Summary
Project type: Add A Feature - Petco
Role: UX/UI design,
Industry: Animal Care, Pets
Team: Independent Independent project with feedback from mentor and peers
Tools: Figma, Google Forms/Sheets, Optimal Sort, Photoshop
Background
As of 2021, 13 million U.S. households own small pets like hamsters and rabbits, while 4.9 million own fish. Despite the dominance of dogs and cats, the small pet market is growing. To support potential small animal and bird owners, Petco does not have a live animal viewer on its website, providing detailed profiles to streamline the adoption process and promote responsible pet ownership.
Problem
Despite the rise in small animal and bird ownership in the U.S., prospective pet owners often struggle to access detailed information needed for informed decisions. This includes specifics about pet care, behavior, and compatibility with different households. The lack of comprehensive resources can lead to uncertainty and uninformed choices, underscoring the need for accessible guidance to promote responsible pet ownership.
Solution
To address this, Petco is launching a live animal viewer on its website, offering comprehensive pet profiles to streamline the adoption and purchasing process. This initiative aims to enhance customer satisfaction, promote responsible ownership, and support the growing community of small animal and bird enthusiasts
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RESEARCH
Methods: Competitive Analysis, User Interviews
Research Goal:
The goal of this research is to evaluate the effectiveness of the newly implemented live animal viewer feature on Petco's website in enhancing user experience, facilitating informed adoption and purchasing decisions for small animals and birds, and promoting responsible pet ownership. This research aims to understand user satisfaction, identify any usability issues, and measure the impact of the feature on customer engagement and adoption rates.
Research Objective:
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How might we provide comprehensive bird profiles with essential details such as age, gender, and wing clipping status to help users make informed adoption decisions?
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How might we streamline the adoption process by implementing an online booking system for small animals, enhancing convenience for users and increasing adoption rates?
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How might we promote the adoption of older animals and those in urgent need through targeted marketing campaigns and incentives, fostering a culture of compassion and responsible pet ownership?
Competitive Analysis
I commenced by downloading and meticulously scrutinizing prevalent products presently available to address this pertinent challenge. Engaging in an in-depth assessment, I meticulously examined their diverse attributes in conjunction with feedback from end-users. This comprehensive analysis enabled me to gain insights into the inherent strengths and weaknesses of these applications, pinpointing prospective avenues for market expansion and enhancement.
Key Takeaways:
1. Product Range and Availability:
- Petco and PetSmart: Both national chains offer a wide variety of pet supplies, including food, toys, and accessories for small animals, birds, fish, dogs, and cats. They have extensive inventory management systems ensuring product availability.
- The Pet Zone: Typically has a more limited range of products due to space and budget constraints but may offer unique or locally sourced items not found in larger chains.
2. In-Store Experience:
- Petco and PetSmart: Feature large, well-organized stores with clearly labeled sections. They often have live animals on display and offer services like grooming and training.
- The Pet Zone: Provides a more personalized and intimate shopping experience. Staff may offer more individualized attention and expert advice based on local knowledge and experience.
3. Online Presence and E-commerce:
- Petco and PetSmart: Both have robust e-commerce platforms with features like live chat support, detailed product descriptions, user reviews, and comprehensive care guides. Petco's new live animal viewer feature aims to enhance the online adoption experience.
- The Pet Zone: Many smaller stores lack sophisticated e-commerce capabilities. Their online presence may be limited to basic information and a smaller selection of products available for online purchase.
4. Customer Service and Support:
- Petco and PetSmart: Offer extensive customer support options, including phone, email, and live chat. They also provide loyalty programs and membership benefits.
- The Pet Zone: Often excels in personalized customer service, with knowledgeable staff providing tailored advice and support. However, they may have limited customer service channels compared to larger chains.
5. Adoption Services and Animal Welfare:
- Petco and PetSmart: Both support pet adoption initiatives and partner with local shelters and rescue organizations. They frequently host adoption events and have dedicated sections on their websites for adoptable pets.
- The Pet Zone: Adoption services can vary significantly. Some may collaborate with local rescues, while others might focus more on sales of animals from breeders. Their commitment to animal welfare might be less standardized.
