NovaPet is a product-led insurance app designed for the Italian market, where pet insurance is largely unfamiliar and culturally uncommon. The challenge was not only to design an effective digital product, but to introduce an entirely new category in a way that felt relevant, trustworthy, and desirable to pet owners.

‍

I worked on the project in partnership with Minimal Viable Launch, collaborating closely with their internal designers while leading the design development across product, visual design, and brand. My role involved coordinating across teams and translating early thinking and research into a cohesive, investor-ready product experience.

User research played a key role in shaping the work, helping validate early concepts while uncovering cultural attitudes toward pet care and insurance. These insights informed both product decisions and wider business strategy, guiding how NovaPet could challenge existing norms without alienating users.

‍

The brand was designed to feel minimal, high-quality, and approachable. Soft pastel colours and a refined serif typeface were used to create a calm, premium aesthetic aimed at attracting younger pet owners and building trust in a new category.

‍

AI-driven features were explored to support proactive pet care and elevate the overall service offering. The resulting designs and research outputs were used to take the business into its next phase, directly supporting a $6M investment to move forward with the app’s development.