The Farmer's Dog

Longer lives, one bowl at a time.

The Farmer’s Dog is a fresh pet food pioneer that helped redefine the $100B pet category through a vertically integrated DTC model, a science-backed personalization engine, and a strategic evolution from functional product to lifestyle brand. The company saw rapid hyperscaler growth, achieving $1.2B+ in revenue and profitability, while maintaining strong customer love and product trust.

I joined as the first product design hire, built the function from zero to one, and helped shape the company’s end-to-end product experience across personalization, subscription, and e-commerce. I also helped lead the brand system transition, ensuring seamless execution across the web app and company website.

Role & Responsibilities

Led product design across the customer experience while building the team, systems, and workflows from the ground up.

Built and scaled the product design function from scratch, including hiring, management, rituals, and systems.
Led end-to-end design for onboarding, personalization, checkout, and post-signup experiences.
Partnered with engineering on seamless product updates and rollout workflows.
Played an integral role in the brand refresh, partnering with the internal brand team (in collaboration with Pentagram) to successfully transition the company’s new visual identity across both the product experience and the marketing website, ensuring cohesion, clarity, and executional consistency.
Delivered concepts for retention levers, including referrals and add-ons.

Post-checkout What’s Next experience for new subscribers — Designed the post-signup and post-checkout experience to guide new subscribers through what’s next — reinforcing confidence, managing expectations, and extending the personalized journey beyond conversion.

Selected Outcomes

Shaped core product flows during a key growth window, contributing to a measurable lift in onboarding conversion as the company approached $100M+ in ARR by 2020.
Built the product design function from the ground up, with team structure and systems still influencing the org today
Redesigned personalization and subscription flows, laying the foundation for LTV and retention gains.
Collaborated with the internal brand team during the rebrand process while they partnered with Pentagram, ensuring type, system, and product cohesion across surfaces.
Delivered new concepts for referrals and add-ons that informed future product expansion.

Concept for DIY nutrient mix shopping and education — Prototype for the Farmer’s Dog DIY Nutrient Mix, a concept for customer education, shopping, and recipe pairing.