6. Educational Resources:
- Petco and PetSmart: Provide extensive educational content through their websites, including care guides, tutorials, and blogs. Petco's new feature enhances this by offering detailed profiles and care information for small animals and birds.
- The Pet Zone: While often knowledgeable, local stores may not have the same level of comprehensive online resources. They rely more on in-store interactions to educate customers.
7. Community Engagement:
- Petco and PetSmart: Engage with their communities through events, workshops, and partnerships with local shelters and rescues.
- The Pet Zone: Often deeply rooted in the community with strong relationships with local customers and organizations. They may participate in or sponsor local events and activities.
8. Pricing and Promotions:
- Petco and PetSmart: Can offer competitive pricing and frequent promotions due to their larger scale and buying power. They also provide price matching and loyalty discounts.
- The Pet Zone: Prices might be higher due to smaller scale, but they often offer unique promotions or discounts to regular customers. They may also provide value through personalized service and expertise.
Summary:
While Petco and PetSmart provide extensive product ranges, strong online platforms, and consistent customer service, local pet stores offer personalized experiences and community engagement. Petco's new live animal viewer aims to bridge the gap between online convenience and informed, responsible pet ownership, setting a new standard in the competitive landscape.
In-Person Interviews
Using a script of prepared questions, I spoke one-on-one with five potential users. I recorded all the interviews and made a Word file with the transcript to refer it later, gathering key findings and eventually determining recurring themes among potential users.
Throughout interviews, I consistently upheld a receptive and impartial demeanor in formulating my responses. I chose the participants based on their pet ownership status and only if they used Petco in the past or in the present. I specifically chose small pet owners who are looking get more resources with regards to their community.
Total Participants: 7
Ages: 20-70
Small Pet Ownership: All of the participants are small pet owners as well as one of the participant is a new small pet owner and is looking get his first small pet via Petco.
Learnings:
Upon diligently sorting through these valuable insights, it became remarkably evident that healthcare-related tasks were inherently personal to individuals, serving as a significant source of stress in their lives. The consensus among those interviewed was a persistent desire for order and structure; however, they found themselves grappling with disparate methods, intricate human interactions, and an overarching sense of feeling utterly overwhelmed by the sheer complexity of it all.
Affinity Mapping Findings
1. Frequency of App Usage
Main Points:
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Users frequently use the app for purchasing pet supplies.
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Usage varies based on needs, from daily to occasional use.
Subcategories:
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Heavy Users: Rely on the app for all pet needs, including food, supplies, and grooming services.
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Moderate Users: Use the app for routine purchases and occasional information searches.
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Light Users: Use the app sporadically, mainly for price comparisons or when convenient.
2. Desired Features
Main Points:
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Users want features that enhance convenience, such as streamlined checkout and personalized recommendations.
Subcategories:
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Detailed Descriptions: Including ingredient lists and product use instructions.
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Customer Reviews: To inform purchase decisions.
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Real-time Inventory: Checking product availability at local stores.
3. Desire for Automation and Personalization
Main Points:
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Users appreciate automation for tasks like reordering supplies.
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Personalized recommendations based on pet profiles are highly desired.
Subcategories:
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Automated Reminders: For product replenishment based on usage patterns.
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Customized Suggestions: Based on pet age, breed, and health.
4. Importance of Reviews
Main Points:
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Reviews play a crucial role in purchase decisions.
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Users look for detailed and honest reviews.
Subcategories:
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Authenticity: Ensuring reviews are from verified purchases.
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Detail: Reviews should cover pros, cons, and specific use cases.
5. Challenges with Reviews
Main Points:
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Users face difficulties in filtering relevant reviews.
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Some reviews lack detailed information.
Subcategories:
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Filter Options: Users need better filtering options for reviews.
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Review Quality: Emphasis on the need for comprehensive and helpful reviews.
6. Recommendations for Improvements
Main Points:
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Suggestions for enhancing the app’s usability and feature set.
Subcategories:
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Enhanced Navigation: Improving the user interface for ease of use.
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Expanded Features: Adding more detailed product descriptions, better review filters, and automation options.
Detailed Recommendations:
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Logan:
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Detailed product descriptions and guidelines.
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Enhanced search and filtering options for reviews.
