Purrfect Parents
Getting first time cat adopters adoption ready!
OVERVIEW
Purrfect Parents helps first-time cat owners become responsible caretakers by simulating cat ownership and daily tasks before they adopt a cat.
ROLE
Research
Ideation
Conceptualization
UX Design
UI Elements
User Testing
TEAM
Individual Capstone
TIMELINE
Aug '23 - March '24
TOOLS
Miro
Figma
Adobe Suite
Dovetail
Otter.ai
WHAT IS THE PROBLEM?
Many first-time cat owners adopt without fully understanding the daily care needs their feline companions require. This lack of preparation makes them struggle with daily tasks, and in some cases, cats are returned back to the shelter.
HOW AM I SOLVING IT?
A mobile app that simulates daily cat care tasks with a virtual cat. It includes personalized to-do lists, learning cards, and interactive tasks for grooming, feeding, litter box maintenance, and playtime. This simulation mimics the everyday routine of a cat parent.
WHAT IS THE IMPACT?
Through this design, users understand the anticipated routine change once they adopt a cat. Once the first-time cat owners are aware of the daily care, it would lead to more successful adoptions and fosters long-term, positive relationships between cats and their owners.
Project in a nutshell - TL; DR
Imagine seeing this adorable reel every day on social media. It would definitely make you want to have a cat, right?
……and similar is the case with Jerry!
He is a college student and wants to adopt his first cat. However, he is unsure if he would be able to take care.
Designing for users like Jerry!
PURRFECT PARENTS
Sync your calendar to get personalized daily to-do list
After users sync their calendar during onboarding, they will receive personalized daily to-do lists, guiding them through cat-care tasks from morning to evening.
Perform the virtual activities to experience the routine
Users engage in daily cat-care activities such as feeding, grooming, and maintaining cat hygiene, gaining valuable insights into the essential care needs of felines.
Get accustomed to pet shops to know the products
Users perform tasks within a pet store to familiarize themselves with a variety of available pet products.
Build streaks to collect discounts from brands!
Users can utilize earned points and streaks to redeem goodies and unlock discount coupons.
But how did I get there? - THE PROCESS
My research highlighted insightful key points;
66% first-time cat parents experienced overwhelming changes in their daily routine within the initial weeks of adoption. This is majorly due to the myths associated with felines.
Out of all the reasons for the cats returned within 48 hours, 50.6% of the cases are due to owners being unprepared for the care and needs of the cats.
I analyzed some important information that Dr. Catlyn highlighted about appropriate cat needs;
Food Portion
Knowing the correct food portions for their cat is essential for proper nutrition.
Trusting Information
It's important to consult a vet before relying on online forums and platforms for cat care advice.
Relieving Stress
Understanding grooming needs and providing external stimuli to prevent stress is crucial.
I visited Bloomington Animal Shelter to get more insights on adoption and surrendered cats, where I met Nancy and Rochel, adoption managers.
To understand more about what care first time adopters need to take, I spoke to Dr. Catlyn, veterinary doctor from the town!
There are three common myths that we come across first-time cat parents, especially college -students!
First time cat parents need to understand the importance of feeding portions, required grooming and external stimulus. Cats do need external stimulus; else they may experience stress!
And yes, my topmost concern is, online info. Many first-time cat owners rely on online forums instead of visiting the vet. I always advise talking to their regular vet before trusting online info.
Low Maintenance
Users think that cats are easy to care for and don't require much attention or effort.
It's a common belief that cats are completely independent and don't need exercise or interactive play.
Self-Grooming
Many assume cats handle all their grooming needs and stay clean without any help.
Routine
Helping the cat adjust to new people and environments as well as cats are hyperactive at night.
Diet and feeding
Understanding the cat's nutritional needs and feeding schedule.
Grooming needs
Keeping up with grooming tasks, especially for long-haired breeds.
Litter Hygiene
New owners need to establish a regular cleaning routine as it is essential for a cat's health and comfort.
4 common challenges that new cat owners may encounter in the initial days of having a cat.
He spoke about his early days of having a cat and the challenges he faced, and I was able to form a few predispositions!
Shaping The Experience - BREAKTHROUGH MOMENT
I was really interested now to understand what a successful cat ownership looks like.
