Pawsomecation.
Pet Boarding App
Pet Boarding App
Concept 2023
Pawsomecation. Pet Boarding App Concept 2023
The pet industry holds immense opportunities and untapped potential, driven by the growing number of pet owners worldwide seeking reliable and convenient services for their beloved companions. I believe that this sphere could be a long-tail invesment trend.
The pet industry holds immense opportunities and untapped potential, driven by the growing number of pet owners worldwide seeking reliable and convenient services for their beloved companions. I believe that this sphere could be a long-tail invesment trend.
My Role
Product Manager, Product Designer, UX, UI
Project Timeline
6 months
User Goals
Reduce the time spent searching for pet boarding
Business Goal
Product Manager, Product Designer, UX, UI
Project Timeline
6 months
User Goals
Reduce the time spent searching for pet boarding
Find a hotel that can be trusted
Hotel Goal
Increase amount of customers
Business Goal
Be profitable
I
About the product
About the product
Problem
Despite the existence of numerous individual pet hotels and sitters, there is a market gap for a comprehensive app that brings together and showcases pet boarding facilities from around the world. Developing a global pet boarding app has the power to unlock immense possibilities by connecting pet owners with a diverse range of trusted and quality-assured hotels.
Idea
To develope an application in which users can view hotels for pets to find a suitable one and leave them there while they are away. In the app, users can compare hotels, leave and read reviews, view ratings, book a hotel for specific dates, and make online payments.
II
Users
Users
Audience segments
- Expats +People who have moved to a new city with a pet(s) and have only experienced pet care through friends or relatives.1
- Expats ++People who have moved to a new city with a pets and have experience with pet care both through friends or relatives and positive experiences with private individuals or hotels in their hometown.2
- Expats -People who have moved to a new city with a pets and have had a negative experience with pet care through private individuals or hotels in their hometown.3
- HotelsCompanies providing pet care services.4
Audience hypotheses and their pains
I was focused on first 3 categories.
- Common pain for allNew environment, no friends or acquaintances nearby whom you could leave your pet with while you're away.
No acquaintances to ask for recommendations on pet care. No service for finding pet care and it is taking a long time to manually search for pet care options.Σ - Expats +It's scary to leave your animal in an unfamiliar environment and with an unfamiliar person, but there's no alternative, so it's crucial to make the right choice. It's scary to make a mistake.1
- Expats ++The problem lies in the time it takes to search. You want to quickly find a suitable hotel.2
- Expats -It's difficult to make the decision to leave your pet with another unfamiliar person again.3
Problem interview hypotheses
Problem interviews are critically important in the first product development stage. We need to identify the presence of the problem, whether it exists at all. If it does, we also need to understand how potential users currently solve it, how much they pay, and how much they would be willing to pay for its solution.
I started work on problem interview from determinatin of its hypotheses and then I created a survey with questions to understand users' decision-making regarding pet boarding.
I started work on problem interview from determinatin of its hypotheses and then I created a survey with questions to understand users' decision-making regarding pet boarding.
Hypothesis #1
Confirming the existence of this problem.
Pet owners need to find pet care in a new city, but they don't know where to look.
Pet owners need to find pet care in a new city, but they don't know where to look.
Hypothesis #2
Verifying that the problem is recognized as a problem.
The user searched for pet care, but it took longer than expected.
The user searched for pet care, but it took longer than expected.
Hypothesis #3
Testing multiple constraints that the customer may have.
The user is hesitant to entrust their pet to a stranger.
The user is hesitant to entrust their pet to a stranger.
Hypothesis #4
Testing multiple constraints that the customer may have.
The user considers pet hotels to be expensive.
The user considers pet hotels to be expensive.
Research summary
✓ Hypothesis #1 was confirmed by 57% of respondents.
Pet owners need to find pet care in a new city, but they don't know where to look.
Quotes:
Quotes:
- Our parents lived nearby, and we always made arrangements with them. [Before moving] There was no need to [look for pet care].
- We're planning to go to the mountains in about 3 months, and it looks like we'll have to take the cat with us since there's no one here to leave her with.
- Now that we've moved to Cyprus, we don't know what we'll do when we go on vacation.
✗ Hypothesis #2 was refuted. Only 7% said that it was true.
