PETPALS
dog sitting made simple
INTRODUCING PET PALS
Pet Pals is an online dog sitting community
which brings together dog owners and non dog
owners in a dog sitting service. The idea being
that the dog sitters get the pet time they want
and the owners get the free time they need every
now and again, without feeling guilty.
PetPals by Alister Hearnshaw
THE PROBLEM
The first problem is that dog owners can struggle
to find suitable sitters when they want a holiday or
just need a break. Owners can often turn to friends
for help, but this is not always an option.
The second issue is that non dog owners seek the
companionship of a dog but don’t have the time or
facilities available to commit to owning their own.
PetPals by Alister Hearnshaw
THE SOLUTION
Pet Pals is an online community which connects dog
owners and dog sitters. It allows the owners to gain
access to the help they need, and allows the sitters
to make new dog owner connections within their
community.
The long term goal is that Pet Pals creates long lasting
friendships for the users, and long term sitters for the
dogs.
PetPals by Alister Hearnshaw
EXPLORATION
BUSINESS GOALS
Below are the core business goals which have been set out at the start of this project. These are
the reasons for wanting to create the product and will help keep the project on track. To have a
chance at being successful, these must points must be front of mind throughout the entire process.
• Create the first free online dog sitting community for dog owners within Australia
• To aim for 300 members within the first 12 months
• To have each customer use the service on average 3 times per month.
• To provide 24/7 support to our customers based on the success of the MVP. As soon
as this service can be implemented it will be
• To pursue brand partners and sponsors once the website reaches a membership
level of 500
• To provide automatic insurance cover to all members at sign up. This is mandatory
by Australian law
• Create a safe and trustworthy service which customers will want to use again
• To make the site fully accessible for everyone.
PetPals by Alister Hearnshaw
INTERVIEWS
6 PEOPLE
2 USER GROUPS
35 QUESTIONS
3 FACE TO FACE
3 ONLINE VIA SURVEY PLANET
PetPals by Alister Hearnshaw
INTERVIEW QUESTIONS
DOG OWNERS
1.
2.
3.
4.
5.
6.
7.
8.
How long have you been a dog owner?
What made you want a dog?
How many hours a day do you spend with your dog?
What kind of activities do you do with your dog?
What do you do with your dog when you are at work? Please explain
Tell me about the last time you went on holiday, what did you do with your dog? Please explain
Do you find owning a dog time consuming? If so, why?
Have you ever had help dog sitting? Did you find help on or offline? Tell me about the last time you did this and
explain your experience?
9. What are your views on putting your dog in a Kennel?
10.Would you be interested in free help looking after your dog?
11. If their was a website which made free help possible, would this interest you? Please explain
12.If I said the phrase “Pet Surfing” – what’s the first thing which comes to mind?
13.Would you be happy leaving your dog with someone you have only met once or twice? Please explain
14.Would you be happier building a relationship with sitters in your community before letting them look after your dog?
15.Would you be happy in knowing that all website members have had security checks such as a police checks?
16.What features would you look for in a pet sitting site? e.g. user reviews, location map of sitters and 24/7 support
17. Any extra information you can offer?
PetPals by Alister Hearnshaw
INTERVIEW QUESTIONS
DOG SITTERS
1. What are the reasons for not owing your own dog?
2. Why do you want to own a dog? Please explain
3. Have you owned a dog in the past?
4. Explain how many times you have thought about buying a dog?
5. Would you be interested in dog sitting? Please explain why
6. Have you ever dog sat for a friend, family or neighbour? Could you explain this experience?
7. Would you be interested in sitting a new person’s dog each time? Please explain your answer
8. Would you be happier sitting the same dog regularly?
9. What activities would you want to do with the dog?
10.How long would you be able to look after a dog?
11. Would you be happier sitting at the owners house or at your home? Please explain reasons?
12.Would an online community of owners with dogs that need sitting interest you? Please explain your why
13.Would you be happy getting to know the owners? Please explain
14.If I said the phrase “Pet Surfing” – what’s the first thing which comes to mind?
15.Would you be happy sitting for free?
16.What features would you look for in a website? E.g – User profiles, 24/7 Support, Reviews, Insurance Plans
17. Would this online pet sitting community interest you? Would you use this service regularly? Please explain
18.Any extra information you can offer?
