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UX
CASE STUDY
PETMATCH
PROJECT OVERVIEW
WHAT IS PETMATCH
Pet adoption app designed to simplify the user’s experience and to help find the best match for the animals and the user.
CHALLENGE
How might we make the user experience of our service accessible & convenient so that users are more inclined to adopt a pet and/or donate to a shelter?
MY ROLES
UX RESEARCHER
UX DESIGNER
UI DESIGNER
LOGO CREATOR
USER RESEARCHER
SURVEY CREATOR
INTERVIEWER
PROJECT MANAGER
TIMELINE
MARCH 20TH, 2022
MAY 17TH, 2022
RESEARCH
UX DELIVERABLES
IDEATE
PROTOTYPE
TOOLS
02MONTHS
20SCREENS
+
USER TESTS
PROTOTYPE
DESIGN PROCESS
DISCOVER
DEFINE
IDEATE
PROTOTYPE
TEST
QUANTITATIVE RESEARCH
TOTAL OF 69 PEOPLE RESPONDED TO AN ONLINE SURVEY I CREATED USING GOOGLE FORMS. THE SURVEY'S MAIN GOALS ARE:
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TO IDENTIFY WHAT THE USERS VALUE DURING ADOPTION.
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ACTS AS A SCREENER TO FILTER OUT UNQUALIFIED PARTICIPANTS WHO ANSWERED THEY WOULD NOT ADOPT A PET
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TO SELECT INDIVIDUALS WHO ANSWERED YES TO PARTICIPATE IN MORE IN DEPTH INTERVIEW.
THE SURVEY IS DIVIDED INTO THREE MAJOR CATEGORIES: THOSE WHO HAS AN ADOPTED PET, THOSE WHO DOES NOT HAVE A PET BUT WOULD CONSIDER ADOPTING A PET, THOSE WHO DOES NOT HAVE A PET AND WOULD NOT CONSIDER ADOPTING A PET.
USERS WERE ASKED TO ARRANGE 7 FACTORS THAT AFFECTS ADOPTION DECISION BY THEIR IMPORTANCE LEVEL. THEY WERE ALSO SHOWN 3 DOGS AND 3 CATS PICTURES AND WERE ASKED WHICH ONE THEY WILL MOST LIKELY ADOPT.
PEOPLE WHO HAVE ADOPTED BEFORE (27/53)
54.8%
45.2%
3.7%
54.8%
25.9%
DISCOVER
PEOPLE WHO WOULD CONSIDER ADOPTING A PET(34/42)
PEOPLE WHO WOULD NOT CONSIDER ADOPTING A PET(8/53)
37.5%
25%
25%
12.5%
KEY INSIGHTS DERIVED FROM THE SURVEY
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Emotional Connection was the highest rated priority amongst both demographics surveyed (People who would adopt & people who have adopted).
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Professional or happy photos of pets are more likely to encourage people to adopt that pet
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People were concerned about the amount of time needed put into taking care of the pet.
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People who have adopted were more consistent in their highest priorities amongst each other.
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In general, people care least about shelter location & adoption fees.
QUALITATIVE RESEARCH
5 SELECTED USERS WHO PASSED THE SCREENING SURVEY WERE INTERVIEWED TO UNDERSTAND CHALLENGES AND ENCOURAGEMENTS FOR PET ADOPTION
SOME QUESTIONS INCLUDE:
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HOW DO YOU SEARCH FOR PETS?
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WOULD YOU ADOPT THROUGH AN ONLINE SERVICE OR USE IT TO FIND AN ANIMAL?
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WOULD YOU ADOPT ANOTHER PET?
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WHAT DO YOU WISH YOU KNEW PRIOR TO YOUR FIRST ADOPTION?
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WHY WOULD YOU ADOPT THIS PET OVER THE OTHERS?
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ARE YOU HAPPY WITH THE PET YOU ADOPTED?
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WOULD YOU HAVE DONE ANYTHING DIFFERENT IF YOU ADOPTED AGAIN?
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WHAT MIGHT TURN YOU AWAY FROM ADOPTING?
PAIN POINTS DERIVED FROM INTERVIEW
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ADOPTION PROCESS IS CONFUSING AND TIME CONSUMING
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REGRETS FROM UNFIT MATCHES
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UNKNOWN SHELTER REQUIREMENTS
DEFINE
BRAINSTORM
BASED ON THE SURVEY AND INTERVIEWS, WE STARTED BRAINSTORMING AND HAD AN INITIAL IDEA OF IMPORTANT FEATURES AND FILTERS. WE ALSO DECIDED TO FOCUS ON THE ONBOARDING PROCESS SINCE WE NEED USER INPUT FOR THE BEST MATCH.
PERSONA
AFTER ORGANIZING DATA FROM SURVEY AND INTERVIEWS IN AN AFFINITY MAP, I CREATED A PERSONA TO REPRESENT AN IDEAL USER GROUP.
ROBERT IS A NEW MEDICAL SCHOOL GRADUATE WITH A BUSY WORKING SCHEDULE AT A CLINIC IN DOWNTOWN CHICAGO. IN ORDER TO REDUCE COMMUTE TIME, ROBERT AND HIS GIRLFRIEND RENTED AN EXPENSIVE APARTMENT NEARBY SO HE CAN COMMUTES TO WORK EVERYDAY BY TRAIN. BECAUSE HE IS ALWAYS BUSY, ROBERT FEELS GUILTY FOR NOT SPENDING ENOUGH TIME WITH HIS GIRLFRIEND SO HE DECIDES TO FIND HER A PET.
