Walks on demand, wags guaranteed!
Your dog's new best walk is a tap away.
To address the limitations of their current phone/email booking system, Happy Hounds, a dog walking service provider based in East London, requires the design of an online booking app.
My Role: UX & UI Designer
Client: Happy Hounds
Tools: Figma, Notion, Miro, Google Meets
Timeline: 6 weeks
The Problem
In light of the Covid-19 pandemic, the United Kingdom has witnessed a significant increase in pet ownership, particularly among families and couples. This boom in pet ownership has led to an unprecedented surge in demand for dog-related services, presenting both a challenge and an opportunity for local businesses.
Happy Hounds, has encountered difficulties in providing a smooth and efficient booking experience. In an era where simplicity and convenience in service booking are not just appreciated but expected, Happy Hounds recognizes the urgent need to innovate and simplify its booking process.
​
For Happy Hounds, this situation is not just about meeting the increased demand but also about enhancing the user experience. By streamlining the booking process, Happy Hounds aims to ensure that its clients can secure their services with ease, reflecting the business's commitment to customer satisfaction and its adaptability to the evolving needs of pet owners in the community.
"Since March 2020, there has been a significant increase in pet ownership across the United Kingdom. Approximately 2.5 million new dogs have been welcomed into homes​​."
​
- PDSA Pet Report
User-centred Design Process
Research
Conducted guerrilla interviews in parks and performed a competitive analysis to gather initial insights and understand market dynamics.
Analysis
Reviewed research findings to form assumptions and developed a user persona to guide the design process.
Design
Created quick sketches of two solutions, each representing a different user flow, for preference testing.
Prototype
Developed prototypes of the two solutions for usability testing, focusing on user interaction and feedback.
Test & Iterate
Refined the designs based on usability feedback to ensure they meet user needs and preferences effectively.
Research
The user
As an initial step towards understanding project requirements, I made sure to prioritize the user's perspective through guerrilla user research. My approach involved engaging with dog owners in a local park, where I conversed with seven individuals and asked three questions.
To qualify for the survey, participants needed to have utilized an online booking dog walking service before.
​
What the user said:
Demand for clear communication and reliability
Users require clear communication and reliability in dog-walking services, with an emphasis on transparent walker availability and minimal unexpected cancellations to ensure dependable pet care.
​
Preference for customisable and recurring booking options
The desire for customisable booking options is prevalent among users, who appreciate the ability to easily schedule services at their convenience and select specific offerings like extended walks or additional pet care, aligning with their unique needs.
​
Enhancement through scheduling innovations
Incorporating scheduling efficiencies inspired by Calendly can significantly enhance the user experience in dog-walking services, suggesting an opportunity to differentiate through streamlined booking processes.
During the interview process, it became evident that participants were passionate about talking about their dogs. This observation highlighted to me the importance of incorporating a dog profile feature to enhance user engagement.
Competitive analysis
In our user-centric approach, we conducted a comprehensive review of industry peers, including direct competitors Rover and Pawshake, as well as the scheduling app Calendly, known for its innovative appointment organizing solutions.
Calendly's effective booking processes inspired me to adapt its best practices to our dog-walking service. Our UX research involved analyzing the booking experiences on these platforms, comparing Rover and Pawshake's methods with Calendly's strategies to extract key insights and improve our service's user journey.
Analysis
The solution
An innovative mobile application designed to provide dog owners with the flexibility to book dog walking services tailored to their furry friends' needs while ensuring trust and reliability in the booking process. Users can easily book dog a walker that aligns with their schedules and preferences. While also offering sharing relevant information about their beloved pets.
Meet the user (persona)
Based on the research and user interviews, I developed a user persona as my reference point when building a solution to meet their needs.
User flow
The user flow was created to streamline the journey through our platform, aiming to reduce unnecessary interactions and steps required to reach the user's goal. By simplifying the path, we enhance user experience and efficiency, ultimately making our platform more user-friendly and effective.
User flow A
User flow B
Key differences
The key distinction between the two user flows lies in the placement of the sign-up and pick-up details: in User Flow A, these elements are introduced at the beginning, whereas in User Flow B, they are positioned towards the end. Our testing will focus on gauging user comfort and preference regarding the timing of the sign-up process—specifically, whether users feel more at ease progressing through the flow when the sign-up is presented upfront.
