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IndyPaws.com

Launched in April 2007

350,000 page views a month. During Falcon cam season, site traffic jumps to 7 million page views a month.

Pet supplies and services are a huge industry. According to the American Pet Products Association, pet parents spent $9.8 billion dollars in 2008. Pet ads are placed by everything from mega-chains all the way down to weekend dog sitters. Pet parents are hardcore spenders and treat their pets like family. They also love talking about their pets, telling stories and taking photos. The Star needed a platform to empower pet owners while increasing their reach and brand recognition inside the petsanity.

IndyPaws.com was the result of this drive. It is a light-hearted and fun pet lover's social platform. It includes profiles for pets and owners, message boards, galleries, special events calendars, special offers and promotions, pet adoption and clinic resources and the very popular Falcon Cam.

I provided interaction designs, wireframes and mockups, graphics/illustrations and completed HTML pages. Running on Ruby on Rails, the site was developed and released in a dizzying fury. I enjoyed this project a great deal because it involved a lot of fun illustration opportunities and had a very strong social service component. This was also the first project in which I built the vast majority of the front-end by myself and consider it a watershed moment in my career.

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