Case study 15 · ToeGrips · Shipped

An education-first store for worried dog owners

Mobility aid product website and educational customer experience

Role Project management, UX & e‑commerce design

Client Dr. Buzby’s ToeGrips — sold in nearly 60 countries, recommended by thousands of veterinarians

Scope Education-first UX · product trust · shopping

Status Shipped

The project

ToeGrips is a globally recognized mobility aid for senior, injured and special needs dogs, created by integrative veterinarian Dr. Julie Buzby. The brand's signature non slip nail grips help dogs regain traction, prevent slip and fall injuries and restore confidence on smooth floors. As the product grew to serve customers in nearly 60 countries and gain adoption from thousands of veterinarians worldwide, ToeGrips needed a clearer digital experience that blended education, product trust and straightforward shopping.

I led the project management, UX design and e commerce experience for the website redesign. I created product focused wireframes, simplified educational paths and intuitive shopping flows that help customers understand the science behind ToeGrips and choose the right size for their dog. Working closely with the team, I ensured the site balanced emotional storytelling with clinical credibility, resulting in a user friendly, supportive and conversion driven platform that reflects Dr. Buzby's mission to help dogs live happier, healthier lives.

Fig. 01The brand system at a glance — the real ToeGrips logo, voice lines and CTAs from the design comps, palette hexes sampled from the logo and live site, the educational navigation, and pack sizing.

Fig. 02Square social post templates set in the ToeGrips brand — hero, sizing, and education — with all copy pulled verbatim from the site navigation, buttons and packaging.

Toegrips Homepage — Fig. 03The full site in one window — 9 screens. Swipe or use the arrows to move between pages; tap any screen to view it full size.

Toegrips Product — Fig. 03The full site in one window — 9 screens. Swipe or use the arrows to move between pages; tap any screen to view it full size.

Brand & marketing

ToeGrips carries Dr. Buzby's handwritten logo lockup in a signature blue (#0077BE) alongside a sunny yellow (#FCEA7C), deep charcoal (#32373C) and a light sky tint (#E6F1F7), with Raleway as the working typeface on the live site. The design comps wear the voice plainly — "Get a Doggone Grip™" scripted on every pack, the "3 Steps to a Happy Dog" path (Find the Right Size, Get ToeGrips), a homepage press bar featuring the Chicago Tribune, The Dodo, The Huffington Post and Toronto Star, and a free‑shipping offer bar running beneath the navigation.

The brand sheet and social post layouts at the top of this page are portfolio templates set in that system — every line is navigational or brand copy taken verbatim from the design comps and the live site. Below, real project assets: the full set of page design boards and the mobile homepage design.

Four full-page ToeGrips design boards: homepage, Our Story, product page, and the What are ToeGrips education page — Fig. 04A real project asset: the full‑page design boards from the redesign — homepage, Our Story, product, and the What are ToeGrips? education page.

ToeGrips mobile homepage design shown at phone width, from the hero through the yellow footer — Fig. 05A real project asset: the mobile homepage design, end to end.