Fetch: A Rover Feature
How might we make navigating moving or traveling an easier transition on pets?
Overview
Project Overview
Fetch, a proposed feature for Rover.com, is a pet transport app created to make transporting pets as stress-free as possible. Fetch is designed to connect pet owners with reliable, professional drivers who are equipped to safely and comfortably transport pets. Whether a user needed long-distance transportation or a quick trip to the vet, Fetch is a solution to a safe and worry-free experience for both users and their pets.
Problem
Moving in general is very stressful and overwhelming, but throwing pets into the mix makes things tougher. Many people feel that they don’t have the time or capacity to navigate everything needed to move with their pets, and many people don’t know where to look for resources.
Project Goals
I wanted to know what pain points pet owners have when moving so that I can provide a solution to help both owners and pets successfully and comfortably move.
Project Overview
Fetch, a proposed feature for Rover.com, is a pet transport app created to make transporting pets as stress-free as possible. Fetch is designed to connect pet owners with reliable, professional drivers who are equipped to safely and comfortably transport pets. Whether a user needed long-distance transportation or a quick trip to the vet, Fetch is a solution to a safe and worry-free experience for both users and their pets.
Problem
Moving in general is very stressful and overwhelming, but throwing pets into the mix makes things tougher. Many people feel that they don’t have the time or capacity to navigate everything needed to move with their pets, and many people don’t know where to look for resources.
Project Goals
I wanted to know what pain points pet owners have when moving so that I can provide a solution to help both owners and pets successfully and comfortably move.
Roles
User Research, UI Design, Branding
Tools
Figma, Optimal Workshop, Maze, Lookback
Timeline
May 2024 - July 2024
Research
Background
People can be overwhelmed with where to start when it comes to moving their pets. They may need to find solutions for transporting pets on long journeys, transport services, airlines that allow pets, and even tips/how-to's or personal experience stories on moving pets.
Research Goals
Determine what resources pet owners currently use when planning to move
Understand what has worked for them in the past, and what has been challenging
Understand the process of prioritizing when moving and looking for services for their pets
Learn if there are triggering events
Background
People can be overwhelmed with where to start when it comes to moving their pets. They may need to find solutions for transporting pets on long journeys, transport services, airlines that allow pets, and even tips/how-to's or personal experience stories on moving pets.
Research Goals
Determine what resources pet owners currently use when planning to move
Understand what has worked for them in the past, and what has been challenging
Understand the process of prioritizing when moving and looking for services for their pets
Learn if there are triggering events
Methodologies
User interviews
Secondary research
Methodologies
User interviews
Secondary research
Secondary Research
While brainstorming about the topic of moving with pets, I started with researching pet-sitting products like Rover and Wag. When I interviewed my participants, I found that news stories related to pets on airlines have really spooked the people I chatted with. I decided to look into pet transport services, but was only able to discover a couple of products such as: PetRelocation.com, CitizenShipper, and PetWorks.
PetRelocation, a product that offers pet transport services, did a survey in 2019.
"A growing number of pet owners now face more limited options, with much more expensive ground transportation being the only choice for some. In addition to cost, the lead times and travel times for moving a pet by ground are typically much longer. This is reshaping the nature of pet moves within the U.S. now and for the future."
Future Market insights says that:
“The pet transporting service market size is estimated to be valued at US$ 525 million in 2023 and is expected to reach US$ 820 million by 2033.”
Secondary Research
While brainstorming about the topic of moving with pets, I started with researching pet-sitting products like Rover and Wag. When I interviewed my participants, I found that news stories related to pets on airlines have really spooked the people I chatted with. I decided to look into pet transport services, but was only able to discover a couple of products such as: PetRelocation.com, CitizenShipper, and PetWorks.
PetRelocation, a product that offers pet transport services, did a survey in 2019.
"A growing number of pet owners now face more limited options, with much more expensive ground transportation being the only choice for some. In addition to cost, the lead times and travel times for moving a pet by ground are typically much longer. This is reshaping the nature of pet moves within the U.S. now and for the future."
Future Market insights says that:
“The pet transporting service market size is estimated to be valued at US$ 525 million in 2023 and is expected to reach US$ 820 million by 2033.”
User Interviews
I conducted user interviews to hear from pet owners firsthand their stories of how they navigated or are navigating moving their pets.
User Interviews
I conducted user interviews to hear from pet owners firsthand their stories of how they navigated or are navigating moving their pets.
