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Impulsive pet purchasing
Overview
This capstone thesis project initially aimed to help busy pet owners who can't afford pet care when their pets get sick. However, the study revealed existing solutions, including pet insurance, urgent care, emergency boarding, and affordable vet services. The research uncovered a more fundamental problem – a widespread lack of awareness about these services, indicative of a broader gap in pet ownership education and preparation.
This study investigates the decision-making of pet owners during crises. Interviews and surveys with pet owners and experts demonstrated that many made impulsive decisions, such as pet abandonment, stemming from inadequate knowledge and resources.
Project Stages
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Secondary research
Interviews with Stakeholders and Problem Space Experts
Personas & Stakeholder Mapping
Journey Mapping
Problem refining
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Co-creation workshop
Concept redirection (This was unexpected)
Sketching and wireframing
Creative strategy
Low and high fidelity prototypes
Usability testing
Designer critiques and iterations
Canadians love their pets!
Pets are considered a part of the family! The relationships formed are similar to raising a child.
Many people got pets during COVID-19 because they had more time and knew pets could help with loneliness and mental health. But some bought pets without thinking and didn't realize it would be a big responsibility. As the pandemic went on, some pet owners had trouble maintaining the same level of care for their pets due to financial constraints, job loss, lack of time or changes in their living situations.
Pets are treated like people, but if their owner experiences a major event like losing a job, money troubles, or a crisis, they can lose this special treatment. When people face a lot of problems, they often abandon their pets because they view them as burdens.
From January to June of 2023, 709 pets (cats and dogs) were surrendered to city shelters, whereas only 404 were surrendered during the same period in 2022. Shelters have waitlists due to the large number of surrendered dogs or strays, leading owners to abandon pets in parks instead (2023, WIlson).
Watch this news report to further understand this issue.
How the system of pet care connects
Stakeholder Map
This map shows the parties involved in the process of pet purchasing. I would also add in breeders and puppy mills to show the other channels they often start from.
Click image to enlarge
Problem statement
How might we assist busy pet owners in discovering the resources they need to meet their pets' physical and financial needs?
Key Findings
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Pet parents are left to make tough decisions when unexpected circumstances arise. Many pet owners get their pets with no medical issues, however, without any warning, medical conditions can take place unexpectedly. Owners can end up having to make the tough decision of possibly surrendering their pet because they cannot afford the medical bill.
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8 out of 10 did not know what that mean’t or thought it was the same as microchipping. This shows the need for more awareness about pet licensing especially because it helps to fund other struggling systems such as emergency animal rescue services, spay/neuter programs, investigating animal care issues and more.
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6 out of 6 interviewees do not have pet insurance because…
They did not know it existed (their pet has a chronic condition)
Saw no need for it (their pets are older and have chronic conditions)
Think it is a scam
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5 out of 6 participants said that they did not receive any information or onboarding about pet ownership. They went based on the research they had done if any at all.
Let's meet Tanya
—a persona that represents an impulsive pet purchaser. This persona highlights the lack of knowledge and resources that can lead to frustration and difficulty in decision-making for impulsive pet purchasers.
Journey map
The journey of impulsive pet purchasers
After conducting research, I developed a detailed journey map that depicts the experience of impulsive pet purchasers. By examining the map closely, I identified areas that require improvement and discovered opportunities to implement solutions that can assist impulsive buyers in their decision-making process and subsequent actions.
Click image to enlarge
From the journey map, these are the two main stages many impulsive pet purchasers go through.
STAGE 1
STAGE 2
Real life scenario
Helping pets like Max
I was deeply moved by stories like Max's. Max, a dog found abandoned in a Toronto dog park in Spring 2023, had a handwritten note from his previous owners explaining their situation. They had lost their job and apartment, and leaving Max in the park seemed like their only option.
While searching for Max's owner, the Toronto Humane Society highlighted programs like the "urgent care program," providing temporary care for animals during challenging times. However, they believe this initiative is not well-known among the public.
