Background
The Problem
The Solution
Duration
Role
Collaborators
Tools
User Interviews
We initiated our research with user interviews. We interviewed ten dog owners with varying levels of experience and dog breeds to gain insights into their perspectives and challenges related to dog ownership. Additionally, we explored the existing services in the market and how these users utilize them.
We want to understand what a dog owner's pain points are when trying to find a reliable sitter for their dog, while also how they find a community that could participate to socialize their dog.
Objective 1: How do dog owners meet their dog sitting needs?
Objective 2: Understand different solution options a dog owner has to fulfill their dogs needs.
Objective 3: What community initiatives are dog owners seeking?
Objective 4: To understand what a dog owner looks for in order to build trust and safety
Objective 5: What drives a dog owner to put a monetary value on dog services?
Research Findings
Through our interviews, we acquired valuable insights into the concerns and needs of pet owners. We then proceeded to analyze this information, delving deeper into the underlying roots of the identified problems.
These are our top findings from user interviews:
Many new dog owners seek resources and tools to help them assess their dog's readiness for social interactions and identify appropriate playmates based on size, age, and temperament compatibility.
Many dog owners struggle to find reliable and trustworthy dog service providers in their area.
Owners seek personalized recommendations for dog services based on their specific needs and preferences.
A significant number of dog owners are interested in connecting with other dog owners nearby for socialization and playdates.
Cost-effectiveness and value for money are important considerations for dog owners when selecting service providers.
New dog owners often feel overwhelmed and uncertain about navigating their role as a pet parent, particularly regarding their dog's socialization needs.
Owners are interested in features that facilitate communication and coordination with other dog owners, such as messaging and event planning.
Safety and security are top concerns for dog owners when choosing service providers or arranging dog meetups.
Affinity Diagram
From the user interview notes and transcripts, we extracted valuable insights. These insights were organized into categories with clear headers, allowing us to gain a deeper understanding of the needs expressed by the users we engaged with at a micro and macro level. Below is an image of the groupings we made in Miro.
Competition Analysis
In addition to the insights gathered from users, we conducted a comprehensive competitive analysis. This involved examining existing services available in the market, studying their functionalities, user interactions, and identifying areas of strength and weakness. Our aim was to draw inspiration from successful aspects and enhance any identified weaknesses in our approach. Below, you'll find a graphic that synthesizes our research findings into a concise reference tool.
Problem Statment
As we completed the second phase of the double diamond process, we transitioned into defining our problem with greater clarity. Crafting a problem statement was essential to precisely identify the challenges at hand and pave the way for developing effective solutions.
Many dog owners face challenges in finding reliable and convenient solutions to fulfill their pets' needs. Moreover, existing products and services fail to provide a sense of community for owners to engage and socialize their beloved companions. Our mission is to develop a platform that not only delivers trustworthy and safe care for dogs but also cultivates a vibrant community where owners can connect and exchange experiences.
Users
After synthesizing the user research from our six participants, we generated insights to build a profile of our expected users. Utilizing this data, we created a Persona that embodies the characteristics, challenges, motivations, personality traits, goals, and frustrations of a typical user. This Persona serves as a valuable tool to understand how the Purrfect Partners app can effectively address their pain-points.
User Goals
Connection: To connect with other dog owners for social and support purposes
Service Access: To easily find and book trusted dog care services
Involvement: To participate in or contribute to a community focused on pet well-being
Key Findings
Dog owners like to have a convenient provider to meet their dogs needs.
Dog owners like to socialize their furry friend with other dogs.
Dog owners like to be part of a larger dog community, to get insight / tips and tricks.
Info
Name: Emily & Luna Johnson
Age: 26
Profession: Marketing Coordinator
Location: Toronto
How Might We Questions
We started or ideation process by formulating 'How Might We' (HMW) questions. This approach enabled us to transform identified problems and insights from our research phase into clear opportunity areas. By reframing challenges into HMW questions, we opened up a space for creative thinking and innovation. This approach helped us reframe problems into potential solutions, sparking creative thinking and guiding our exploration of new ideas to improve user experience.
HMW create a sense of community among dog owners?
HMW make the dog care experience more reliable and trustworthy?
HMW integrate flexibility and adaptability into pet care services for young professionals?
HMW establish a comprehensive digital platform for all dog-related needs?
HMW ensure dog owners feel their pets are safe and happy while they are busy?
HMW simplify the process of finding and booking dog care services?
