PetPetGoose
Background
Pet Pet Goose was initiated by Zerofox CEO James Foster. It's a fresh online platform aiming to make pet adoption hassle-free, and it's not actually about geese – it covers all sorts of pets. This user-friendly website connects animal lovers with their ideal furry or feathered friends, all while emphasizing responsible pet ownership and animal welfare. PetPetGoose sets out to address the challenges of connecting adopters with healthy and compatible pets with full transparency.
The Objective
My objective is to design a comprehensive online platform that effortlessly facilitates pet adoption by forging connections between potential pet adopters and responsible breeders, offering a diverse array of pets. It's crucial that the platform not only simplifies the pet adoption journey but also prioritizes transparency and cultivates a user-friendly environment that benefits both adopters and breeders.
Project Goals
Here are a couple of major goals this product is targeting:
- Create a user-friendly platform for potential pet adopters to easily find and connect with reputable breeders offering a diverse range of pets.
- Simplify and enhance the pet adoption process, ensuring transparency and responsible pet ownership.
- Foster a seamless interaction between adopters and breeders through an intuitive interface, reducing friction in communication and transactions.
Features and Functionality
- Comprehensive Pet Listings: The platform showcases a wide variety of pets available for adoption, including geese, cats, dogs, birds, small mammals, reptiles, and exotic pets. Each listing includes detailed information about the pet's characteristics, personality, care requirements, and photos.
- User Profiles: Adopters create profiles with their preferences, lifestyle, experience, and specific requirements, enabling personalized matches with suitable pets.
- Breeders, Shelters, and Rescues: Responsible breeders, animal shelters, and rescues can create profiles and list their available pets, providing transparency about their practices and adoption policies.
- Direct Communication: Adopters can communicate directly with breeders, shelters, and rescues through messaging features to inquire about pets, ask questions, and discuss adoption details.
- Educational Resources: The platform offers a comprehensive library of educational resources, including articles and guides on various aspects of pet care, from training to nutrition.
- Verification and Reviews: Breeders and organizations undergo a verification process to ensure credibility, and adopters can leave reviews and ratings based on their adoption experiences.
My Role
James led the entire project, while I was taking charge of ideation to mockup creation, aiming to design an intuitive and efficient pet adoption platform that caters to the needs of both adopters and breeders. Here are some of the roles I've tackled in this project:
- UX Research
- UI Design
- Brand Identity
- Design Strategy
My Process
The design process for PetPetGoose was a strategic and user-centered journey, carefully crafted to address the unique challenges of connecting potential pet adopters with responsible breeders. It began with thorough research and a comprehensive survey to understand the pain points of both adopters and breeders. This knowledge informed a competition analysis that revealed a gap in the market, spurring the creation of a distinct platform. Empathy maps and personas humanized the users, helping me identify their motivations and frustrations. "How Might We…" questions guided ideation, leading to innovative features like the interactive pet matching tool. User flowcharts and wireframes ensured a seamless journey, while branding and style guides crafted a visually cohesive identity. The prototype brought the platform to life, culminating in a design process focused on transparency, personalization, and fostering meaningful connections between adopters and their future pets.
Understand
Research
Analyze
Sketch
Prototype
Test
Understanding Business Challenges
Much like the challenges posed by traditional pet adoption methods, the process can be overwhelming, especially when dealing with different types of pets. PetPetGoose recognizes that addressing these challenges is critical to providing responsible and fulfilling pet adoption experiences.
Research
Survey
Informed by my quest to find the best way to connect with a new pet, I undertook a comprehensive survey among various groups of pet owners on platforms like Facebook. This survey aimed to identify pain points and challenges that potential users face when considering adopting a pet. By analyzing real-world data, PetPetGoose gained insights into the root of the pet adoption problem and how to address it effectively.
The following questions were asked in the survey:
Demographics
- What is your age?
- What is your gender?
- Which location are you based in?
Pet Adoption Preferences
- What factors are most important to you when considering adopting a pet? (Select up to 3: Breed, Age, Size, Temperament, Special Needs, Other)
- Would you prefer adopting from a responsible breeder or a shelter/rescue? (Breeder/Shelter)
- How do you usually find information about pets available for adoption? (Online platforms, Shelters/Rescues, Friends/Family, Other)
Communication with Breeders
- How do you prefer to communicate with pet breeders during the adoption process? (Phone, Email, Messaging Apps, In-Person)
- What information do you consider crucial when communicating with breeders? (Health History, Vaccination Records, Breeder's Information, Pet's Personality, Other)
Pet Adoption and Ownership
- Have you ever adopted a pet before? (Yes/No)
- What type of pets have you adopted in the past? (Select all that apply: Dogs, Cats, Birds, Reptiles, Small Mammals, Other)
- Are you currently looking to adopt a pet? (Yes/No)
Online Pet Adoption Experience
- Have you ever used an online platform to search for or adopt a pet? (Yes/No)
- What challenges have you encountered when using online platforms to search for pets?