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Elizabeth:
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Specific, detailed reviews, possibly with video or photo attachments.
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Streamlined customer support.
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Zoey:
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Additional informational tooltips and hints throughout the app.
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Personalized user experience enhancements.
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Marianne:
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Improved automation for routine purchases.
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Customized notifications and alerts for pet care.
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Heather:
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Access to detailed information about products and pet care.
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Improved filtering for reviews and product searches.
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Marty:
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Enhanced quality control for reviews.
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More personalized and detailed product recommendations.
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These insights provide a comprehensive understanding of user needs and challenges, suggesting various improvements to enhance the user experience on the app.
Customer Journey Map
A customer story map (or a customer journey map) is a powerful tool to map out the entire end-to-end experience a user takes to achieve a specific goal. It breaks down a complicated set of events or processes into swimlanes that list the steps your user must accomplish towards completing their goal.
This method allows you to uncover the user’s actions, emotions, and thoughts at each step. Furthermore, documenting their thoughts and emotions helps you define pain points and opportunities that may require consideration.
Therefore, I decided to map out the customer journey in the below format.
User Steps and Actions
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User decides to purchase a small animal/pet
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User googles and explores the Petco website.
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Open the Small Animals Page
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User navigates the website and selects the small animals category.
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Select the Small Animal
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User decides on the type of small animal/reptile and clicks on "Live Pet Animal."
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Browse the Animals
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User views available animals in a grid format and selects a bird for more information.
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Make a Selection of Animal to Purchase/Adopt
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User clicks on a specific bird but lacks detailed information.
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Purchasing the Animal and taking it home
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User completes the purchase and takes the animal home, experiences vary.
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Goals & Experiences
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Research: Ensure new pet compatibility with existing pets.
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Information: Obtain detailed information about the selected animal.
Feelings and Thoughts
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Anxious: Throughout the process due to uncertainties.
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Hopeful: When starting the selection process.
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Frustrated: Due to lack of detailed information.
Pain Points
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Overwhelmed: By too many options and lack of guidance.
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Confused: Due to a disorganized website and confusing dropdown menus.
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Unsatisfied: With limited information and static images of animals.
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Disappointed: If the pet experiences issues after bringing it home.
Opportunities
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Structured Navigation: Improve website organization to help users navigate more easily.
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User-Friendly Interface: Simplify dropdown menus and improve layout.
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Enhanced Display: Show actual pictures and detailed profiles of animals.
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Educational Resources: Provide guides/tutorials for new pet owners on caring for their pets.
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Online Booking System: Implement a system for booking animals online.
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Care Guides: Create digital or physical guides to assist new pet owners in the initial days.
By addressing these pain points and seizing the opportunities, the user experience on the Petco website can be significantly improved.
Persona
From the themes that emerged, I then formed three personas to represent potential users for this product.
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User Personas Identification: Utilize interviews and affinity mapping techniques to discern various user personas. Analyze behavioral patterns, preferences, and requirements of users efficiently.
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User Personas Creation: Craft detailed user personas based on identified patterns. Each persona represents a distinct user type, highlighting their characteristic traits and behaviors.
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User Understanding: Acquire in-depth insights into user demographics through persona analysis. This facilitates a comprehensive comprehension of diverse user profiles within the healthcare app domain.
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Personalized Design and Development: Implement user personas as a foundation for designing and developing the app. This approach ensures the app's alignment with specific user needs and preferences.
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Targeted Product Enhancement: Concentrate on user personas to enhance the app's functionality for its intended users. By catering to these personas, the app becomes more adept at addressing various healthcare requirements effectively
How might we provide comprehensive bird profiles with essential details such as age, gender, and wing clipping status to help users make informed adoption decisions?
Project Goals
Subsequently, to facilitate well-informed decision-making regarding the website, it was paramount for me to meticulously reexamine and reinforce the project's objectives based on my comprehensive research findings. It was of utmost importance to ascertain that these objectives were harmoniously aligned before embarking on the intricate nuances of the website.
Link for the Detailed Project goals
Features Roadmap
As the robust foundation of my product goals stood firmly outlined, the juncture had arrived to embark on the meticulous journey of developing a distinguished array of features. This intricate process entailed the meticulous assignment of precise priorities to each feature, a task curated with utmost care and strategic foresight. Each priority level was intricately calibrated based on its paramount importance in aligning with the overarching business objectives and meeting the discerning needs of our esteemed user base.
