THE PRODUCT
Aurora Pet Co. is a seamless subscription platform with vet-backed delivery and a focus on chronic conditions, designed to make pet health more affordable and accessible across Canada. The solution addresses the unmet need for an online pet pharmacy in the Canadian market.
DESIGN CHALLENGE
How might we make pet medication affordable and accessible for every Canadian pet owner?
Market pressure
Pet ownership is rising across Canada, but medication remains expensive and inconsistent to access. More families need chronic-condition support, yet affordable options are still fragmented.
Why this gap matters
Canada has 16M+ pet owners and still no dominant online pet pharmacy. Regulatory complexity and limited vet access slow care at the exact moment speed and trust matter most.
DESIGN SYSTEM
Designed to feel trustworthy, warm, and helpful.
Colours
Typography
Typography and readability
Display headings use a serif voice to feel professional and reassuring, while body copy stays in Arial for quick scanning and high legibility. This keeps medication details easy to read on first pass, especially for stressed pet owners making health decisions.
The type scale is intentionally calm: large section prompts for orientation, clear subheads for hierarchy, and restrained body sizes for long-form product and prescription information.
Colour, imagery, and trust signals
Soft pink and forest-green accents create a caring tone without looking childish. Green carries reliability for healthcare actions, while pink keeps the product warm and approachable.
I chose real pet photography to make the experience feel human and familiar, not clinical. Combined with clean spacing and predictable layouts, the visuals help owners feel guided through prescriptions, cart decisions, and refill workflows.
DESIGN SHOWCASE
REFLECTIONS
Designing for trust in healthcare
Pet owners making medication decisions need to feel safe. Every design choice — from the prescription validation flow to the pricing display — had to reduce anxiety, not create it. I learned how much tone and visual hierarchy matter in high-stakes purchase decisions.
PM and design at the same time
Working across both roles meant I had to make decisions about what to build before I designed how it would look. That tension made the product sharper — every screen had a clear job, because I'd already argued about whether it should exist at all.