drove it, and the founder’s trust in me to bring it to life.
Click to copy:
myricklawson.a@gmail.com
Download resume
LET'S WORK
Connect with me
Click to copy:
myricklawson.a@gmail.com
Download resume
LET'S WORK
Connect with me