Below are the MUST HAVE features in the app.
DESIGN AND PROTOTYPE
User Flow and Task Flow
I mapped out key flows for the site to start to visualize how users could move through the design. This process allowed me to identify complexities that I may not have thought of before.
I would suggest visiting the link by clicking on any images below since the flowchart is very detailed, it is hard to put that on the case study.
Scenario 1 : The user has to purchase a blue parakeet and he needs to browse the available parakeets and he wants to book the parakeet online and pick it up in the store.
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Low-Fidelity Wireframes
With key flows meticulously mapped out, I delved into an extensive evaluation of a myriad of organizational apps to analyze diverse design patterns for inspiration. Subsequently, I commenced the creation of a Lo-fi wireframe on Figma, painstakingly iterating through numerous versions of pivotal screens to fully articulate and materialize all my conceptualized ideas.
Low Fidelity Wireframes Desktops
Low Fidelity Wireframes Mobile
High-Fidelity Wireframes
Having meticulously crafted the visual style and principles to embody simplicity and tranquility, I proceeded to translate these into refined hi-fidelity wireframes. Iterating through multiple versions of crucial screens, I meticulously saved each iteration for future reference. Soliciting additional feedback, I honed the wireframes until achieving a level of satisfaction. Subsequently, I advanced to prototype development, intending to subject the design to rigorous usability testing.
TESTING & ITERATION
Usability Testing
Utilizing the Figma prototype as a platform, I conducted comprehensive usability testing focusing on two pivotal functions of the site. This meticulous evaluation aimed to gauge user interaction, identify potential pain points, and iteratively refine the design to ensure optimal usability and user experience.
Number of Participants: 5
Tool: Figma
Key Insights on the Results:
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The live animal viewer feature has an intuitive layout that guides users seamlessly through finding and viewing available animals.
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Animals are categorized by type, making it straightforward to find specific pets.
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A robust search bar allows users to filter animals by attributes like age, gender, species, and availability.
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Each animal profile includes detailed information such as age, gender, wing clipping status, and personality traits.
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High-quality images and videos, along with educational resources, provide a better understanding of each pet.
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Real-time inventory management ensures users see up-to-date information on animal availability.
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A secure online booking system allows users to reserve or adopt animals directly through the website.
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The live animal viewer is accessible across desktops, tablets, and smartphones.
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Personalized recommendations based on user interactions help find suitable pets quickly.
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Users can provide feedback on their experience, which helps improve the feature.
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Links to educational content on pet care are easily accessible from the animal profiles
FINAL DESIGN
Final High-Fidelity Wireframes
After conducting peer reviews, I revisited the UX to better align with user needs, focusing on accessibility and intuitive interactions. By gaining deeper insights into the user perspective, I refined navigation flows, optimized information architecture, and improved usability. These iterative enhancements ensured a seamless and user-friendly experience, leading to the finalization of the designs.
Live Website Vs My Suggested Additional features
Live Website
My Website
Live Website
My Website
Final Web Mockup - Petco
Final Mobile Mockup - Petco
Future Iterations & Retrospective
Future Iterations
Usability testing revealed key opportunities to enhance the live animal viewer feature. Implementing a notification system would keep users informed when new animals matching their preferences become available, improving engagement. Introducing community-driven features, such as forums or discussion spaces, would foster user interaction, allowing adopters to exchange insights and seek guidance. Additionally, integrating an appointment scheduling system for in-person visits and meet-and-greets would streamline the adoption journey, reducing friction and enhancing the overall user experience.
Retrospective
Usability testing uncovered valuable insights to refine the live animal viewer feature. Implementing a real-time notification system would enhance user engagement by alerting them when animals matching their preferences become available. Adding community-driven elements, such as discussion forums and Q&A spaces, would encourage knowledge sharing and create a supportive adopter network. Furthermore, integrating an intuitive appointment scheduling system for in-person visits and meet-and-greets would optimize the adoption flow, minimizing friction and improving the overall user experience.
Bonus
