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PurrPal is a sales app for animal shelters. By searching and matching pets according to prices, distance and one’s preferences, animal lovers can find the most suitable pet for them and complete the adoption process online.
OVERVIEW
My role
As a UX researcher and UX designer, I was responsible for every aspect of this four-week-long design project, including user research, wireframing and prototyping.
The problem
Many people don't know where there are trusted organizations that sell less expensive pets. Also, they have no time and effort to go offline to select pets in various shelters.
The goal
Design a platform to help people match and adopt pets that are right for them, as well as make the adoption process simpler and more organized.
USER RESEARCH
Summary
My user research centred around uncovering key user preferences and needs. Through contextual inquiries and interviews with shelter staff, potential adopters, and volunteers, I initially assumed that users were primarily focused on streamlining the adoption process and enhancing navigation for available animals. However, the findings highlighted a more nuanced set of priorities. Users expressed a strong desire to find a trustworthy seller, prioritize cost-effectiveness in pet adoption, and thoroughly understand the characteristics of potential pets before making decisions. This shift in focus from pure functionality to trust, affordability, and detailed pet information influenced the app's design, emphasizing building trust through transparent communication, offering cost-effective options, and providing comprehensive details about each pet's characteristics to empower users in making informed choices.
Challenges
It is hard to find trustworthy pet sellers.
Most pets, especially cats and dogs, are extremely expensive on the pet market.
Not enough time to pick from a group of pets offline.
Don't know enough about the characteristics and habits of different pets to make a choice.
Solutions
The app will require all the shelters to upload proof of credibility and conformity for registration.
The price of the shelter pet is usually lower than the market price and the app will also control the price.
People can look through all the pets in the shelter for sale and choose to purchase desired ones through the online app.
Every pet posted in the app has images and detailed descriptions of their characteristics, habits and things that an owner needs to know about it.
Persona: Amy
Amy is an animal lover who needs to find a way to adopt a big dog because she feels bored and insecure when being alone.
User Journey Map
My goal in this stage is to find potential issues that may occur during the use of this app. By simulating the entire searching and purchasing process, I identify some of the negative emotions that Amy may have during different stages, and propose improvement methods to adjust the app’s features to make her happier.
START THE DESIGN
User flow
Paper wireframes
In this stage, I first sketched five different paper wireframes (A, B, C, D and E) for the home page and then chose elements from them to formulate the final version.
Digital wireframes
The large button in the center of the screen enable users to tap to see the news easily.
The recommendation to users helps them look through pets when they don’t have clear preferences.
Photo album offers photos in different angles of this single pet, helping users to get to know it quickly.
Details offers basic information about the pet such as ages and gender to help users determine if this is the suitable pet for them.
USABILITY TEST
Research goals
Determine if users can complete core tasks within the prototype of PurrPal.
Determine if PurrPal can make any changes to serve the users better.
Research questions
The research result should make me able to answer these questions:
How long does it take a user to find a pet, submit the application and complete the payment in the app?
What can we learn from the user flow, or the steps users take, to adopt a pet?
Are there parts of the user flow where users get stuck?
Are there more features that users would like to see included in the app?
Do users think the app is easy or difficult to use?
KPIs
Time on task
User error rates
System Usability Scale (SUS)
Methodology
Moderated usability study
Location: Canada, remote (each participant will complete the study in their own home)
Length: Each session will last 5 to 10 minutes, based on a list of prompts
Participants are animal lovers who have access to the internet and any electronic device.
Findings
Two rounds of the usability study of PurrPal were conducted with five participants each to gain insights based on their behaviours and feedback.
Round 1 findings
Users want richer search functions
Users want to track their adoption status more easily
Users want a clearer and more intuitive payment process
Round 2 findings
Users want a clearer sorting function
Users would like a registration page with preference setting
Users think the application form should contain more info
REFINE THE DESIGN
1st round changes
1. Some participants had trouble using the advanced search to locate their expected pets because the filter only appeared after the initial search. Therefore, I added the filter also to the home page so that users can use it in the first place.
Before usability study
After usability study
2. Some participants feel that finding the status page takes some unnecessary effort. Therefore, I move each status to the account page so that users can see the adoption status more easily.
"It would be better if I can see the status directly on the 'Account' page so it saves my time clicking into 'My adoption'."
Before usability study
After usability study
3. Some participants were confused when they moved to the checkout page and got ready to pay because it is not straight forward to set up the payment info from the page which is separate from the checkout page. Therefore, I added the payment page directly after the checkout page to make a smoother user flow.
"Most people aren't going to adopt many pets in their lifetime; this isn't Amazon, so they probably don't want to save their bank cards in this app.“
Before usability study
After usability study
2nd round changes
1. Some participants are confused about how these search results are sorted. Therefore, I added the sorting function to enable users to choose different criterion to sort and eliminate the confusion.
Before usability study
After usability study
2. Some participants suggest that in real cases, the application usually asks for the phone number and address of applicants. Therefore, I added these two pieces of info to the application form to make sure this app is not only usable but also useful.
Before usability study
After usability study
3. Some participants wish to have a page for them to set up the types and characteristics of their preferred pets so that the pet recommendation can be more customized and relevant. Therefore, I added a new page for users to manage their preferences.
After usability study
Final mockups
Starting from the home page, users can use advanced search to find shelters and select pets, and apply to adopt the pets fully online. When applications are approved, users can follow the instructions to proceed to checkout and get ready to pick up the pets from the shelter.
Accessibility
The interface uses black and white as neutral colours to create a high contrast.
The messages page allows users to send both text and audio.
The large font size is visible and friendly to all users.
CONCLUSION
Takeaways
“The visual design is characterized by its simplicity, warmth, and universal appeal suitable for users of all ages. The thoughtful design includes detailed introductions and evaluations for each animal, fostering a user-centric approach that greatly facilitates the selection of the most suitable pet.”
— Study participant
"As someone who only adopts and always hopes for a new home for those unfortunate pets, I find this app very user-friendly and is a great tool for whomever is in need of a 4-paws friend. Every stage of the process is simple and clear that no matter how familiar you are with technology, you’d still be able to use it smoothly. It also has a detailed breakdown to help you keep track of where you are right now in the adoption process, and provide you all the needed information. I feel comfortable using this app, and I’m confident that it can give good support to all future pet owners."
— Study participant
Next steps
According to suggestions from some of the study participants, there are a few updates that can be made in future iterations to enhance the interactivity and entertainment value further.
A forum section can be incorporated to facilitate connection and communication between current adopters and potential adopters. This space allows them to share experiences, seek advice, and build a supportive community.
A diary section can be introduced for current adopters to privately document the daily growth and stories of their pets.
A report section can be added for anyone to submit information (pictures and location details) about homeless pets they encounter, facilitating rescue efforts by shelters or volunteers.
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