Earl’s
Roles:
UX Research // UX Design // Visual Design
Tool:
Adobe XD
Problem Statement:
Local pet food store owner needs a more convenient pet food subscription system that is easily accessible through digital platforms to compete with the growing number of large e-commerce companies dedicated to pet supplies that provide convenience and access.
Solution:
I designed a website that is easily approachable with a straightforward user flow that minimizes second-guessing the pet food subscription.
Market Research
The competitive feature analysis involves market research in order to understand the pros and cons of other pet food websites that are already in the market.
What competitors are lacking:
market for the local community
easy navigation to search/ browse
What competitors are doing well:
brand identity
diverse available types of pet food
ability to easily track, cancel, or pause orders
Visual Analysis
On top of the feature analysis of the competitors, I also did some visual benchmarking of the competitors in the market since brand identity was strong across the board. This analysis would later help with the branding of Earl’s.
User Survey
I conducted a survey that had users answer questions about their experience with websites offering pet food subscription and their needs.
40% of users who enrolled in pet food subscription services said they have canceled it
80% of users said that they would like to receive a notification before the order is shipped
60% of users said that they see the benefit of pet food subscription services
User Persona
I created George as my primary user. He is a busy working dad who wants the ease of scheduling delivery for his dog from the local store, Earl’s, because he doesn’t want to have to worry about making sure he ordered in time to get his supply.
Problem #1: The user is nervous because of the uncertainty of the product and he would like the ability to choose when the food gets delivered.
To solve the problem identified, I asked myself the how-might-we questions to develop the idea.
1. How might we create a more approachable way for users to use the subscription service?
2. How might we help the users easily schedule and keep track of the pet food orders?
Wireframe
Feedback from users via usability study
unable to go back to the home page from the order page
unclear how to save tracking info; no link to email or notification options
confusion on the proportions of the pet food
Revised Wireframes (Before and After)
Branding and Moodboard
After visual benchmarking and initial wireframing, I created the brand attribute for Earl's. These characteristics were what I wanted users to observe from the brand. These attributes would drive the design decisions reflected in my hi-fi prototype.
These attributes were joyful, approachable, energetic, inviting, and fresh.
Hi-fi Prototype
Takeaways
While designing the pet food website, I learned that the first ideas are only the beginning of the process. Usability studies and feedback influenced each iteration of the app’s designs and I also learned the importance of understanding the user’s needs.