PetPals by Alister Hearnshaw
INTERVIEW FINDINGS
• Most dogs are left at home alone during the weekdays
• Most dog owners spend and average of 4 - 6 hours a day with their dog
• All dog owners found owning a dog to be time consuming
• All dog sitters were happy to sit for free
• Sitters did say that they would require any costs reimbursed that they incurred during
the sitting i.e. pet food costs & vet bills
• Everyone was put off by paying large membership fee’s during or after sign up on
similar websites to use the service
• Everyone is security concious. Would feel comfortable knowing all users had been
vetted (or Police Checked)
• All owners would like to meet up with sitters once or twice to get to know them before
going ahead
• Only sitters mentioned they would seek insurance cover if they needed to
• Everyone was interested in the product and said it would be something they would use.
PetPals by Alister Hearnshaw
SO, WHO ARE PET PALS CUSTOMERS?
THE USER INTERVIEWS HAVE SHOWN THAT THEIR ARE 4 MAIN TYPES OF
CUSTOMERS. THIS BREAKS DOWN IN TO 2 MAIN GROUPS WITH 2 TYPES IN EACH.
DOG OWNERS
DOG SITTERS
USER 1
This user is someone who is time poor,
who works a lot and feels bad that they
leave their dog alone for such long hours
each day. They need their dog to have
some company.
USER 3
This user is someone who realises they
are too busy to own a dog. They also
realise that they cannot commit to a dog
due to financial reasons.
USER 2
This user is someone who has time on
their side but who would look to use the
service when they need a small break or
holiday away.
PetPals by Alister Hearnshaw
&
USER 4
This user is someone who is worried
about the long term commitment &
responsibility of owning their own dog.
They cherish their free time and worry a
full time dog may get in the way.
PERSONAS
PETPALS
PET OWNERS
“TIME POOR”
JORDAN
NEEDS
Jordan has a dog called Matty who is often left alone at home for up to 12 hours per day
whilst Jordan and his partner are at work. The dog has plenty of space to run around and food
is always left in the morning.
Jordan has become increasingly worried about how much time the dog is left alone for and
has decided he would like to seek help looking after Matty.
GOALS
• To feel his dog is getting the full attention it deserves
• To find reliable pet sitters in his local area
• For his dog to be walked in dog parks much more regularly
• To be able to have more spare time for himself
PAIN POINTS
32, Sydney
Recruiter
2 Bedroom House
In a relationship
ABOUT JORDAN
Jordan is a professional who works long hours and
often travels interstate with work. He lives in a large
2 bedroom house with his partner in the suburbs of
Sydney. Jordan is super time poor.
• Dog being in the home on his own a lot
• Needs to find a sitter he can trust
• Being time poor, the hassle in finding a good sitter can often lead to giving up
• The usual sitting costs involved can be off putting
BEHAVIOURS
CARING
RESPONSIBLE
STRESSED OUT
TIME AVAILABLE
POOR
HIGH
BUDGET
LOW
HIGH
SECURITY CHECKS NONE
IMPORTANT
TO MAKE FRIENDS NO
YES
“SUPER SOCIAL”
MARY
NEEDS
Although Mary has time on her side, every now and again she seeks the assistance of a friend
to help look after Winston on a weekend or when she is away on holiday. When a friend is not
available, she needs another option.
Mary would like to take the time to meet people who she can trust with Wilson and feel that
she can leave him with someone who will give him as much love as she would.
GOALS
• Wants to find sitters who she can create a friendship with
• Doesn’t mind paying for a sitter if she has to
• To ensure her dog will always have a safe & caring place to stay
• Wants to avoid using dog kennels
PAIN POINTS
• Feels bad that she even has to use a sitting service
• Needs to make sure she can find a sitter who she can trust
• General hygiene/condition of sitters property needs to be good
40, Melbourne
Personal Assistant
1 Bedroom Unit
Single
ABOUT MARY
Mary is a fun out going person who works to live,
not lives to work. She works a normal working day
returning to her dog Winston on an evening. She takes
him for long walks to the dog park and has plenty of
time to spend with him around the house. She loves
the companionship of having a dog.