Approach
Created an interview discussion guide based on open-ended questions to allow participants to share their experiences
Conducted and recorded interviews remotely using Zoom, Google Meet, Discord, and phone calls
Approach
Created an interview discussion guide based on open-ended questions to allow participants to share their experiences
Conducted and recorded interviews remotely using Zoom, Google Meet, Discord, and phone calls
Participants
5 participants with pets ranging from 4 pets to 1 pet
Participants all have done various amounts of moving recently
1 participant is military (frequent, fast paced mover)
Participants
5 participants with pets ranging from 4 pets to 1 pet
Participants all have done various amounts of moving recently
1 participant is military (frequent, fast paced mover)
Key Takeaways
Travel safety is a big concern, between car rides, transport services, and flying. Most people refuse to fly their pets at all and would rather drive.
Many people highlighted the stress and anxiety that comes with moving pets in general. Almost everyone expressed that they have made choices or sacrifices to keep their pets from being less anxious.
Every single person stated that they have a hard time trusting online reviews, as well as trusting people or services they book online.
Key Takeaways
Travel safety is a big concern, between car rides, transport services, and flying. Most people refuse to fly their pets at all and would rather drive.
Many people highlighted the stress and anxiety that comes with moving pets in general. Almost everyone expressed that they have made choices or sacrifices to keep their pets from being less anxious.
Every single person stated that they have a hard time trusting online reviews, as well as trusting people or services they book online.
Analyze
Affinity Map
I created an affinity map to help me group observations made during user interviews and see themes that could develop insights like my HMWs and POVs.
Affinity Map
I created an affinity map to help me group observations made during user interviews and see themes that could develop insights like my HMWs and POVs.
Themes
Pet travel safety - cars/planes/transport
Pet anxiety & owner anxiety
Trust, or lack thereof
Preparedness
Platforms used to research
Themes
Pet travel safety - cars/planes/transport
Pet anxiety & owner anxiety
Trust, or lack thereof
Preparedness
Platforms used to research
HMW & POVS
How might we make navigating moving or traveling an easier transition on pets?
How might we make finding recommendations for pet transport services trustworthy and reliable?
I’d like to explore ways to help owners of anxious pets navigate moving or traveling in a way that makes the transition easier on pets because they don’t want to stress their pets.
HMW & POVS
How might we make navigating moving or traveling an easier transition on pets?
How might we make finding recommendations for pet transport services trustworthy and reliable?
I’d like to explore ways to help owners of anxious pets navigate moving or traveling in a way that makes the transition easier on pets because they don’t want to stress their pets.
SYNTHESIZE
User Personas
Using the affinity map, user interview insights, HMWs & POVs, I created 2 user personas that encompassed the 5 participants that I interviewed. These personas helped guide my design process, and ensure that my design decisions were grounded on real user goals, motivations, needs, and expectations.
User Personas
Using the affinity map, user interview insights, HMWs & POVs, I created 2 user personas that encompassed the 5 participants that I interviewed. These personas helped guide my design process, and ensure that my design decisions were grounded on real user goals, motivations, needs, and expectations.
Card Sort
In order to learn how users think about information, I conducted a card sort with 9 participants. My goal was to learn how I could organize content, design paths, and use vocabulary that will make sense to users.
Card Sort
In order to learn how users think about information, I conducted a card sort with 9 participants. My goal was to learn how I could organize content, design paths, and use vocabulary that will make sense to users.
Sitemap
Using the data I learned from the card sort, I created a sitemap and feature roadmap. My approach here was treating the Fetch app as a feature on Rover.com.
Sitemap
Using the data I learned from the card sort, I created a sitemap and feature roadmap. My approach here was treating the Fetch app as a feature on Rover.com.
User & Task Flows
To better understand and address user needs, I created user flows that were informed by the goals and pain points of my user personas. For my user personas, the key flows identified were:
View pet's location: Pet owner wants to check-in on pet’s current location on the route.
View updates: Pet owner receives an email notification that the driver has left a planned stop. The owner wants to see if the driver posted a Rover card update.
Building on this foundation, I prioritized key tasks and developed task flows that outlined the steps required to achieve their objectives, ensuring a seamless path to their goals.
User & Task Flows
To better understand and address user needs, I created user flows that were informed by the goals and pain points of my user personas. For my user personas, the key flows identified were:
View pet's location: Pet owner wants to check-in on pet’s current location on the route.
View updates: Pet owner receives an email notification that the driver has left a planned stop. The owner wants to see if the driver posted a Rover card update.
Building on this foundation, I prioritized key tasks and developed task flows that outlined the steps required to achieve their objectives, ensuring a seamless path to their goals.
DESIGN
Lo-Fi Sketches
I began design exploration with sketching low-fidelity wireframes on pen and paper. I challenged myself to sketch screens using a 2 minute timer to quickly ideate key screens from my task flows. I found value in focusing on laying out the IA with simple building blocks.
