Petfinder
UX Case Study
In a world with millions of animals in need of homes, the current state of Petfinder, a pet adoption app, provides a generic experience that doesn't fully cater to the unique needs and preferences of potential adopters.
This challenge served as a comprehensive case study during my graduate program at the Maryland Institute College of Art (MICA). It provided an opportunity to apply my knowledge and skills in user experience design to a real-world problem, demonstrating my ability to solve complex design challenges.
Goal
The aim is to create a personalized and user-friendly experience that would help connect potential pet owners with their ideal companions that align with their lifestyle, personality, and specific requirements, and allow them to book appointments and apply through the app.
Market Analysis
While doing research, I discovered that Petfinder has a consumer rating of 1.66 stars from 228 reviews indicating that most customers are generally dissatisfied with their experience using Petfinder. Consumers complaining about Petfinder most frequently mention issues with transparency, the lengthy application process, the kind of questions asked during the application process, local shelters, and customer service.
Key Metrics
One notable limitation of this market analysis is that the available data only includes information on gender distribution, categorizing individuals as either female or male. This binary representation fails to account for the diverse spectrum of gender identities, which can result in an inaccurate portrayal of our user base. This prevents us from gaining a comprehensive understanding of the diverse perspectives and needs within our user community.
User Research
A comprehensive analysis of user reviews further solidified my findings. Users consistently raised concerns about the transparency of information from pet shelters, the quality of customer service, and the overall usability of the website. Common themes included struggles in outdated or incorrect information and challenges in completing adoption applications.
User Interviews
Six individuals were interviewed for this UX case study. Given time and budget constraints, participants were selected from my network. The interviews were conducted through Zoom after thorough preparation. Each interview was conducted individually, with each session lasting approximately 30-45 minutes. The user interview consisted of an introduction followed by a series of 16 questions. Participants were instructed to share their experiences with the app.
Takeaways from User Interviews
The participants had previously used Petfinder but did not have a positive experience, leading to their decision not to use it again. This suggests that the app likely has poor user retention metrics. Research indicates that over 90% of mobile users become inactive over time, and average signup rates are low. It's crucial to note that there is just one opportunity to attract someone to become a user, highlighting the significance of making a positive first impression for mobile users.
Personas
The personas that I've created are the result of a comprehensive research process that included market analysis, demographic analysis, and user interviews to ensure that the personas accurately represent the target user base.
Takeaways
While Petfinder's web design facelift and rebranding undeniably brought a fresh and visually appealing look to the platform, my research indicates that the user experience did not see a proportional improvement. The market analysis, user interviews, and reviews collectively demonstrate that the Petfinder app is in need of better user experience.
Sprint Map
I initially began by creating a sprint map as a guidance in defining the desired outcome based on the goals and needs of both the pet adopter and the pet shelter. In this map, the pet adopter is linked to the intended outcome on the right-hand side, and it documents the sequential steps taken by both the pet adopter and the pet shelter from the beginning to their final state.
Lightning Demo and Sketches
This lightning demo was built on the inspiring idea of how velcro was accidentally invented by George de Mestral, an engineer. He found the cockle-burrs stuck in his pants and in his dog's fur after hiking in the mountains and the rest is history. The goal of doing this is to generate possible solutions for the pet questionnaire by pulling inspiration from existing ideas that are not necessarily from direct competitors.
Wireframes
The personas that I've created are the result of a comprehensive research process that included market analysis, demographic analysis, and user interviews to ensure that the personas accurately represent the target user base.
Main Takeaways & Next Steps
Time Constraints
Due to time limitations, I wasn’t able to develop a full-fledged app for both potential pet owners and shelter staff. Instead, I focused on creating an app exclusively for potential pet owners. Additionally, I wasn’t able to implement iterative design processes to refine the app based on user feedback.
Next Steps
The next steps would involve creating a platform for shelters, providing them with access to the dashboard within the app. Shelters can efficiently communicate with potential pet owners, review adoption applications, process payments, and post pets up for adoption. Additionally, a feedback mechanism would be implemented to allow users to provide input and report issues, facilitating continuous improvements.