- What features would you find helpful in an online platform for pet adoption? (Open-ended)
Platform Features and Design
- Which features do you think would enhance your experience in an online pet adoption platform? (Select up to 3: Detailed Pet Profiles, Messaging System, Video Calls with Breeders, Pet Compatibility Assessment, Verified Breeder Badges, Other)
- What visual elements do you prefer in a pet adoption platform? (Clean and Minimalistic, Playful and Colorful, Professional and Serious, Other)
Overall Experience
- How satisfied are you with your past experiences using online platforms for pet adoption? (Very Satisfied, Satisfied, Neutral, Unsatisfied, Very Unsatisfied)
- What improvements do you think could be made to the pet adoption process through online platforms? (Open-ended)
Competitor Analysis
To gain valuable insights into the existing landscape of online pet adoption platforms, we conducted a comprehensive analysis of key competitors that operate in the same market as PetPetGoose. This analysis allowed us to identify strengths, weaknesses, and opportunities for differentiation, ensuring that PetPetGoose provides a unique and compelling experience for both pet adopters and breeders.
Pet Finder
PetFinder is a well-established and widely recognized platform for pet adoption. It offers a vast database of pets available for adoption from shelters and rescue organizations. While PetFinder provides a comprehensive search feature, user feedback suggests that some potential adopters find the sheer number of listings overwhelming and struggle to narrow down their options effectively.
Adopt-a-Pet
Adopt-a-Pet focuses on connecting adopters with shelters and rescue groups, providing detailed pet profiles and adoption success stories. Users appreciate the transparency and extensive information available, but there is a notable absence of direct interaction with breeders.
Understanding the Users
Empathy maps were created for both potential pet adopters and responsible breeders based on survey responses. These empathy maps humanized the users' experiences, helping me identify their motivations, goals, frustrations, and needs.
User Personas
Based on the empathy maps, I developed detailed personas representing different segments of potential users. These personas provided invaluable insights into user behaviors, preferences, and pain points, guiding the design process towards user-centric solutions.
Alex
Pet Owner
About
Lifestyle:
Occupation:
Gender:
Age:
Location:
Active
Marketing Specialist
Non-binary
30
New York City
Description
Alex is a 30-year-old professional who lives alone in a cozy apartment in the city. They have always been an animal lover and have decided that it's finally the right time to welcome a furry friend into their life. Alex is a responsible and caring individual who values companionship and wants to provide a loving home to a pet.
Goals
- Find a compatible and well-suited pet that matches their lifestyle and living situation.
- Provide a loving and nurturing home for the new pet.
- Learn about the responsibilities and needs of pet ownership.
Challenges
- Navigating the process of finding the right pet from a reliable source.
- Ensuring a smooth transition and adjustment for the new pet.
- Learning about pet care and training.
I want to make sure I find a pet that will be a perfect fit for my lifestyle and provide them with the best possible care and love.
—Alex
Jane
Dog Breeder
About
Lifestyle:
Occupation:
Gender:
Age:
Location:
Family-oriented and outdoorsy
Dog Breeder
Female
45
Rural Area in Wisconsin
Description
Jane is an experienced and dedicated dog breeder with a passion for raising healthy and well-tempered dogs. She runs a small breeding operation from her rural home and focuses on producing dogs with excellent pedigrees and good temperaments. Jane takes pride in her breeding practices and prioritizes the well-being of her dogs and puppies.
Goals
- Find responsible and caring homes for the puppies she breeds.
- Continue improving her breeding practices and producing healthy dogs.
- Educate potential buyers about responsible pet ownership and breed-specific information.
Challenges
- Ensuring the health and welfare of her dogs and puppies throughout the breeding process.
- Attracting and selecting suitable buyers who are committed to caring for the dogs.
- Navigating breeding regulations and standards.
I take great pride in raising healthy and well-socialized puppies. My goal is to match them with loving families who will provide them with a forever home.
—Jane
"How Might We?" Questions
Formulated "How Might We…" questions based on research findings to address specific pain points. These questions served as a foundation for ideation, driving the creation of innovative features and functionalities.
- How can we streamline the pet adoption process to make it easier for pet owners like Alex to find the perfect pet match based on their lifestyle and preferences?
- How can we ensure that breeders like Jane have a user-friendly platform to showcase their available pets and connect with potential buyers who are genuinely interested in responsible pet ownership?
- How can we provide comprehensive and accurate information about each pet's history, health records, and temperament to help pet owners make informed adoption decisions?
- How can we create a seamless communication channel that allows potential pet owners to interact with breeders, ask questions, and schedule meet-and-greet sessions to build trust and confidence in their choice?
- How can we incorporate a rating and review system to allow previous pet adopters to share their experiences, insights, and feedback, thus helping future pet owners make well-informed decisions?
- How can we implement a user-friendly platform that offers educational resources and guides for new pet owners, covering topics such as pet care, training, nutrition, and healthcare?
- How can we develop a feature that enables breeders like Jane to showcase their breeding practices, certifications, and commitment to animal welfare, establishing credibility and building positive relationships with potential buyers?