The user searched for pet care, but it took longer than expected.
Quotes:
Quotes:
- ...finding pet care took a couple of days.
- The search took no time at all, we always made arrangements with friends.
- I made arrangements with my mom about a few months in advance.
- I think I took a day or so to choose.
- There are few options [for pet care] in the city.
✓ Hypothesis #3 was confirmed by 71% of respondents.
The user is hesitant to entrust their pet to a stranger.
Quotes:
Quotes:
- I searched for a dogsitter through Avito (Russian online classifieds platform) and based on reviews.
- The search was conducted online, looking for pet care in an apartment setting.
- Miraculously, we immediately found a girl through the PetBacker app who agreed to come and spend a few hours sitting with our dog at our home.
✗ Hypothesis #4 was refuted. Only 1 respondent said that it was true.
The user considers pet hotels to be expensive.
Quote: A hotel would have been expensive for all four pets at once, so we decided to look for private options right away.
Quote: A hotel would have been expensive for all four pets at once, so we decided to look for private options right away.
Research insights
By analyzing the responses, I identified two primary factors that deterred users from making bookings.
Care ❤
Search
Care ❤
Search
People prefer to leave their pets with friends, acquaintances, or private sitters instead of hotels because they believe that these individuals will be more attentive to their beloved pets.
Respondents weren't aware of specific platforms, websites, or resources dedicated to connecting pet owners with boarding services in their new location, making it challenging to find reliable information.
Additionally, the question of whether to take a pet on vacation is consistently answered with a "no" due to the potential stress for the animal and transportation difficulties, as indicated by 93% of participants.
Respondents weren't aware of specific platforms, websites, or resources dedicated to connecting pet owners with boarding services in their new location, making it challenging to find reliable information.
Additionally, the question of whether to take a pet on vacation is consistently answered with a "no" due to the potential stress for the animal and transportation difficulties, as indicated by 93% of participants.
User Persona
Anastasia Ignotenko
28 years old
Location
Hometown Sant-Petersburg. She moved on Cyprus 2 months ago with her dog (foxhound).
Work, hobby
IT sphere. She do sport 3 times a week and she love playing tennis.
Values
High service level, punctuality and responsibility.
Customer behavior
Due to a recent move, she does not have relatives and friends who can leave the pet for boarding during a business trip. She is looking for a pet boarding on Google.
Social networks
Instagram, Telegram, Facebook, Discord, LinkedIn, YouTube.
Technical skills
High Level. She tries to transfer the maximum number of tasks to the digital environment.
Type of target audience
Expat ++. The person has experience of pet boarding with friends. She also left her pet with a dog sitter in her hometown.
Hometown Sant-Petersburg. She moved on Cyprus 2 months ago with her dog (foxhound).
Work, hobby
IT sphere. She do sport 3 times a week and she love playing tennis.
Values
High service level, punctuality and responsibility.
Customer behavior
Due to a recent move, she does not have relatives and friends who can leave the pet for boarding during a business trip. She is looking for a pet boarding on Google.
Social networks
Instagram, Telegram, Facebook, Discord, LinkedIn, YouTube.
Technical skills
High Level. She tries to transfer the maximum number of tasks to the digital environment.
Type of target audience
Expat ++. The person has experience of pet boarding with friends. She also left her pet with a dog sitter in her hometown.
CJM
Value proposition based on the problem interview
III
Product Market Fit
Product Market Fit
Researces
In my quest to understand the pet industry, I dedicated time to researching and reading multiple studies and reports. These research endeavors provided insights into market trends and the potential growth. I gained an understanding of the industry's dynamics and identified promising opportunities for further exploration.
Althrought, the pet services industry faced significant setbacks due to the adverse effects of the COVID-19 pandemic with lockdowns and social distancing measures which resulted in the closure or limited access to pet services, the is a projected increase in demand for pet boarding services in the upcoming years.
Althrought, the pet services industry faced significant setbacks due to the adverse effects of the COVID-19 pandemic with lockdowns and social distancing measures which resulted in the closure or limited access to pet services, the is a projected increase in demand for pet boarding services in the upcoming years.
