Pawsome: Pet food delivery service

UX case study for pet food delivery service website

Project overview

The product:

The Pawsome pet food delivery service website aims to simplify the lives of busy pet owners by providing a convenient platform for ordering and managing pet food subscriptions. The platform offers a user-friendly interface, seamless payment options, and customizable subscription plans tailored to various pet dietary needs.

The problem:

Many pet owners with hectic schedules often struggle to maintain a consistent supply of food for their pets due to forgetfulness or lack of time. This leads to last-minute rush orders, missed meals for pets, and unnecessary stress for both the owners and their animals.

The goal:

Design a website to improve the convenience and well-being of pet owners by ensuring a steady supply of high-quality pet food through an efficient and user-friendly subscription-based delivery service.

My role:

Lead UX designer and Lead UX researcher

Responsibilities:

Conduct user research ● Create low and high-fidelity wireframes ● Develop low and high-fidelity prototypes ● Conduct usability studies ● Iterate on the design

Understanding the user

User research: summary

I conducted online interviews and created empathy maps to gain a deeper understanding of users’ feelings, needs, and behavioral patterns. This research bridges the gap between the design team and users. 

The research confirmed my primary assumptions of a multi language option and the addition of transcripts. Additionally, the research also revealed that the inclusion of transcripts is beneficial not only to non-English speakers, but also to a wide range of users.

Finding 1: User Needs and Preferences

What are the most critical factors that influence users when choosing a dog food delivery service?

70%
  • Convenience and flexibility in delivery scheduling … 70%
  • Wide range of dog food brands and dietary options … 22%
  • Cost-effectiveness … 8%

What delivery frequency do users prefer for dog food, and do they show a preference for one-time orders or subscription services?

Finding 2: Pain Points and Challenges

What challenges or frustrations have users encountered with existing dog food delivery services?

Finding 3: User Experience and Interaction Preferences

What platforms do users prefer for accessing and interacting with a dog food delivery service?

51%
  • Mobile devices … 51%
  • Website … 43%
  • Other … 6%

What features would enhance users' experience and engagement with a dog food delivery service?

User persona

I created a fictional character representing a target user to gain a deeper understanding and design for the needs, preferences, and behaviors of a specific user group.

Sophia Everhart

  • Education: College graduate
  • Hometown: Seattle
  • Marketing coordinator

“I have a busy schedule and sometimes forget to order pet food.”

Sophia is 28-year-old marketing enthusiast based in Seattle. She enjoys exploring local cafes, taking weekend hikes with her dog, Pogo, and attending art events to keep her creative juices flowing.

She is frustrated when she cannot find an easy way to change  the delivery schedule for pet food and has to spend time modifying it.

Problem statement:

Sophia is a busy young professional who needs a simple and efficient access to manage her pet food delivery schedule because she wants to keep consistent supply of pet food.

Frustration:

  • Forgetting to reorder pet food and facing delays.
  • Feeling frustrated when there’s a disruption in her pet’s feeding routine due to ordering issues.
  • Dealing with the hassle of last-minute arrangements when she realizes the food is running low.

Goals:

  • Ensure a consistent supply of pet food without running out.
  • Have control over the scheduling and timing of pet food deliveries.
  • Manage her pet’s food supply in a convenient and reliable way.

Starting the design

1. Paper wireframes

For these low-fidelity wireframes, I focused on the following

  1. Creating a home page that leads to the customer dashboard, displaying currently subscribed items and the next auto delivery date.
  2. The dashboard page offers options for editing the next delivery date, items, and address.

2. Digital wireframes

3. Low-fidelity prototype

Usability study: findings

The first usability study was conducted with the low-fidelity prototype. After collecting findings from user input and incorporating them into the high-fidelity prototype design, I conducted the second usability study.

Round 1 findings

  • Users want to see information about their currently subscribed auto delivery in one place.
  • Users want to modify the delivery date, skip an order, or cancel an order without having to navigate through multiple screens.

Round 2 findings

  • Users want to ensure that the changes they make are correctly applied and receive confirmation after modifying their orders.

Refining the design

Key mockups

The refined version of the high-fidelity prototype shows an improved task flow, clear, and comprehensive design, aimed at increasing user accessibility

Takeaways

Impact:

The website improves user trust and satisfaction as the convenience and reliability of the service lead to increased customer retention.

A quote from peer feedback:
“Thanks to this pet food delivery website, I no longer have to worry about running out of food for my furry friend. It's a real lifesaver!”

What I learned:

From this pet food delivery website case study, we have learned the importance of user-centered design, streamlined navigation, clear information presentation, and the potential to enhance user satisfaction and loyalty through convenient and reliable service.

Thank you!

Let's connect

Thank you for exploring my UX case study portfolio. If you have any questions or would like to discuss potential opportunities, please don’t hesitate to contact me. I look forward to connecting with you!

Pawsome | pet food delivery website by Izumi DaleEmail