HMW build confidence in dog socialization and care services among new users?
HMW create opportunities for real-world interaction and socialization among community members and their dogs?
HMW provide added value to users who commit to a subscription model?
Feature Priority Matrix
As part of the design process, we utilized a feature priority matrix, guided by research data. This involved evaluating potential app features for their user impact and implementation complexity. This method helped us efficiently prioritize features, balancing user benefits with development practicality, to enhance the overall app experience.
User Flow
To enhance the app's usability, we developed a user flow chart. This helped us understand the steps a user would take within the app, guiding us in designing each screen effectively. This strategic planning ensured a smooth, intuitive user experience from start to finish. Below is a part of our user flow exploring the onboarding process.
Sketches
We initiated the sketching process using Procreate for key pages, focusing on the foundational visual elements of the app. Through rapid iterations, we explored various design concepts and options to refine the overall appearance. Below are select sketches that influenced the final design of the app.
Wireframes
Building on our user flow, we created wireframes to structure the app's design. These wireframes served as blueprints for each screen, ensuring a logical and coherent user journey. This step was crucial for visualizing the layout and navigation of the app, helping us identify and address usability issues early in the design process.
Graphic Styles
As a mobile application, we integrated elements from Apples iOS 17 design system and drew inspiration from Apple's design language. We chose the iOS-native SF Pro typeface to establish guidelines for consistent visual appearance across font usage. Through A/B testing with users, we identified the most appealing blue hue and selected complementary accent colours to harmonize with our primary blue. Furthermore, all text and colour choices adhere to WCAG AA standards for accessibility.
Iterations
As part of our usability testing, we conducted A/B tests to determine user preferences. We presented two designs for our community social page and the controls to switch between the map and list views. We gave our ten users ten seconds to look at the two options and decide which one they preferred. After analyzing user feedback, Design B received stronger support, leading us to incorporate it into our final prototype.
Test
At the end of the development of our app concept, usability testing played an important role in refining our prototype. We conducted comprehensive tests with six users, employing different improved versions of the prototype. The objective was to uncover any errors or unclear interactions that could hinder the user experience, ironing out the issues and completing another test. Our testing process was structured around a set of specific goals, ranging from simple, one-step tasks to more complex, multi-step processes. This allowed us to thoroughly evaluate the app’s navigation and control mechanisms. Additionally, we paid close attention to user feedback regarding concerns and accessibility issues. This feedback was used to make iterative improvements, ensuring that our app was not only functional but also user-friendly and accessible to a wide range of users.
THE TASKS
Participants were asked to follow this task list:
1. Sign up for an account.
2. Find a local community event and RSVP.
3. Book a haircut for your dog for today at 4 PM.
4. Edit your dog haircut to today at 2 PM.
TEST GOALS
• Identify the pain-points of the app’s features and task flow.
• Gather feedback ranging from user’s navigation through the app to ease of the application’s process to search and book services.
• Observe how the user flows through the app to find events and other users.
• Discover what interests the user about the app. (i.e., visuals, tasks, flow, etc.)
Results
In our usability testing, we gained valuable insights that significantly influenced the evolution of our app. A notable finding was the need for enhanced user safety measures. Participants expressed concerns about the lack of a user vetting system, which could potentially expose them to risky situations. In response to this feedback, we revised the user flow to incorporate opportunities for user vetting at community events. This adaptation led to the inclusion of an additional screen in the dog social page, which remains active until the user has attended a community event. Furthermore, we introduced a 'report' feature on every user profile, allowing users to flag any individual they find concerning.
Next Steps
Moving forward, we will regularly update our system and increase user testing to enhance the app. Our focus will be on improving safety through features like meet-up verification, a reporting system, and user reviews. Additionally, we'll work on making the app more accessible by adding color schemes for the visually impaired and features tailored for users with guide dogs.
Learning
This project was a valuable learning experience, allowing me to fully engage in the double diamond design process within a team setting. Navigating the challenges of group dynamics, I learned the importance of compromise and democratic decision-making, especially when no single leader was present to guide final decisions.
Additionally, managing a large Figma document provided practical experience in ensuring design consistency and functionality across different sections, a task made more complex with multiple contributors. This process sharpened my attention to detail and my ability to maintain a cohesive design flow.
Overall, the project reinforced the significance of teamwork, effective decision-making, and meticulous design management, which are crucial skills in my ongoing development as a professional designer.