Perceptual Brand Map
I have identified two brand characteristics that determine the initial impression of the product: the number of reviews on AppStore (for making the decision to install the application) and the average service cost per day (for the first order). However, I only considered indirect competitors — companies that are aggregators for a people who provide pet boarding services. There are no direct competitors who work with pet hotels and unite them in one app.
But if we was a new app for a people who provide pet boarding we would aim to the dashed box for the first step of brand positioning — there is a free space from competition.
Lean Canvas
Lean Canvas is a way to effectively record the most important hypotheses regarding business development. It is a valuable tool for a startup and it helps to clearly define and articulate the core aspects of a business idea, including the problem it solves, target customer segments, and unique value proposition.
V
Product Analytics
Product Analytics
KPI pyramid of metrics
The goal is to increase revenue. It is essential to expand the target audience, reduce the cost of user acquisition, and increase the sales commission.
KPI
Business model
Our business model is the supermarket. It revolves around offering a wide range of products and groceries to customers in a convenient and accessible manner. Key metrics here are in purple color.
Monetization is achieved through commissions. At the initial stage, the commission percentage for pet boarding reservations will be set at 15%. The commission is charged to the hotels. Pet owners can use the app for free, only paying for the boarding service.
Once the user base reaches 100,000 pet owners, it is possible to increase the commission percentage to 20%.
Additional monetization can be achieved through offering extra services provided to pets at the boarding facilities, such as grooming or health check-ups.
VII
App Concept & Creation
App Concept & Creation
Logo
I aimed to create a brand name that blends the concepts of pets and vacations, resulting in the name "Pawsomecation."
To begin the logo creation process for the pet boarding app, I conducted research and sought inspiration specifically related to pets. While it is expected that logos in this field predominantly depict dogs and cats, I wanted to move away from a childish aesthetic commonly found in such designs. Instead, I aimed for a modern and tech-oriented look, starting with straight black text and incorporating small pet elements.
A dog is a fitting symbol to represent the app's focus on pets, but I also desired a more universal element. The inclusion of a paw from the brand name seemed like a suitable choice. Furthermore, I encountered an issue with the width of the brand name, leading me to reject variations 1 and 2. However, I liked v1.2, which featured a tiny dog on the "i" letter. I find such subtle details fascinating in logo design.
To begin the logo creation process for the pet boarding app, I conducted research and sought inspiration specifically related to pets. While it is expected that logos in this field predominantly depict dogs and cats, I wanted to move away from a childish aesthetic commonly found in such designs. Instead, I aimed for a modern and tech-oriented look, starting with straight black text and incorporating small pet elements.
A dog is a fitting symbol to represent the app's focus on pets, but I also desired a more universal element. The inclusion of a paw from the brand name seemed like a suitable choice. Furthermore, I encountered an issue with the width of the brand name, leading me to reject variations 1 and 2. However, I liked v1.2, which featured a tiny dog on the "i" letter. I find such subtle details fascinating in logo design.
All v4 versions were not bad as text logos, but I needed a pet symbol incorporated. Unfortunately, v4.3.2 appeared too childish once again and was thus rejected. So, I ended up with two variants: v4.2.2 and v4.5.1. They were almost identical, except for one crucial aspect — the font. Both are free with Open Font Licenses from Google Fonts. While v4.5.1 featured the Gowun Dodum font with only one Regular style, Mulish offered 18 styles and support for 319 languages, making it the perfect choice. After further experimentation of v4.2.2, I successfully achieved both a vertical and horizontal logo.
Sketches
Iteration #1
Wireframes
Wireframes
Wireframing is an essential step in the design process, serving as a blueprint for the layout and structure of digital products. It helps visualize the placement of elements, content, and functionality before the actual design is implemented. By creating wireframes, I can gather feedback, test usability, and iterate on the concept, leading to more effective and user-friendly designs.
The first step in app wireframing is to create wireframes that focus on the minimum viable functionality (MVF). These wireframes serve as the foundation of the app, outlining the core features and interactions necessary to deliver value to users. Starting with the MVF allows for a streamlined design process, ensuring that essential elements are prioritized and developed before moving on to more complex functionalities.
The first step in app wireframing is to create wireframes that focus on the minimum viable functionality (MVF). These wireframes serve as the foundation of the app, outlining the core features and interactions necessary to deliver value to users. Starting with the MVF allows for a streamlined design process, ensuring that essential elements are prioritized and developed before moving on to more complex functionalities.
