Happy Pup Provisions

UX Design
Dates
8/2021 - 9/2021
My Role
UX Designer for Happy Pup Provisions responsive website from conception to delivery.
My Responsibilities
Conducting interviews, paper and digital wireframing, how and high- fidelity prototyping, conducting usability studies, accounting for accessibility, iterating on design and responsive design.
The Product
Happy Pup Provisions is a website designed to assist users in designing a custom diet for their dogs from a wide selection of brands. HPP uses a detailed survey to suggest customized choices tailored to a dog’s lifestyle.
The Challenge
Current popular dog food websites don't allow product filtering for diet options down to a granular level, and dog owners are left confused at the dietary needs of their dogs based on specific lifestyle factors.
The Solution
Design a dog food subscription website that takes the guesswork out of developing a complete diet for a dog based on lifestyle factors, goals, and health needs while offering a variety of familiar and high-end brands.

Understanding the User

User Research: Pain Points

I conducted user interviews, which I then turned into empathy maps to better understand the target user and their needs. I discovered that many target users had struggled in the past to find a diet that worked for their dogs, were confused about their dogs’ nutritional needs, and hadn’t found a website that balanced nutrition information with an enjoyable shopping experience. Users were also not always satisfied with vet recommendations, or wanted more options than what their vet had recommended. Many users did not feel great about their dog’s diets despite having worked with veterinarians.
1. Lifespan Changes
Users believed that dog’s nutritional needs change over their lifespan, but users aren’t sure how or where to make adjustments in their dog’s diets.
2. Allergies
While quite common in dogs, websites that sell dog food don’t make it easy for users to select foods that avoid certain ingredients.

3. Total Calories
Users are often confused how many calories to feed their dogs based on weight goals, and how to include treats in their diet plans. Some feel guidance on packaging is unhelpful and too general.

4. Cost
Working with a veterinary nutrition specialist or doing allergy tests to get custom dog food recommendations is costly. 

Personas

Problem Statement:
Lois is an active medical professional who needs to know more about dog nutrition because her dog is aging and her health needs are changing.
Problem Statement:
Beni is a young professional who needs to learn more about portion size and how allergies are connected to diet because his dog is overweight and has allergies.

User Journey Map

Starting the Design

Paper Wireframes: With Screen Size Variations for Final Design

Digital Wireframes

During foundational research, users indicated divided preferences for accessing a service like Happy Pup Provisions on web and mobile, so I designed for both.

Users mentioned being interested in reading research and speaking to a vet, but upon testing, users did not feel these features were well integrated into the main user flow, and found they felt superfluous in practice.  

Low-fidelity Prototype

Usability Studies & Findings

I conducted a moderated usability study with 5 participants on the low-fidelity prototype
1. Navigation
Users did not have a way to skip steps when selecting their dog’s diet

2. Survey Questions
Users needed clarification on some survey questions and more granular options for survey responses

3. Step Menu
Users were unclear which step they were on as the step menu didn’t prominently show this enough

4. Integration
In foundational research, users mentioned being interested in reading research and speaking to a vet, but upon testing, users did not feel these features were well integrated into the main user flow, and found they felt superfluous in practice.

Refining the Design

Selected Refined Mockups

Before Usability Study
After Usability Study
Based on insights from the usability study, updates were made to make the step menu more clear

The number of options were increased in some survey questions based on user feedback.

High-fidelity Prototype

Mockups

Screen Size Variations

Going Forward

Takeaways

Impact
Users felt that the survey and results were intuitive to navigate through and felt as though they were able to assemble a diet that met their dogs needs with high quality products.
Learnings:
The user’s experience is in the details, from clear and unambiguous wording to flexible options that allow moving forward and backwards in any process without loss of input data. My foundational research was critical in guiding my design to meet the true needs and desires of users.
Quote from user testing: “I wish I had this app to use with my dog...she has allergies AND she's a picky eater, so it's been really hard to find food that works for her and I worry she's not getting enough nutrients. I would feel so good if I could build a diet for her using Happy Pup Provisions!"

Link to Prototype

View Another Project

Iron Bank Hardened Image Repository
UX Design, UX Research, UI Design
AAC Internal Staff Site
UX Design, UX Research, UI Design
TheraConnect
UX Design, UX Research, UI Design
Happy Pup Provisions
UX Design, UX Research, UI Design