Lo-Fi Sketches
I began design exploration with sketching low-fidelity wireframes on pen and paper. I challenged myself to sketch screens using a 2 minute timer to quickly ideate key screens from my task flows. I found value in focusing on laying out the IA with simple building blocks.
Mid-Fi
After starting to notice repetitive design patterns in my sketches, I moved some of those screens to mid-fidelity digital wireframes to better visualize the patterns and intentions. I was able to start to look at how the content fits together from a user’s perspective, further refining user flows into specific tasks to test.
Mid-Fi
After starting to notice repetitive design patterns in my sketches, I moved some of those screens to mid-fidelity digital wireframes to better visualize the patterns and intentions. I was able to start to look at how the content fits together from a user’s perspective, further refining user flows into specific tasks to test.
Branding
Coming from a visual design background, I started the branding process by developing brand values to start establishing an identity: honest and playful. The name itself, Fetch, is a play on the typical game you can play with most pets, and in my use case, it also refers to the act of “fetching” the user’s pet from one location to the next. I wanted the logo to be eye-catching and fun, while also giving a sense of movement. Shades of green were chosen as primary colors, as green is perceived as safe, calm, and compassionate. Outside of the logo, I paired functional type for the app. Everything was designed with accessibility and usability top of mind.
Branding
Coming from a visual design background, I started the branding process by developing brand values to start establishing an identity: honest and playful. The name itself, Fetch, is a play on the typical game you can play with most pets, and in my use case, it also refers to the act of “fetching” the user’s pet from one location to the next. I wanted the logo to be eye-catching and fun, while also giving a sense of movement. Shades of green were chosen as primary colors, as green is perceived as safe, calm, and compassionate. Outside of the logo, I paired functional type for the app. Everything was designed with accessibility and usability top of mind.
Hi-Fis
I refined my mid-fidelity wireframes to create high-fidelity wireframes for the flows I identified and planned to test. This involved plugging in a lot of what I worked on during the branding process, including images, color, typography, and consistent iconography. While working on hi-fis, I also spent time creating interactive components to simulate the user's actual experience to create a more realistic representation of the final product.
Hi-Fis
I refined my mid-fidelity wireframes to create high-fidelity wireframes for the flows I identified and planned to test. This involved plugging in a lot of what I worked on during the branding process, including images, color, typography, and consistent iconography. While working on hi-fis, I also spent time creating interactive components to simulate the user's actual experience to create a more realistic representation of the final product.
Prototype
Using Figma's prototype tools, I created an interactive, functional prototype of my hi-fi screens so I could conduct usability testing. Since I was working on interactive components while building the hi-fi screens, I was able to easily set up the prototype, and add animations that helped mimic the user's true experience on a mobile device.
I used this prototype, along with Maze, to conduct usability testing. The prototype allowed me to test and validate design decisions and gather user feedback.
Prototype
Using Figma's prototype tools, I created an interactive, functional prototype of my hi-fi screens so I could conduct usability testing. Since I was working on interactive components while building the hi-fi screens, I was able to easily set up the prototype, and add animations that helped mimic the user's true experience on a mobile device.
I used this prototype, along with Maze, to conduct usability testing. The prototype allowed me to test and validate design decisions and gather user feedback.
TEST
Usability Testing
For usability testing, I tested two task flows: viewing the pet’s location and contacting the driver. My goal was to determine that users can easily navigate the flows successfully. I also wanted to ensure that the IA was easy to understand, and if there were any frustrations or errors in the design structure.
Usability Testing
For usability testing, I tested two task flows: viewing the pet’s location and contacting the driver. My goal was to determine that users can easily navigate the flows successfully. I also wanted to ensure that the IA was easy to understand, and if there were any frustrations or errors in the design structure.
Results
Overall the task flows tested well! The main point of feedback was the overwhelming consensus that a full button was needed on one screen. Otherwise, users loved the clean look and found the app intuitive. I arranged the data into a Feedback grid to further understand all information that was gathered.
Results
Overall the task flows tested well! The main point of feedback was the overwhelming consensus that a full button was needed on one screen. Otherwise, users loved the clean look and found the app intuitive. I arranged the data into a Feedback grid to further understand all information that was gathered.
Iterate
After analyzing the results, I made a priority revision for the Contact screen, which was making the whole CTA a button to avoid misclicks. Otherwise, users felt that the app was clean, intuitive, and straightforward and did not have any additional suggestions aside from the button.
Iterate
After analyzing the results, I made a priority revision for the Contact screen, which was making the whole CTA a button to avoid misclicks. Otherwise, users felt that the app was clean, intuitive, and straightforward and did not have any additional suggestions aside from the button.
FINAL
Final Screens
Final Screens
