Role:
I am the ux designer for the project. I explored the pain-points and gaps in the user experience in pet food industry by conducting User research, competitive analysis and user-interviews. I explored solutions for the identified problems with help of wireframing, multiple usability study, high-fid design and prototyping.
Problem Statement Research & Analysis:
The pet food industry has experienced notable growth due to increasing pet ownership, particularly among millennials and urban populations. Moreover, the industry's expansion into emerging markets, fueled by urbanization, rising disposable incomes, and a growing middle class, has significantly contributed to its overall growth. Demographically, the population of pet food buyers has shifted, with a rise in younger pet owners and increased spending from minority groups, highlighting a willingness to invest in high-quality pet food.
Based on Competitor analysis of popular pet food brands globally, Here are the key problems with the digital experience.
Defining the problem:
Research Goals and Objectives
Our research aimed to pinpoint pain points experienced by pet owners. Through secondary research, we examined existing pet food market offerings and identified our target audience: working professionals aged 25-35 who are new pet owners. Subsequent interviews and empathy mapping were conducted to deeply understand the needs and experiences of our users. The primary user group identified from this research were working adults who own multiple pets and face time constraints that limit their ability to prepare homemade meals for their pets.
Competitive Analysis of global pet food brands specialising in organic and fresh food.
User Personas |
Meet Sarah, a dedicated data analyst at a digital advertising firm. She's seeking a simple and efficient solution to plan and order pet food for a week that can be tailored to meet her cats' discerning tastes. Struggling to balance her hectic work schedule, Sarah is in need of a way to streamline the process of planning and ensuring her feline companions receive the nutrition they need, all while managing her busy professional life.
Meet Lewis, a proactive product manager overseeing a team of 8 professionals. He seeks an intuitive app experience that simplifies the exploration and assessment of dog food ingredients. Lewis is committed to providing his beloved dog with the right diet comprising fresh and appropriate ingredients, and he is looking for an efficient way to achieve this goal through a user-friendly app.
Empathy Map for a user buying pet food |
User journey |
User Flow |
User Research: Pain points and Key highlights
Business Goals:
Increasing Transparency and Building Trust:
By providing in-depth information about ingredients, sourcing practices, and ethical sustainability efforts, I aim to enhance trust and empower users to access fresh, high-quality meals for their pets while instilling confidence in the brand.
A delightful, consistent consumer experience
This app enables users to thoroughly explore and access comprehensive product information, offering detailed ingredient descriptions. The aim is to assist users in making informed and responsible choices for their beloved pets.
Enriching Customer Base
Providing users with a seamless shopping experiences centered to their specific needs aiming to increase a diverse loyal customer base.
Wireframe |
Typography and Colour:
The app's colour palette was selected to create a distinct identity within the competitive pet food market while reflecting the cheerful and energetic nature of pets. Outfit - the geometric sans serif font provides a clean and simple aesthetic, while its rounded forms complement the playful brand identity.
Accessibility testing for highest colour contrast and legibility.
Early Design Explorations and Usability Testing |
High-Fidelity Prototype - Final |
Usability Testing (Analysis and Solutions)
Following the usability testing, key observations highlighted the need for enhanced product discoverability and efficient navigation. In response, I streamlined the navigation experience by relocating the profile section into the hamburger menu and enhancing the bottom navigation bar for swift access to product listings. Furthermore, product filters and categories were integrated directly within the product listing page to simplify the user journey.
Various navigation bar layouts and options were explored to optimize usability. After evaluating the pros and cons of these options, efforts were made to increase the visibility of the selected button, aiming for more prominent highlighting of CTA and information to the user about where in the application they are.
Navigation Improvements and Better Discovery
Navigation is streamlined to enhance quick access to products, categorised by dog and cat food. To minimize color clashes and emphasize essential functions. User has access to all key information like products for dogs and cats, profile, sourcing and quality of ingredients, ingredient information, benefits. Use of icons and imagery to improve visual language and include diverse user base.
Improving discovery and learning:
Enhancements in the selection process involve diverse filters and categories. Users are educated with detailed information on calories, ingredients, and benefits through specific sections. Subcaptions under headings enhance accessibility and understanding for all users.
Enhanced Scheduling and Customization
Delivery and storage management experience is improved by provided customisable delivery options to select from at added cost. Streamlined payment and checkout process with cues to help user be aware of the entire journey.
Including a diverse user base:
To enhance user understanding across different languages, a language translation feature has been integrated, enabling users to comprehend content more effectively in their preferred language.
Flexibility in managing delivery and pickup:
Enhanced scheduling features and increased customization in delivery options empower users to effectively manage pick-up times, alleviating time constraints.
Daily and Weekly deliveries will add extra charges from operations perspective. However, this gives users a choice to align with their preferences and requirements
Variety and Easy customisation:
In addition to providing subscription plans, users have the flexibility to purchase products directly. To enhance understanding, energy distribution is visually represented in the form of a graph for simplicity. Detailed ingredient information is readily available, and a customization feature allows users to personalize the product to align with their preferences.
Enhancing Transparency and Fostering Trust
Increasing transparency by sharing comprehensive information on each ingredient, enabling users to make informed decisions. Additionally, insights into the sourcing and ethical practices further strengthen trust, assuring users of the high quality and sustainability of the resources utilized.
Thank You