This is when Catlyn connected me with Royal, who has owned a cat for over 23 years now!
But wait! Where's the BREAKTHROUGH??
What do first time cat owners need to be aware of before adopting a cat?
Me
They need to understand what it's really like to have a cat. My friends often want to get a cat just because they see mine and think she's cute.
Royal
Exactly. A mere interaction cannot give you the lifelong experience and commitment that comes with owning a cat.
Royal
So, a brief interaction with a cat isn't enough to prepare them?
Me
While my research was still going on, one thing kept buzzing in my mind;
Experiencing Lifelong Commitment
Why do users like Jerry often feel not confident or unprepared to fully commit to cat ownership?
After discussing with them, I gained insights into the reasons behind their hesitations.
Learning Guidance
First-time cat parents lack guidance on caring for their pets, leading to uncertainty and doubt.
To bridge the gap between their understanding and real-world pet care scenarios, boosting their confidence.
Practical Experience
Time Management
Balancing pet care responsibilities with other commitments like classes and work is challenging.
Products Knowledge
Users feel unprepared due to a lack of understanding about essential cat care products.
Users may lack confidence in providing proper nutrition for their pets.
Nutritional Understanding
Financial Planning
Users may hesitate due to concerns about the financial responsibilities of pet ownership.
These needs primarily were result of them being first-time cat parents, struggling to understand the responsibilities of ownership, and doubting their own preparedness.
Mapping The Journey!
I synthesized insights from expert and user interviews to create a comprehensive journey map, representing the culmination of my research interviews.
Mapping an experience journey helped me understand the various touchpoints and the associated pain-points. This is when I thought……..
How might we mimic the daily routine of a cat owner to help first-time owners understand what they are committing to?
Sketching Low Fidelity and Validating Concepts
I sketched a few concepts before moving to mid-fidelity and user testing.
Chapters and Learning Decks
Users can practice learning decks and visually see if their chosen answer was correct or incorrect.
However, users suggested that rather than having day-to-day chapters, they would like to have tasks!
Text heavy user interface, there was a need for reducing the text and make in easy to scan!
Guess Me Game
Users visit the store to find the product from the riddle, so that they get accustomed to the pet shop!
However, users suggested that rather than having lives, they would like to have several such guess me products!
Also, they suggested they didn't read the instructions at the bottom. Thus, there was a need for appropriate placing.
Interactive Tasks
Users will interact with the virtual cat to perform tasks such as playing and grooming the cat.
However, users didn't learn from the grooming task, thus there was a need of a progress bar and do it yourself theme!
Also, they didn't understand the points calculation system which showed that there was a need for appropriate scoring system.
Concept Validation
I performed concept validation activity with users using post its and some sketches to help them understand the flow.
Users liked the flow and upcoming features, helping me understand if my design concepts meet user needs effectively.
Confusing Calendar View
Users were confused by the calendar dates. They expect a more detailed version on the to-do list page. If users can only see today's to-do list, there is no need for the calendar scroll to show all dates.
Confusing Labels
Users were confused by labels like "rewards." Additionally, "surprise your cat!" made it seem like the cat might react if users selected something from the goodies.
Misinterpreted Numbers
Users didn't understand the numbers next to each progress bar. It's unclear if 120 means the goal or the score. The number needs more clarity.
Sketching Mid Fidelity and User Testing
Using the feedback from low fidelity stage user testing, I designed the mid-fidelity version of my concepts.
I had three keywords in mind when I started designing the logo:
Warm, Cute, Inviting
The bits and pieces;
Font + Styles + Color Palette
"For iOS watch, I followed the original design system"
Visual Design + Branding
I wanted to create a clean and simple design, and this led me to develop a cohesive design system and a logo that perfectly align with the product's identity.
Icons and Interpretations
Ensured that the directions remain simple and easy to scan. Here the text changes to red color if the user does the task wrong.
Labels and Easy Read
I increased the visibility of hint and riddle icons instead of adding text blocks. I also simplified the "task title" for easier understanding. Additionally, users can now see the number of guesses they got right or wrong more clearly.
High Fidelity and User Testing
Using the feedback from mid fidelity stage user testing, I designed the high-fidelity version of my concepts. Here's a quick overview of the updates!