ROBERT MCPEARSON
AGE:
OCCUPATION:
STATUS:
LOCATION:
WEALTH:
24
MEDICAL FIELD
ENGAGED
CHICAGO
$$
FRUSTRATIONS
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GIRLFRIEND IS ALLERGIC TO LONG HAIR BREEDS
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DOESN'T HAVE A LOT OF FREE TIME AND MONEY
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BUILDING HAS PET WEIGHT RESTRICTION
NEEDS
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SHORT HAIR BREED
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<40LBS BREED
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LESS ENERGETIC PET
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PET NEEDS TO BE VACCINATED
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CLEAR INSTRUCTIONS FOR ADOPTION PROCESS
JOURNEY MAP
A VISUAL REPRESENTATION OF THE USER'S JOURNEY IS CREATED TO HELP US BETTER UNDERSTAND WHERE WE CAN IMPROVE THE USER EXPERIENCE
ACTIONS
RESEARCH APP
FILLS PERSONAL PROFILE
SIGN UP
SELECT ANIMAL
PREFERENCE
SEARCHES
AVAILABLE PETS
CONTACT SHELTER
VISIT SHELTER
PICK UP PET
RESEARCH
ONBOARDING
USE
EXTEND
EXCITEMENT
OPPORTUNITIES
EASY LOGIN
SECURITY ICONS
SHOW SECURITY ICONS
INCLUDE MAP
FLOATING MESSAGE NOTIFICATION
FEED FOR SHARING THE EXPERIENCE AND THE PET
ALTERNATIVE WAYS TO LOGIN
IDEATE
USER FLOW
TO OUTLINE ALL THE NECESSARY FUNCTIONALITY BASED ON USER RATINGS ON IMPORTANCE FROM THE SURVEY AND INTERVIEW, I CREATED A FLOW DIAGRAM TO OUTLINE THE TASKS A USER WOULD COMPLETE IN THE SIGN UP PROCESS. OUR GOAL IN THIS SIGN UP PROCESS IS TO UNDERSTAND USER PREFERENCES AND TO CREATE A SENSE OF EMOTIONAL CONNECTION BETWEEN THE USER AND THE LISTED ANIMALS.
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FLOW: SIGNING UP AND SETTING UP PROFILE
ENTER
CREDENTIALS
STYLE GUIDE
WE WANTED TO CREATE A DESIGN THAT IS INVITING, PLAYFUL AND TRUSTWORTHY SO WE CREATED A STYLE GUIDE THAT OUR DESIGN WILL FOLLOW.
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LOGO IDENTITY
PROTOTYPE
SKETCHES
ONCE THE FLOW DIAGRAM WAS ESTABLISHED, I STARTED SKETCHING WITH PROCREATE SCREENS IN LOW FIDELITY.
MID FIDELITY WIREFRAME
AFTER THE SKETCHES WERE DONE, I CREATED MID FIDELITY WIREFRAMES FOR THE SCREENS.
TEST
USABILITY TEST
12 USERS WERE ASKED TO SIGN UP FOR AN ACCOUNT IN A ZOOM CALL AND THEIR INTERACTIONS WERE NOTED. USERS WERE ALSO ASKED QUESTIONS ABOUT NAVIGATION, ACCESSIBILITY AND EXPERIENCE.
SUGGESTIONS TO MAKE THE EXPERIENCE BETTER
INCREASE FONT SIZE
CHANGE INSTRUCTIONS WORDING
IMPLEMENT A END OF SURVEY NOTICE
FIX OVERLAPPING COMPONENTS
INCREASE VISIBILITY OF SOME BUTTONS
CLARIFY PROFILE IMAGE TASK
INCREASE FUNCTIONALITY OF PROTOTYPE
INCREASE CALL TO ACTION BUTTON SIZE
HIGH FIDELITY PROTOTYPE
THE SUGGESTIONS FROM USABILITY TESTING WERE CONSIDERED AND IMPLEMENTED INTO THE HIGH FIDELITY DESIGN
MAIN SCREENS
SUMMARY
MY DESIGN SERVES TO INCREASE EMOTIONAL CONNECTION BETWEEN THE USER AND THE ANIMALS AVAILABLE FOR ADOPTION DURING THE ONBOARDING PROCESS. DURING THIS PROCESS, WE WILL LEARN USER PREFERENCE AND LIVING STYLES TO MATCH THEM WITH THE MOST COMPATIBLE ANIMALS THEREFORE INCREASING ADOPTION RATES.
NEXT STEPS
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DESIGN MAP FEATURE THAT ALLOWS USERS TO VIEW AVAILABLE ANIMALS NEARBY.
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CONTACT SHELTERS TO UPLOAD AVAILABLE ANIMALS
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DISPLAY ANIMAL COMPATIBILITY WITH USER
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INCORPORATE FILTERS FOR EASY SEARCHES
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SHELTER AND OTHER EMERGENCY INFO.
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DONATION FEATURE
THANK YOU FOR WATCHING
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