An online calling card for a dog school

About the project

Psocházky is a service focused on socialising and training reactive or uncertain dogs in a real environment. The project became a digital home for trainer Šárka, who helps owners handle difficult situations on everyday walks.

The main goal was to create one clear place where clients can find all the important information about the service, how it works, and how collaboration happens. Until then, communication lived mostly in a Facebook group that was fragmented and hard for new people to grasp.

The website therefore explains the principle of training “in motion”, sets the service apart from ordinary dog walking or classic training grounds, and also offers structured content and a logical path to enquiry and booking.

Research

The original communication happened mainly in a closed Facebook group. For owners of reactive dogs, who are often stressed and looking for quick understanding, that environment was a barrier.

In the UX strategy I focused on:

• A clear definition: immediately showing who the service is for, so the owner doesn’t waste time.
• Education: explaining the difference between ordinary walking and professional training.
• Empathy: removing the fear of judgement or failure that these owners often feel at classic training grounds.

The website thus becomes a first step towards calm and trust even before the first meeting.

The original fragmented structure of information on social media, which made orientation harder for new clients.

Idea

The main motif became calm, control, and safety.

I wanted to create an environment that does not feel like training pressure, but like a guide. The website becomes a place where the user quickly understands that their situation has a solution.

The structure is designed around real user situations, not just a list of services. The emphasis is on leading people to action step by step, without overwhelming them.

Design

The visual style comes from the natural environment where the training takes place. Muted colours, plenty of space, and simple typography support a sense of calm and clarity.

• a clear split of services (group walks vs. individual lessons)
• fast orientation in the content
• as few steps as possible to make an enquiry

The website is designed mobile-first — because users often look for information during walks.

Reflection

Working on Psocházky made me realise how much design can change the perception of a service that used to be ‘hidden’ in the chaos of Facebook. The key was understanding the context the user is in — often tired and looking for help. I take away the experience that even a technically simple website can have a huge impact if it speaks to the user in a language they understand at that moment.