AW

The pets zone

PAW is a website that lets users find the pet that best matches your personality traits and adopt them

Contribution

Product strategy, User research & Analysis, Persona creation, Value proposition, market analysis, Storyboard, information architecture, user flow , Wireframes, UI Design & Prototyping, Usability Testing

Target audience

Pet lovers

Duration

(Nov 2021 -Dec 2021)

View final designs

That’s how it began!

Designing for a social cause

These news's that we see everyday points the need for doing something that becomes a positive for both humanity and animals

Process

PROBLEM

6.5 million

million animals enter shelters each year but only 3.2 million are adopted

70% of people who acquire them end up abandoning or giving them away Tech progress in animal welfare and adoption is limited and stagnant

PAW

SOLUTION

PAW is a website that lets users find their pet. Organizations or people who are interested in animal welfare are coming together in a single place and joining for a better cause.it can improve the adoption rate, and save furry lives.

BUILDING PAW

What i did and what i learned

I adopted a design thinking process for approaching the problem

Empathise

Research
Persona
Empathy map
User journey map

Define

Problem statement
Value proposition
Competitive analysis

Ideate

Story board
information architecture
User flow

Prototype

Wireframe
Low-fidelity
High-fidelity

Evaluate

Research plan
Usability test

EMPHATISE

Emphatize

Screen-Shot-2020-05-11-at-8.35_edited.jpg

Reasons for pet adoption

Reasons for pet abandonment

Pet adoption place

43%

people has increased interest in adoption after pandemic

13%

Buying pets online has increased from 3% to 13% from 2013-2020

80%

People are looking for a particular breed when looking for pets

36%

The main reason for pet abandonment is behaviour and incompatibility issues

Matching your personality traits with the right dog is the most interesting part in designing.
so to understand this I did a study on personality traits. And Other thoughts and research understandings is consolidated into a document

Insights

Adoption

Features

Pet matching

No research

Filter

Adoption has increased now. So there are chances of more users to access the website

Adding more features to the website would help retain the users

Pet matching feature is necessary because not every pet may get connected to the user

People don't do much research . So If website experience is great, this helps retain more people

Filter option help people who look for a particular type of pet

Users

The primary users are people who want to adopt pets. The second user is the animal shelter owners who want the pets in the shelter to be adopted

Pet adopters

Animal shelters

Understanding the user

Interview

I Held 4 interviews with users

Questions

Which is your pet?
Did you adopt or buy your pet?
What are the things that you looked into before buying your pet?
How was your adopting experience
Is there something you would like to change about the experience
What do you think are the reasons why people are not interested in adopting
What are the things needed for your pet

interview-concept-illustration_114360-16

interview responses

" I feel sad when I see animals roaming around the street "

- Sreekala

From interview

Insights

Adding a pet shop section in website will cater the need of adopted pets.

It's preferable to show the pet to one doctor. So create an option where the pet can have an online consultation

People prefer pets from nearby locations to reduce the difficulty in going to the adoption center a lot of times

A section that shows resources, articles for people to read is necessary (educate people)

Meet Nikita, Anagha & other pet lovers

Consolidating the research & interviews, I created a narrative journey that centers around a Pet lover, Nikita. The goal was to better understand this experience, the potential pain points/opportunities for design

Nikita

Anagha

Developed an empathy map identifying and consolidating the thoughts, feelings, and traits of all the users

Rohit

Sreekala

Pain points

1

Distance

People find it difficult to travel long distances to look for adoption centers and end up not getting the pet they want

2

Time

Don’t have time to browse though different resources to identify which is the right one

3

Confused

Confused about which breed is best, or which breed is good for a particular user

4

Access

The user has limited access to good sources of pet adoption and after adoption pet care

User journey map

I mapped out the users’ steps to see how I could simplify their journey to help them reach their most important goals with the product.

Sees street animals which are in need

AWARE

Difficulty in deciding which pet. Thinking about adoption problems

Connect with organizations, People and bring everything under one

Searches for adoption centers, ask Family and friends

SEARCH

Trustworthy options are less, how hard is the procedure, is meeting the pet possible

Include details of adoption procedures, details of pet and reviews to increase trust

Finds adoption center, selects pet and think about adopting

FIND

Finding adoption centers in nearby locations is difficult. need to travel every time to look for pet

viewing the pet online through a video call, and option to check online if the pet is available or not

Fills the adoption papers, wait for clearance, takes pet home

PROCESS

Tiring to fill everything. and not aware of what are the other papers required

Online form filling. all process detailed out for the user to view, the stages and procedures

Looks for post-adoption necessities, doctor food, etc.

POST ADOPTION

Not aware of what food to give the pet, which doctor to show etc.

Bring post adoption features in the section and all needs can be done through the online platform

DEFINE

View competitive analysis

Competitive analysis

I analyzed the products of competitors who offer similar products which gave me a well-rounded foundation about the market the product will enter.

identified direct and indirect competitors.

Insights

The websites don't have great UX
filters are provided like breed, age, size, gender, etc
The websites have images of pets but none of them has videos on them
Not all information about the pet is available
No options for after-adoption care

Value proposition

I Thought about the basic features the product can provide and developed a value proposition of the product

Define

Goal statement

PAW will let users identify and adopt the pet from a lot of options. Users can select the right pet based on their needs and also get the awareness needed for pet adoption along with the aftercare needs. The effectiveness can be measured by retention engagement of users and reviews (KPI)

IDEATE

Storyboard

I created a big picture storyboard and close-up picture storyboard which helped me visually predict and explore user’s experience with the product

Big picture Storyboard

UX Design Certificate - Storyboard [Template] (5)_page-0001.jpg

Closeup picture Storyboard

UX Design Certificate - Storyboard [Template] 3_page-0001.jpg

Information architecture

Site map

Based on the opportunity areas I summarized, I defined the websites basic product structure

Ideate

User flow

Low fidelity prototype

EVALUATE

Usability study

Before conducting the usability study, I developed the research questions, methodology, key performance indicators, and prompts for the study . View research study

Conducted an unmoderated usability study with 5 participants and recorded the observations. Developed insights from these observations

Insights

Users felt there are no proper notifications after completion or selection.

Users felt the filters are not interesting and felt like a form.

All the user flows are not fully complete and confusing in some areas.

The adoption form is very tiring to see. doesn't feel like entering data

No idea how much more stages are required to complete the process.

No clue about the status of the appointment with the shelter owner

Refining the designs

Evaluate

After the usability testing from the insights achieved made changes to the prototype

Problem : Users felt there are no proper notifications after completion or selection.

Solution : Gave a pop-up window that shows proper notification after completion of a process

Problem: The adoption form is very tiring to see. doesn't feel like entering data

Problem: No idea how much more stages are required to complete the process.

Solution: Designed the adoption status screen which visually shows the stages of the process and how many more stages are required in the completion of the process