BEHAVIOURS
OUT GOING
SUPER SOCIAL
HIGH STANDARDS
TIME AVAILABLE
POOR
HIGH
BUDGET
LOW
HIGH
SECURITY CHECKS NONE
IMPORTANT
TO MAKE FRIENDS NO
YES
PERSONAS
PETPALS
PET SITTERS
“ACTIVE”
ADAM
NEEDS
Adam has always wanted a dog but knows that time does not allow in his busy schedule. He
also knows that financially, he would not be able to afford to have a dog full time.
He has dog sat in the past for friends and is now looking for a regular dog which he can sit on
weekends. He is open to meeting new people with dogs to make this happen.
GOALS
• To find a regular dog to sit
• For the process to be straight forward and easy
• To offer his services for free
• For weekend sitting only
PAIN POINTS
29, Brisbane
Marketing
1 Bedroom House
Single
ABOUT ADAM
Adam works in a managerial role Marketing. His job is
very busy and he has an active social life with many
friends. He plays football for a local team and likes to
escape the city on a weekend when he can.
• Time poor and doesn’t know where to begin looking
• Finds it hard to find a clear and easy website for this service
• Would only want to dog sit at his own property
• Would need all expenses covered during sitting time e.g. food, petrol etc.
• Would find getting a police check a hassle and an annoying cost
BEHAVIOURS
SOCIAL
ACTIVE
ADVENTOROUS
TIME AVAILABLE
POOR
HIGH
PAID SITTING
NO
YES
TO MAKE FRIENDS NO
YES
“OUT N’ ABOUT”
CHERIE
NEEDS
She has often thought about getting a dog but the responsibility of owning one put her off.
She would like all the perks that come with having a dog but with minimal commitment. To
add to this, her big retirement travels plans mean that owning a dog would not be fair.
She would be interested in an online community where she can make friends with pet owners
and regularly sit their dogs.
GOALS
• To make many friends in the dog sitting community
• Would be happy to dog sit at owners house
• Happy to get to know and look after multiple dogs
• To dog sit 1 - 2 times per week when it suits her
PAIN POINTS
• Other websites currently available which try charge a lot for their service
• Would need all expenses covered during sitting time e.g food, petrol etc
62, Sydney
Retired
2 Bedroom Bungalow
Married
BEHAVIOURS
SOCIAL
ALWAYS HAPPY
BUSY
ABOUT CHERIE
Cherie is retired with all the time in the world. She
and her husband are very social, always out and
about keeping busy, and plan to travel overseas a lot
during their retirement. Cherie has always been a
commitment phobe.
TIME AVAILABLE
POOR
HIGH
PAID SITTING
NO
YES
TO MAKE FRIENDS NO
YES
CUSTOMER GOALS & NEEDS
I have created a list of customer goals which will need be implemented in the MVP. These are
key areas of functionality which will allow the user to use the site successfully.
• The user needs to be able to find other users via searching
• The user needs to be able to review their experiences
• The user needs to be able to contact other users
• The user needs to be able to add their availability to their profile
• The user need to be able to interact with other users on a feed/wall on each
others profiles
• The user needs to be able to create an account and set up a profile
• The user needs to be able to update their account details easily
• The user needs to be able to login with a Pet Pals account and also via Facebook
• The user needs to be able to reset their password easily if they forget
• The user needs to easily understand how the dog sitting process works
• The user needs to be able to get help easily
• The user needs to receive text and email confirmations.
