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docs/product.md

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+# Product
+
+## Register
+
+brand
+
+## Users
+
+Busy Auckland dog owners, especially working professionals in the inner-west and nearby suburbs, who need dependable weekday care for dogs they treat like family. They are usually short on time, want a calmer home routine, and need to trust both the walker and the experience before booking.
+
+## Product Purpose
+
+Goodwalk exists to turn weekday dog care into a source of confidence rather than guilt or logistical stress. The site should quickly show what Goodwalk does, who it is for, why the service feels safer and more personal than generic dog walking, and how to book a free meet-and-greet with minimal friction.
+
+## Brand Personality
+
+Warm, grounded, premium. The voice should feel calm, reassuring, and human, with clear expertise but no corporate distance. The emotional goal is peace of mind: owners should feel that their dog will be known, safe, and genuinely looked after.
+
+## Anti-references
+
+Avoid generic SaaS landing-page patterns, loud pet-industry gimmicks, and clinical service-business layouts. This should not look hyper-animated, overly polished, corporate, cold, bargain-oriented, or like a template full of interchangeable cards and stock-style marketing language.
+
+## Design Principles
+
+1. Lead with trust before features.
+2. Show the emotional outcome, not just the operational service.
+3. Use restraint to signal quality: fewer, better elements with generous space.
+4. Make booking feel easy, personal, and low-pressure.
+5. Keep every page grounded in real dogs, real routines, and real care.
+
+## Accessibility & Inclusion
+
+Target clear, readable contrast, large tap targets, visible focus states, and strong mobile usability in outdoor and on-the-go conditions. Support reduced motion, preserve legibility at larger text sizes, and keep copy plain enough to reduce decision fatigue for anxious or time-poor users.