As the Founding Product Designer at Basepaws, I led a full redesign of the brand, digital product, and customer journey to support the company’s growth from a direct-to-consumer DNA test for cats into a broader pet health platform. I collaborated closely with product, marketing, and veterinary science teams to translate complex genomic science into a clear, engaging experience for everyday pet parents. This included evolving the visual identity, creating educational content design, and reimagining the UX for test activation, results delivery, and ongoing care recommendations. The refreshed brand positioned Basepaws as both scientifically credible and emotionally accessible—balancing lab-grade trust with the warmth and playfulness of pet ownership. On the product side, I streamlined the end-to-end user experience across key flows: purchasing and registering a test kit, waiting for results, interpreting health and breed reports, and taking action based on personalized insights. To reduce churn and increase engagement, I introduced a modular design system, improved mobile responsiveness, and incorporated trust-building UX patterns like progress tracking and veterinarian-backed content. These changes led to higher activation rates, reduced customer service tickets, and stronger retention across product lines. I also supported cross-functional roadmap planning and growth experiments, ensuring design played a central role in Basepaws’ expansion into wellness subscriptions and strategic partnerships.