PetPals by Alister Hearnshaw
COMPETITOR ANALYSIS
Pet Home Stay
Borrow my Doggy
Pet Sitting Aus
User Profiles
Yes - clean & simple
Yes - pretty basic
No
Insurance Plans
Yes - auto on sign-up
Yes - auto on sign-up
No
Reviews
Yes
No
No
24/7 Support
Yes
No
No
FAQ
Yes - small section
No
Yes
Help
Yes
Yes - very detailed
No
Calendar Availability
Yes
No
No
Login with Facebook
Yes
Yes
No
Free Sign-up
Yes
Yes
No
Free Service
No
No
No
Testimonials
No
Yes
No
Blog
No
Yes
No
Booking Request Form
Yes
Yes
Yes
PetPals by Alister Hearnshaw
COMPETITOR ANALYSIS FINDINGS
My competitor analysis has shown where Pet
Pals can excel over it’s rivals:
• Pet Pals needs to have a 100% free service to compete with competitors premium
membership / service costs
• Create a better user profile platform with greater detail and interactivity. This should
include the user having a wall / feed to easily keep in touch with new friends on Pet
Pals
• 24/7 support. This is important in order to challenge our competitors offerings. Due
to the complexity of the service, this may have to wait until second release
• A good, solid, detailed FAQ section which would allow the customer to gain the
information they need, without having to contact a member of the Pet Pals team
• A booking request form is something which each site has. I find this quite formal. I am
planning to introduce a simple messenger feature which users can arrange meeting
through.
PetPals by Alister Hearnshaw
CONTENT STRATEGY
• The site must be informal and welcoming
• It must also be clean and easy to navigate
• The copy must be fun & easy going whilst still ensuring the information is
delivered clearly
• Being trustworthy is a key for it to work
• Safe and secure service
• The imagery used must be inspiring and have emotion
• The colour palette must be warm and fuzzy and not too wishy washy
• The use of clever iconography is a must
• A clean typeface must be used
• SEO optimised copy and correct HTML placement
• Shareable content throughout social network sites
• Relevant video content would be a nice to have. Maybe stock video could do
for the MVP
• The site must keep its copy to the point and avoid waffle.
PetPals by Alister Hearnshaw
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USER JOURNEY
EMOTIONS
DURING
JOURNEY
JOURNEY
PHASES
UX
IDEAS
ENQUIRY
CONSIDERATION
ACTION
FOLLOW UP
New users at this stage
may be overwhelmed
by the amount of sites
available. Make sure
our key unique selling
points are clearly visible.
Clean, clear and simple
website navigation.
Once the new users are ready for sign up, we must make
sure the process is easy to avoid losing them at this point.
Maybe allow sign in with facebook option for ease.
Is their a way we can explore basic profile setup. Maybe a basic survey which asks you general questions
(multiple choice). It will then generate a rough story of yourself to approve? I found that people don’t like
to sit and fill out information about themselves for too long. This would hopefully reduce the amount of
half completed profiles.
Sitter may feel sad the end sitting. Follow up with a positive
text or email encouraging them the for next experience.
PetPals by Alister Hearnshaw
We must keep the user informed at all stages of their
progress. Confirmation emails/texts are a must.
Search function clean and simple by suburb/postcode/availability. Integration of google maps and pins.
Maybe a user profile which is more of a feed like facebook where users can interact easily and see
regular content postings by friends made from the site.
Allow for easy reviewing - can this be condensed in to 5
easy multiple choice questions? Minimal screens in the
process.
MINIMAL VIABLE PRODUCT
Based on the feedback from user interviews,
business and customer goals, competitor analysis
and user journey, the chosen MVP includes the
features which my customer would need to
launch the minimal viable product to market.
These features are listed below.
User Profiles, Feed & Wall | User Search inc. Location Map | User Reviews
Messenger | Insurance | Member Validation | Calendar | Good Imagery
How to Guide / FAQ | Email & Text Confirmations | Contact Us
PetPals by Alister Hearnshaw
ESSENTIAL
User Profiles
Contact Us
Good
Imagery
Location Map
Reviews
Search for users
Text Notifications
LOW EFFORT
Email Confirmations
Insurance
Calander
Testimonials
Areas Serviced
Police
Checks
24/7 Support
Offers &
Specials
Push Notifications
Local Pet Shop
Involvement
Emergency
Sitters
Local Vet
Involvement
Help line for
sick dog advice
NICE TO HAVE
HIGH EFFORT
Member
Validation
How to Guide / FAQ
Social Media
Integration
User Feed / Wall
DESIGN
USER FLOW - DOG SITTERS & OWNERS
VALIDATION
LOGIN
(FACEBOOK OPTIONAL)
PROFILE
COMPLETE
ERROR
YOUR
PROFILE
EDIT PROFILE
LOGOUT
HOMEPAGE
ABOUT
SIGN UP/
LOGIN WITH
FACEBOOK
VALIDATION
PetPals by Alister Hearnshaw
SEARCH
RESULTS
VIEW
USER
CONTACT
USER
SEARCH
USERS
HELP
CONTACT
SEARCH
USERS
ERROR
INSURANCE
HOW TO
GUIDE
CONFIRMATION
SIGNUP/LOGIN
VALIDATION
This diagram gives an idea of how users will interact when
navigating around Pet Pals. It shows all the possible paths the
user could go down including errors and validation This gives a
great visual refernce for when thinking about the design.
