Pawtner

Case study on a pet adoption smartphone experience

Project Background

Overview: ‘Adopt, do not shop’ is a message, that has recently gained huge momentum and become increasingly popular, especially among pet lovers
‍
Category: Smartphone Application Design
‍
Project Timeline: 11th November - 13th November, 2022
‍
My Role: All parts of this case study have been executed and managed by me

  • Problem Statement
    Pet lovers want to adopt pet suited to their lifestyle but are unable to do so because they do not know where to begin or what is the adoption process

  • Project Goal
    To create an experience for animal lovers to connect with adoption shelters and adopt a pet suitable to their lifestyle
    KPI Metrics- Increased adoption rates

  • Design Process
    The framework followed was conducted in five key steps- Empathize, Define, Ideate, Prototype and Test as shown below.
    The process helped me to find and implement solutions while keeping user and their needs at the center.

Secondary Research

• There are around 6.2 crore stray dogs and 91 lakh street cats in India
• There are nearly eight crore homeless cats and dogs in the country
• 88 lakh street dogs and cats are in shelter homes
• 85 per cent of companion animals in India are homeless
• The number of pet dogs in India is forecasted to reach over 31 million by 2023.
• The number of pet cats in India is forecasted to reach over 2.4 million by 2023.
• Almost 6/10 Indians are pet parents

Source: The State of Pet Homelessness Index data for India

Primary Research

Important Questions

• What factors are important to you while adopting a pet
• Are you aware about the adoption process in your nearby shelters?
• Have you tried searching online for shelters (through website, or  apps) to adopt pets?
• Have you adopted from a shelter before? Rate your experience

Demographics

• No. of Participants: 5
• Age range: 20-30
• City: Tier I and Tier II
• Most used and preferred tech gadget- Smartphone

Methodology

• Time: 20 minutes
• Location: Telephonic
• Format: One-on-one Interviews

Each session to last between 10-20 minutes including introduction, a short questionnaire and follow up questions

Themes

• The information received in the interviews, was categorized into ‘Themes’ to understand the data better
• Themes were created basis the user pain points and key highlights
• The data showed- Adoption Process, Awareness, Application and Documentation and Shelter as areas of concern
• These themes were then used to define and put together ‘Research Findings’

Findings

• The most important factor while adopting a pet was- A transparent adoption process, followed by- Finding an ideal pet best suited to one’s lifestyle
• The least important factor while adopting a pet was- Heavy paperwork/ documentation
• Participants also prefer availability of vet and accessibility of shelters more than documentation
• 3/5 Participants were experienced pet parents, while 2/5 are looking to adopt
• None of the participants were aware about the adoption processes in shelters
• 2/5 participants have tried to search online about adoption shelter
• Despite having experienced pet parents, none of the participants have ever adopted from a shelter

Insights

• Users are willing to spend time on extensive documentation and paperwork for adoption but they would prefer a transparent adoption process
• Availability of vet and accessibility of shelters is important to users
• Lack of awareness about adoption shelters and adoption processes
• Not enough credible information about adoption shelters and processes online
• Users prefer other ways to become pet parent as opposed to adopting from shelters

How
Might
We ?

• Create a user experience ensuring a transparent adoption process
‍
• Provide accessibility of shelters and veterinarian to the users

• Generate more awareness about adoption shelters and adoption processes

• Build a platform where users can connect with shelters to adopt a pet

Understanding users

• To understand our users, our research laid the foundation and further to build empathy, we took a deep-dive to know about their backgrounds, goals, frustrations and personalities through user profile, maps and journey
• The idea is to understand the target users and would a platform like Pawtner would actually prove helpful to them or not

User Profile
User Map
User journey
User Profile
User Map
User journey

Pet profile

Non-human persona. Animal-centered Design, to understand the POV of the potential pet.

Information Architecture

Homepage Screen
• Has a  ‘Search’ option to answer any query
• A slider simplifying adoption process in 5 steps
• Information to ‘Donate’ to ensure feasibility
• ‘Need Help’ hover button with CTA (Call to action) for assistance
Find your ‘Pawtner’ Screen
• Inspired by love at first sight, ‘Meet cute’ feature to interact with available pet profiles on the platform generated at random
• Detailed ‘Find your Pawtner’ database below
• Searches can be filtered by age, location, breed etc.
Profile screen
• To expand user base from just primary users (prospective pet parents, shelters)more options were added for secondary users (existing pet parents, or new pet parents, volunteers, etc.)
• While these users may not use the app for adoption but can have a customized ‘Dashboard’ to keep a record of their pets, their vet appointments, bookings, donations etc.
Homepage screen
• Has a ‘Search’ option to answer any query
• A slider simplifying adoption process in 5 steps
• ‘Adopt’ option introduced with CTA button
• ‘Visit a Shelter’ with CTA button
• Information to ‘Donate’ to ensure feasibility
• ‘About us’
• ‘Need Help’ hover button with CTA for assistance
Find your Pawtner
• ‘Meet cute’ to meet available pets on the platform randomly. Based on the concept of love at first sight
• Detailed ‘Find your Pawtner’ database below
• Filter options
• Infinite scrolling based on search results
• ‘Need Help’ hover button with CTA for assistance
Profile screen
• To expand user base from just primary users (prospective pet parents, shelters)more options were added for secondary users (existing pet parents, or new pet  parents, volunteers, etc.)
• While these users may not use the app for adoption but can have a customized ‘Dashboard’ to keep a record of their pets, their vet appointments, bookings, donations etc.
SCROLL UP

Do you want a UX partner?
Let's get in touch.

purohitpoorti@gmail.com
Work
Product DesignGraphic & Visual
Personal Projects
Quick Links
HomeResumeAbout
© 2024 Poorti Purohit. All rights reserved
Instagram