Life with a dog needs people. Amor de Cão is a community app for dog people: owners, adopters, professionals, rescuers, and those who don't have a dog but chose this life anyway. Four ways to care in one app: communities that welcome and answer, a Diary that keeps track of the dog's day, a weekly Circle that turns some attention back on the person doing the caring, and adoption happening inside the network instead of beside it.
THE CHALLENGE
They hired me twice. First for the launch site, and months later, with the app already live and downloads far below target, to rebuild the screens. The screens were part of the problem, yes: amateurish, inconsistent, nothing that would earn a stranger's trust. But the audit turned up nine bottlenecks, and the worst ones weren't visual. The app opened on a swipe screen, so it read as a dating app before anyone understood what it was. One woman said her husband wouldn't let her use it, for exactly that reason. Onboarding demanded effort before delivering any value. The communities, which were the whole point, were empty. And the app had launched without a single metric in place, so every decision until then had been made on the founder's gut.
THE SOLUTION
I ran a strategy sprint and delivered the product blueprint: a new ICP, market and competitor analysis, nine bottlenecks, one north-star metric with a clear trigger for when it changes, and seven decisions the team could stop reopening. The first was to remove matching for good and put communities at the center of the logged-in experience, with adoption as an open shelf rather than a closed funnel. From there, I rebuilt the foundation: positioning, narrative, brand, logo, and design system, plus 28 mapped screens and a handoff covering every state and edge case—enough for the dev team to build without having to guess what I meant.
THE OUTCOME
Product repositioned and rebuilt end to end, relaunching now.
Enough about me. Let’s talk about your next move.
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