INFORMATION ARCHITECTURE - SITE MAP
HOMEPAGE
ABOUT
PET PALS
SIGN UP
LOGIN
PROFILE
SEARCH
MESSAGES
LOGIN WITH
FACEBOOK
LOGIN WITH
FACEBOOK
ABOUT
USER
SEARCH
RESULTS
INBOX
INSURANCE
SIGN UP
WITH EMAIL
LOGIN WITH
EMAIL
USER
REVIEWS
SEND
MESSAGES
MEMBER
VALIDATION
FILL OUT
BASIC FORM
FORGOT
PASSWORD
USER
AVAILABILITY
CREATE
PROFILE
HOW TO
GUIDE
HELP
CONTACT
FAQ
CALL
EMAIL
EDIT
PROFILE
USER
WALL/FEED
FRIEND
REQUEST
MESSAGE
USER
PetPals by Alister Hearnshaw
INSURANCE
The Information Architecture above shows the information
hierarchy of Pet Pals. It shows how the sections of the website flow
down from initial homepage to its various sections.
WIREFRAME SKETCHES
I have chosen to show the Search Function from my MVP. To begin with, I have included my initial sketches and an explanation of
what will happen in each stage.
1. User decides to search for other users on the
site. They arrive on the homepage and carry out
the Search.
PetPals by Alister Hearnshaw
2. Search results are displayed on a new page. The map
sits at the top with the results stacked underneath. When
the user scrolls, the results scroll underneath the map as
it is fixed to stay in place. User the clicks on chosen search
result.
3. User lands on chosen profile and views. The user can
then return to the search results if need be by hitting back,
or can search again from the navigation bar at the top of
the page.
PROTOTYPE & WIREFRAME
Below is the wireframe prototype of the search function on the page before, created using UX Pin. After creating the initial sketches, I
designed an interactive prototype so that I could carry out user testing.
To view the prototype live, click on the link below:
https://live.uxpin.com/aa229eb86b4a8bab7fccadade82fc1e6fcbd6dcb#/pages/21308171
PetPals by Alister Hearnshaw
USER TESTING
3 PEOPLE
4 SCENARIOS
1 FORMAL
2 REMOTE
PetPals by Alister Hearnshaw
USER TESTING SCENARIOS
1
YOU’VE RECENTLY DECIDED THAT
YOU’D LIKE TO START DOG SITTING.
YOU’VE HEARD ABOUT A SITE CALLED
PET PALS AND HAVE DECIDED CHECK
IT OUT TO SEE IF ITS RIGHT FOR YOU.
GO AND EXPLORE…
2
YOU’VE DECIDED THAT PET PALS IS
THE WEBSITE YOU’D LIKE TO USE TO
DOG SIT THROUGH AND DECIDE TO
BECOME A MEMBER.
3
NOW YOUR A MEMBER YOU LOOK
FOR, AND CHOOSE WHO YOU WOULD
LIKE TO GET IN TOUCH ABOUT DOG
SITTING FOR.
PetPals by Alister Hearnshaw
4
AFTER LEAVING PET PALS FOR A DAY
OR TWO, YOU SEE THAT YOU HAVE A
MESSAGE FROM EMILY AND DECIDE
TO RESPOND TO ARRANGE A SITTING
SESSION.
USER TESTING RESULTS
Below is the list of result which I obtained from my three user tests. I found the results to be surprising and have
100% helped me to improve my current prototype.
