Original Platform for Good Dog
Before Good Dog, pet scams were widespread, and no trusted source existed for finding reputable breeders, shelters, and rescues. Good Dog changed that, creating a reliable way for people to find their perfect dog.
As the founding designer at Good Dog, I shaped the platform from 2017 on—designing the consumer experience, breeder software, and companion apps. I partnered with Pentagram on branding and built a unified design system, playing an integral role in Good Dog become the industry’s leading platform, beloved by breeders and dog owners alike.
circa 2017-2018
Buyer Experience
We started with a blank slate and a clear goal: connect good buyers with good sources to help people find a good dog. Backed by insights from extensive user interviews, I led the design of the original Good Dog platform—from the ground up.
The core experience included search and browse, breeder profiles, puppy detail pages, an application process, messaging, payments, a learning center, and more. My aim was to strike a balance between the joy of adopting a dog and the trustworthiness needed to make such an important decision online.
While building the product, we partnered with Pentagram to craft the brand identity. Once the brand direction was set, I developed a cohesive design system to unify the platform and ensure consistency across every touchpoint.
User feedback and intuition guided every step. We heard repeatedly in interviews that Good Dog was the only platform people felt they could trust—a trust built through clean, modern design and a transparent experience. We set a new standard for how people get a dog online, helping make the process safer, smarter, and more humane.
Breeder Experience
The responsible breeder community had long felt misunderstood—often unfairly grouped with puppy mills despite their deep commitment to their dogs. At Good Dog, we set out to change that.
We listened closely to breeders, understood the challenges they faced, and built tools to help them run their programs more efficiently—while connecting their puppies with the right homes. Our team of veterinarians and animal scientists developed a rigorous screening system to ensure only ethical, high-quality breeders joined the platform. I designed the online portion of that screening experience.
I also led design for the full suite of breeder tools, including editable profiles, a waitlist manager, customizable applications, litter and breeding dog management, messaging, payments, and more. Breeders who passed our screening were proud to display their Good Dog badge—on their websites and even at the entrance to their properties.
Beyond the platform, we built a trusted brand and community that celebrated good breeders. We launched resources like a learning center and podcast to support them, not just as sellers, but as stewards of their breeds. The result was a product and platform that earned deep trust and real love from the very people it was built for.