Design
Sketches
To swiftly transition ideas from concept to tangible form, I executed sketches for two distinct user flows. This approach allowed us to explore and test both options in usability testing, ensuring that our designs closely align with user preferences and needs.
A.
B.
Key differences
Aside from the variations in user flow mentioned earlier, the primary distinction between the two options lies in
-
How users select their dates and specify requirements for the walker.
-
Option B features an incorporated progress indicator.
-
The confirmation process differs significantly: Option A utilizes a modal for confirmation, while Option B directs users to a dedicated confirmation page.
-
The design of the dog profiles has been updated to facilitate easier clicking, enhancing overall user interaction.
User flow A
Landing Page
Sign up
Address
Pet details
Dashboard #1
Date selection
Confirmation
User flow B
Landing Page
Pets details
Pet profile
Dashboard
Date selection
Address
Confirmation
Prototyping
User flow A
User flow B
Test
I conducted in-person usability tests with a high-fidelity prototype, engaging five participants to complete three tasks.
Following task completion, a preference test was conducted between two clickable prototypes.
The three tasks:
Create a dog profile
​
​
You're a passionate dog lover who wants to introduce your beloved furry friend to the world. Create a detailed profile for your canine companion, including their name, breed, age, personality traits, and favourite activities.
Complete your booking and make sure it is recurring.
​
​
As any standard booking online, select your dates and specifics that meet your requirements as a dog owner.
​
Delete your dog account and add another
​
Imagine you're created your dog an account but you have realised there is some important information that you forgot to add.
Iterations
Confidence in booking
To address three out of five concerns for accurately sharing information about their dogs, it was essential to revise the "Describe your dog" section to be more comprehensive and structured.
This was done by introducing a selection of key buttons that cover various aspects of a dog's behaviours to give user's confidence in sharing accurate information about their pets.
Date selections made easy
Users appreciated the straightforwardness of option A, finding its simplicity appealing. On the other hand, option B offered them the flexibility to be more selective in their date choices and preferences.
​
The solution offers a blend of options, enhancing user experience. By playing the video, users can easily add dates one at a time, enjoying the flexibility to select their preferences. Additionally, they can effortlessly delete booking dates, streamlining the entire process.
Making the steps clear
Upon reaching the pet dashboard, testers expressed uncertainty about the next steps in their booking journey.
The solution involved bringing two buttons closer together, focusing on designing for action. This approach clearly presents users with two options, aiding their understanding of the selection process.
Progress indicator bar
In the preference test comparing Option A to Option B, a split emerged among testers. Two out of five favoured Option B for its progress indicator bar, which instilled confidence by displaying the number of steps required to complete their tasks.
​
Following this feedback, an iteration was made to the final design to enhance clarity during the booking.
Flow A vs Flow B
Preference Test
Following the testing, users were asked to choose their preferred flow. Four out of five testers favoured Flow A, citing comfort and confidence in their preferences and profiles being securely stored from the outset. The inclusion of account creation at the beginning, followed by pick-up information, reassured them of the business's capability to meet their needs.
What I have learnt
Whitespace is valuable
Initially, I was skeptical about the value of whitespace in design. However, my perspective shifted dramatically during this project, especially after conducting user testing. I've come to understand that whitespace is not just empty space; it's a powerful design tool that guides users towards making decisions more effortlessly. By limiting the amount of content on a page, we can significantly simplify the user's experience. This strategic use of whitespace not only facilitates a smoother journey through the app or website but also sharpens their focus on what truly matters. It's a lesson in the art of guiding users without overwhelming them, ensuring that their interaction with our product is as intuitive and satisfying as possible.
​
Prioritize user research
Investing additional time in user research is paramount. Delving into how leading brands solve user problems offers not only a glimpse into their strategies but also an understanding of the emotional impact on their users. During this project, it became evident at the analysis stage that our initial research was insufficient. This realization prompted a return to the exploratory phase, reinforcing the importance of thorough user research. By revisiting our approach, we gained deeper insights and a more nuanced understanding of user needs, underscoring the critical role of comprehensive research in developing effective and empathetic solutions.
What would I do differently next time?
Lean UX Design
​
For future projects, I'll aim to adopt an even leaner user design process. This means prioritizing rapid iteration and conducting usability testing as soon as possible. Even low or mid-fidelity prototypes can be valuable for gathering user feedback and informing design decisions. This iterative approach allows for faster course correction and ultimately, a more user-centric product.