Pup-Up: Seamless Dog Adoption Service for ASPCA.
Project Overview
2weeks, User research, Usability Test, card sorting, competitive/comparative research, heuristic analysis, site map, task flow, user flow, personas, Wireframes, Interactive Prototype.
Introduction
The ASPCA as an organization is dedicated to finding homes and protecting animals in need. There are 1.6 million dogs being abandoned each year, and with only 4% of them ever getting adopted, ASPCA wants to extend their services in hopes of increasing dog adoption rates.
Initial Assumption
How might we help the ASPCA increase community outreach to raise awareness on abandoned dogs and fundings to support the cause and make adoption process for natural for people?
Opportunities
There is one ASPCA New York location, but several adoption trucks, bringing adoptable animals out to the community at large. By connecting the ASPCA with small businesses who wish to enhance their public image, we can facilitate an environment where people can get to know animals in a private setting before they choose to adopt.
Platform
Responsive website (Microsite)
Responsive web allows us to provide detailed and diverse information about Pup-Ups, while also including features useful to users currently at an adoption event.
KPI
- Increase abandoned dog awareness
- Increase traffic on ASPCA website
- Increase adoption rate through ASPCA
- Increase social media visibility
- Increase dog adoption event frequency
API
- Facebook and Instagram for full social media integration.
- Google Maps for finding Pup-up events nearby.
- Apple and Google Calendar to set reminders for Pup-up events.
- Amazon Rekognition
Research Methodology
- Competitive and Comparative Feature Analysis
- Screener Survey
- Generative User Interviews
- Feature Prioritization
Competitor Feature Analysis
Goals
The goal was to analyze features that event organizers and pet adoption services provide, to learn the important features to be included and what they are lacking.
Insights
It was crucial for users to know the specific detail of the event and not only the description of the event, others who will be coming to the event brings significance to users’ decision to go to the event.
Also, including both the information about the dogs and adoption stories that users can relate to, and guide to adoption is both very important.
User Research (Survey Screener and Generative Interviews)
Goals:
- Determine people’s perceptions about pet adoption, and animal abandonment causes.
- Learn people’s perceptions about animals in public spaces.
- Learn how people think about animals in communities.
- Motivational factors for people to go to public events.
findings:
Most people enjoy going to dog friendly businesses.
Many people have had trouble with the adoption process in the past due to complicated adoption procedures and negative experience with the previously adopted dogs due to incompatibility.
While most people are familiar with the ASPCA, most only know them by name.
Refined Problem Statement
How might we help local communities make a positive impact by providing a service to make dog adoption more accessible and engaging?
Personas
Usability Testing
Goal: Determining the desirability and the functionality of the website
Results:
6/7 Users Successfully adopted a dog.
6/7 Users Successfully got the detailed information about the dogs.
6/7 Users Successfully organized an pup-up event.
3/7 Users found dog matching feature.
Next Steps
Fine Tuning Changes
- Reorganize the structure of information for usability
- Increase clarity in the services provided by Pup-Up.
- How to highlight our unique features like dog matching
Next Steps
- Adoption service for other types of animals
- Native tablet App for in-event operations
Conclusion
I believe that Pup-Up will change the way the ASPCA connects with communities at large. By creating unique social spaces it can not only increase adoption rates, but also build a culture around saving and protecting animals.