1. It was suggested that “Top Reviews” should be first in the search results sort drop down menu
2. Some users have suggested that the search results page should have a filter/refine results so that they can really narrow down what
they are looking for
3. Users seemed to be confused by the wording in the search drop down on the homepage. They felt that “I am looking for a...” should be
changed to “I am a...”. This made more sense to them
4. One user felt that the search results map should show all pins initially, then concentrate on each individual pin as you scroll
5. Users were confused by what the different date highlights meant on the calendar. They suggested that the highlights are colour coded
and a key is added to the calendar
6. Users felt that the profile pages needed a call to action to message the user whose profile your on. Something along the lines of “Are
you interested in sitting for Tom?” could go above message button on the profile, prompting the user to take action
7. Users felt that the site lacked a friend’s section. An area where you could see who you are friends with. Searching every time you
wanted to find someone you knew became frustrating
8. Users requested that a Edit Profile / Profile Settings button be added to the User Menu
9. The profile page doesn’t indicate if the user is a Sitter or an Owner. Users felt this should be indicated in header, possibly under the
users name
10. The inbox message list should state who last replied to the message, a few users were confused by who sent a message last in each
thread
11. Users felt you should be able to “star/like” members from the search results list. They would then be added to a list of people you
might check out later on. Rather like a hold bin for an online clothes store.
PetPals by Alister Hearnshaw
PROTOTYPE UPDATES
Based on the user testing results, I have implemented the feedback in my design. I have included a selection of the updated designs
below as visual reference.
1
“It was suggested that “Top Reviews” should be first in the search results sort drop down menu.”
BEFORE
2
AFTER
“Users seemed to be confused by the wording in search drop down on the homepage. They felt that “I am looking for a...”
should be changed to “I am a...”. This made more sense to them.”
BEFORE
PetPals by Alister Hearnshaw
AFTER
PROTOTYPE UPDATES
3
“Users were confused by what the different date highlights meant on the calendar. They suggested that the highlights are
colour coded and a key is added to the calendar.”
BEFORE
4
AFTER
“Users felt that the profile pages needed a call to action to message the user whose profile your on. Something along the
lines of “Do you want Tom to look after your dog?” could go above message button on the profile, prompting the user to
take action.”
BEFORE
PetPals by Alister Hearnshaw
AFTER
PROTOTYPE UPDATES
5
“Users requested that a Edit Profile / Profile Settings button be added to the User Menu.”
BEFORE
6
AFTER
“The inbox message list should state who last replied to the message, a few users were confused by who sent a message
last in each thread.”
BEFORE
PetPals by Alister Hearnshaw
AFTER
MAJOR DESIGN DECISIONS
Throughout the design of the wireframes and prototype I found myself being constantly challenged by what
was possible and what would deliver the best user experience. In doing so I had to think of what to include in
the design and how to display it. Below is a selection of my biggest decisions.
ANIMATED SEARCH PIN
The design of the moving pin within the search results was quite unusual and a bit of a design test.
Overall it proved to be successful in testing, but also learned that it may not work well on smaller
screen sizes. This would be an area which would require more thought moving forward.
2 TABS IN THE USER PROFILE
Hiding important content can be difficult to do well. I found that having two sections to the user profile
(about the user and the user wall) worked well in testing. All users could navigate between these tabs
perfectly well.
CREATE PROFILE FORM
The design of the form was a great way to break down the normal form process, concentrating on
one question at a time. It also included a progress bar at the top of the page which allowed the user to
know where they were in the process to reduce drop off.
PetPals by Alister Hearnshaw
SUMMARY
WHAT’S NEXT?
On evaluating what has been done so far and analysing the results of user testing, I can now see the areas
which I would grow Pet Pals after the initial MVP. These main areas are:
24/7 SUPPORT
Allowing users the instant support they need, 24 hours a day 7 days a week
USER FRIEND’S SECTION
An area of the site where users can view their friends without having to do a generic search for them
SEARCH RESULTS FILTER/REFINEMENT
Functionality so that users can narrow down their search results even further
INCLUDE ALL PINS ON THE SEARCH RESULTS MAP
On initial load - include all pins on the map, as the user scrolls one pin will be shown at a time
STAR/LIKE POTENTIAL PROFILE’S
This is so that a user can “mark” a profile and come back to read it properly later
EVENTS SECTION
Local events where dog owners and sitters can get together on a weekend to hang out together with the dogs
PetPals by Alister Hearnshaw
THANK YOU!