- How can we facilitate the process of arranging home visits, pet introductions, and trial periods to ensure that both the pet and the owner are comfortable and compatible before finalizing the adoption?
- How can we leverage location-based services to help pet owners and breeders connect with nearby options, making it convenient for both parties to arrange visits, deliveries, and exchanges?
- How can we integrate a secure and efficient payment gateway to simplify the adoption fee process and provide a transparent financial transaction between pet owners and breeders?
Ideation Process
James and I brainstormed ideas with a focus on features that would address users' needs and challenges. The concept of an interactive pet matching tool and breeder verification emerged from this process, contributing to PetPetGoose's unique value proposition.
User Flows
Mapped out the user flow, ensuring a logical and intuitive journey for both adopters and breeders. User feedback and usability considerations were integral in refining the flowchart to create a seamless and engaging experience.
Sign-Up Process
The PetPetGoose website offers a streamlined and user-friendly signup process that caters to both pet breeders and pet adopters, ensuring a tailored experience for each user group. As visitors land on the homepage, they are presented with two distinct pathways: one for "Pet Adopters" and another for "Pet Breeders." This division allows individuals to effortlessly select the role that aligns with their intentions. For those seeking a new furry friend, clicking on "Pet Adopters" leads them to a straightforward registration form. Here, potential adopters can provide essential information such as their name, email address, and a password of their choice. Simultaneously, pet breeders can click on "Pet Breeders" to access their dedicated registration process, where they can furnish details about their breeding practices and offerings. This thoughtful separation of signup pathways ensures that both pet adopters and pet breeders experience a seamless and relevant onboarding process tailored to their distinct needs and objectives.
List A Pet Process
The List A Pet user flow has been meticulously designed to provide breeders with a straightforward and efficient process for showcasing their pets to potential adopters. Upon successfully registering as a pet breeder, users are seamlessly guided to the "List A Pet" section of their personalized dashboard. Here, breeders can effortlessly upload captivating images of the pets they have available for adoption, accompanied by detailed descriptions that highlight the pets' breed, age, temperament, and any other relevant information. The intuitive interface allows breeders to enter essential details in a structured manner, ensuring that the pet's profile is comprehensive and appealing. Breeders can also set preferences for the type of adopter they are looking for, further personalizing the pet adoption experience. Once all the information is input, breeders can review and confirm the listing before it goes live on the platform, ensuring accuracy and quality control. This user flow aims to empower breeders with an efficient and user-centric process to connect their pets with loving homes while maintaining a sense of control and customization over the adoption process.
Site Architecture
PetPetGoose's site architecture mirrors a seamlessly organized pet adoption fair, dividing the experience into distinct paths for pet adopters and breeders. The homepage serves as the entrance, leading to the "Find a Pet" section for adopters, featuring dedicated pages for different breeds and comprehensive animal information. The "List A Pet" area for breeders enables them to showcase their pets with detailed profiles. This layout offers effortless navigation and promotes meaningful connections. A comprehensive user dashboard empowers breeders and adopters to manage profiles and interactions efficiently. The architecture ensures a purposeful and harmonious pet adoption journey, fostering connections between all parties involved.
Wireframes
In the wireframe section, the blueprint of PetPetGoose's user interface takes shape. Following a 8pt grid system, the wireframes outline user interactions and functionalities. Each screen embodies user-centric design principles, focusing on intuitive navigation and seamless task execution. These wireframes serve as a foundational guide for the visual design phase, ensuring a harmonious balance of functionality and aesthetics that align with the website's mission.
Design Guide
A modern, minimalist branding approach was developed, aligned with PetPetGoose's mission. This included careful curation of the logo, color palette, typography, and visual elements to reflect the platform's values and create a cohesive identity.
Logo Design
Mockups
In the evolution of the PetPetGoose platform, the creation of mockups played a pivotal role in translating conceptual ideas into tangible design elements. These mockups provided a visual representation of the user interface and interactions, allowing the envisioned user experience to take shape. Guided by a commitment to user-centric design, the mockups captured the essence of PetPetGoose's goals – from seamless navigation to intuitive pet matching – while adhering to a minimalist and modern design aesthetic. This section delves into the process of transforming abstract concepts into concrete visuals through meticulously crafted mockups, ensuring that the platform's design would resonate with both potential pet adopters and responsible breeders alike.
Conclusion
As the journey of Pet Pet Goose approached its scheduled launch, I transitioned from the project in October 2021, leaving behind a foundation that was poised to transform pet adoption. The platform's potential to revolutionize the pet adoption process, foster meaningful connections, and prioritize responsible pet ownership was evident. Throughout this venture, I gained invaluable insights into user-centric design, empathy-driven solutions, and the intricate dynamics of creating an engaging online ecosystem. The experience underscored the importance of thorough research, iterative design, and the commitment required to bring an innovative project to fruition. While the project may not have reached its official launch, the lessons learned and skills honed during this endeavor continue to resonate in my approach to design and problem-solving.