Updated Labels and Visibility
I changed "rewards" to "Purrsonalize" to better align with the product's language and theme.
Improved Clarity
Many users mentioned that the icons on the screen might not be easily understandable, especially for new users. To address this, I switched to following the iOS interface guidelines to ensure clarity and improve user experience.
FINAL SOLUTION
PURRFECT PARENTS
Pain Point:
Users felt uncertain about their ability to manage their other tasks while caring for the cat.
Jerry, could you finish the onboarding? It'll ensure your tasks don't overlap with your other commitments!
Me
Purrfect!!
Jerry
Pain Point:
Users were not prepared for the anticipated routine change and lacked practical experience in performing cat care tasks.
Here are your activities for the day; from morning to evening!
Me
Yes, you are absolutely purrightt!! This includes, grooming, play-time, feeding and many more!
Me
Will this help me understand all the tasks of a cat owner?
Jerry
Pain Point:
Veterinarians expressed concerns that users sometimes rely more on internet sources than consulting their vet first. Therefore, the app provides vet approved learning cards after users complete the task.
Well here's what the vet says;
Me
Yay! I finished the task, but why did I do this activity?
Jerry
Pain Point:
By providing coupons as rewards, I added a business value while keeping users engaged and motivated to experience their achievements. Helping them stay consistent in their journey towards caring for their cat.
It says some discount coupons and rewards. Can you explain me this, Kaustubh?
Jerry
And when and how will I use them?
Jerry
Sure, Jerry. Once you complete a 7-day, 30-day or any period, you will unlock coupons and rewards from top brands!
Me
When you adopt a cat, you can use these coupons to shop from these brands or get some discount on pet insurance!
Me
Pain Point:
Users often forget tasks and want to stay up to date with their upcoming activities. This will remind them of their daily routine, even if they miss an activity due to alerts.
But what if I miss a task or I am not available on the app?
Jerry
Worry not! You will get alerts on your phone and smartwatch!
Me
Pain Point:
There was a common eagerness shared among first-time cat owners: they all wanted to have a cat. This ensures that even if they're not ready now, they are still contributing to a cat's life.
This is so purrfectt!! But hey, what if I want to take a pause?
Jerry
And?
Jerry
That is great!
Jerry
Definitely, you can! The app will save your progress for 30 days. And….
Me
You can contribute or donate to a near shelter and help a furry life!
Me
Pain Point:
Users were unaware of the extent of personalization that many cat owners engage in with their pets, such as Halloween avatars, caps, and t-shirts. Now, users can experience this customization using the points they earn.
Whoa! I didn't know how important grooming is. This app is so coool!!
Jerry
Yay!! And I earned points too!! But where will I use them?
Jerry
Haha, yes. You can redeem these points to buy some virtual goodies for your cat, and purrsonalize it's look.
Me
Exactly what a cat owner does, right? hahah
Jerry
Social Media and SEO
If users continuously scroll through cat memes, reels, or other cat-related content on their social media accounts, they can receive ads that redirect them to the app.
Animal Shelter
When potential cat parents visit a shelter or show interest in adopting a cat, the shelter can invite them to join the app. Users can build streaks, learn, and later receive a report of their activities, potentially earning them priority adoption.
Cat-Personalized Practice
Adding options to choose the cat's age and receive tasks related to it, teaching users how to care for kittens, adult cats, or elderly cats they are interested in.
Cat-Specific Training
When users visit the shelter, and since each cat has a profile tag - with a QR code, so when scanned through Purrfect Parents, users can access a quick crash course tailored to that specific cat's behavior and needs.
Reflecting On The Journey!
If I had more time…..
This journey has been instrumental in my growth as a designer, teaching me the importance of flexibility. Initially, I was very worried about getting fixated on my ideas. This project is very close to me, and working on it daily sparked many random, wild ideas—from having a robotic cat to incorporating VR.
However, I soon realized that even though this project is my brainchild, I need to be a strict parent—a Purrfect Parent. I had to let some ideas go, set others aside for future consideration, and focus on creating something practical and feasible.
As I enter the corporate world as a designer, this project has taught me to critically examine my own designs, openly identify mistakes, and thoroughly analyze them through critique. In the end, what remains is the refined, good part. This has truly been a transformative journey.
Growth as a designer….
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