MVF Design
Iteration #2
Services, offers and 2+ pets
Services, offers and 2+ pets
In the next iteration of the app design, I'm excited to introduce a range of new features that will enhance user experience.
Firstly, I added the capability to upload more than one pet. When users plan vacation for their pets, they select one pet from the list and then proceed to choose a hotel.
Following this, I integrated a section for special offers. If a user has multiple pets, they are entitled to discounts on their accommodations, aiming to encourage their decision to proceed with the booking.
Lastly, I added services. While the pet is at the hotel, the owner can take advantage of additional services that would otherwise require an extra trip. For instance, grooming, a course of vitamins, or health check. But also, the owner has the opportunity to treat the beloved pet to a tasty indulgence during their separation.
Firstly, I added the capability to upload more than one pet. When users plan vacation for their pets, they select one pet from the list and then proceed to choose a hotel.
Following this, I integrated a section for special offers. If a user has multiple pets, they are entitled to discounts on their accommodations, aiming to encourage their decision to proceed with the booking.
Lastly, I added services. While the pet is at the hotel, the owner can take advantage of additional services that would otherwise require an extra trip. For instance, grooming, a course of vitamins, or health check. But also, the owner has the opportunity to treat the beloved pet to a tasty indulgence during their separation.
Iteration #3
Gamification
Gamification
App gamification has become a big buzzword in recent years. According to the reports, there are over 2.2 billion active mobile gamers worldwide as of 2022. Most popular Apple App Store categories are games as of 3rd quarter 2022, by share of available apps:
Adding gaming elements to a mobile app is a quick and cost-effective way to boost user acquisition. Users want something exciting and challenging to keep them engaged. I like it and can't stay away from it.
Badges
We offer in-app badges to acknowledge users' achievements and provide exclusive rewards. Badges can motivate users to push towards more ambitious goals.
I chose the Tetris style for two reasons:
- The hypothesis was based on Tetris' main feature - filling the gaps: users want to obtain the missing pieces to complete the Tetris.
- The evolution and addition of the game with badges. As users accumulate badges, they will have access to a Tetris game for points. Users can only play with the shapes corresponding to the badges they have collected. The more pieces they have, the more points they earn. There is a ranking among users, where the top 3 receive additional discounts. User can share his score and invite friends to compite.
Encouraging users to take specific actions by offering real rewards can extend their session duration and improve user retention. This benefits both you and your users, creating a mutually beneficial situation.
Gifts
Offering free gifts in an app can boost user engagement by creating excitement and value, enhance user retention through ongoing rewards, and stimulate word-of-mouth marketing by users who share their positive experiences.
Complimentary gifts from the hotel can effectively promote their services and enhance the overall guest experience.
But there are some disadvantages on the other side of offering free gifts to users:
- Cost. Introducing free gifts as a low-cost app service, like complimentary nail trims or pet brushing, can lead to underestimated expenses that may erode profitability if not carefully managed and budgeted. This financial strain could negate the advantages of the service's affordability.
- User expectations. Users may come to expect free gifts regularly, and if these gifts are reduced or discontinued, it can lead to disappointment and a drop in user satisfaction.
To mitigate the potential disadvantages of offering free gifts, it's crucial to establish a clear budget to control costs effectively. Additionally, regularly assess user feedback and the impact of the gifts on your app's profitability to make informed adjustments and maintain a sustainable approach.
VIII
Retrospective
Retrospective
Taking a step back from the project and allowing yourself some time for reflection is an excellent post-project practice. It enables you to assess the successes, challenges, and areas for improvement in both the product and the process. Presented below are a few bullet points highlighting these aspects.
What went well?
- Using Miro for CJM was fantastic. I learnt one new tool and for sure will use it again.
- I planed all stages of working process and got the result on time.
- I enjoyed being able to play multiple roles (product manager, UX researcher and UI designer) to reach a solution.
What needs improvement?
- I have a lot of ideas and features which I didn't realize in this project, because I have the tight schedule. For example, I didn't have time to gather data and compare several types of gamification in terms of their effectiveness; instead, I chose the most promising ones at first glance. Next time I will add more flexibility.
- Some of the survey questioning could have been structured better to reach better insights.
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