Solution development
(The solutions stemmed from co-creation, usability testing, talking to stakeholders, and iterating wireframes and sketches.)
How things could be different for Max if the appropriate solutions existed?
The solution involves three concepts; a pet pamphlet, a pet owner landing page and the BluePaw webapp. I will be taking you through the solutions by reimagining how Max's owner could have prevented his abandonment.
My goal is to ensure new pet owners feel confident and prepared for their journey with their pets. By offering resources and support at the right time in their journey, we can reduce the chances of pets being abandoned or mistreated because owners are not ready or feel overwhelmed.
Task flow and user flows that helped to define the solution
Pamphlet
When Max gets adopted, a pamphlet will be handed to his owner.
5 out of 6 user test participants said they did not receive any pet onboarding information when getting their pet and saw this as a helpful resource.
This pamphlet goes beyond paper, serving as a heartfelt support system for new pet parents. It guides them through the exciting journey ahead, emphasizing the responsibility they hold and empowering them for the bond and commitment they are about to embark upon.
As the new pet owner travels home with Max, they open the pamphlet and are delighted by its easy-to-read format, offering a clear understanding of pet ownership. As they flip through, they come across a handy checklist which then turns this simple pamphlet into a valuable resource, gently nudging the owner to keep it as a practical guide for their transition into pet parenthood.
'Rehoming' was removed from this section of this pamphlet. Feedback from 4 out of 6 participants suggested that it might overwhelm new pet parents and prematurely introduce the idea of rehoming their pets, which we wanted to avoid in the early stages of their relationship with their pets.
New pet owner landing page
The pet owner finds a QR code and eagerly scans it because, let's be honest, QR codes are irresistible. The scan leads them to a webpage with useful information about owning a pet. They also discover handy resources like nearby vets and pet groomers based on their location. It's like having a personalized pet care guide right at their fingertips.
Clicking the hamburger menu smoothly transitions them to an extensive pet parenting guide—an expanded version of the pamphlet with valuable information. Users discover details about often-overlooked aspects like pet licensing and pet advice.
The “Pet Partent Guide” was added. based on feedback from 3 out of 6 participants who expressed tthe need to tackle behavioural issues early beyond the initial excitement of acquiring pet supplies.
Pet licensing is emphasized on the landing page to promote responsible ownership and ensure pet accountability. It enables tracking and identification, reunites lost pets, and helps control disease spread. Licensing fees support essential services like shelters. Through BluePaw, residents of Toronto and Brampton receive discounts for licensing as a reward for responsible ownership. The BluePaw webapp debunks pet licensing misconceptions and shows the city's genuine support for pet owners.
BluePaw webapp
Out of 12 survey participants, 90% of them said they did not have a pet license and expressed their lack of awareness about it. This motivated me to explore ways to promote pet licensing through the Bluepaw program (a pet discount program the city of Toronto started).
By incorporating exciting incentives, such as discounts, and showcasing the true essence of pet licensing through Bluepaw, we can change the perception that pet licensing is not a money grab and show pet owners the support they have from their cities. This program has the potential to transform the mindset of pet owners, making them more accountable for their pets and fostering responsible pet ownership in the long run.
Licensing Max through the BluePaw program unveils exclusive benefits—discounts on supplies, vet services, and training classes. BluePaw prioritizes affordable pet care, promoting responsible ownership. It's more than cost savings; it's a movement advocating accountability and active pet caretaking. Encouraging pet licensing underscores owners' commitment to responsibility and their pets' well-being.
Why would these solutions prevent Max from being abandoned?
Now, his owner would know where to find resources for rehoming or financial help and Max would not end up left alone in a park to fend for himself.
Pet licensing leaves them accountable by law
BluePaw discounts expose them to other resources and save some money
Pamphlet educates them upon receiving the pet
Landing page provides easy access to education, information, and resource
Let’s not skip the intentional creative strategy behind all of this!
Biggest factors
The colour blue to evoke trust and responsibility
Bright accents colours to create excitement
The pamphlet had to portrait comfort throughout the landing page
The BluePaw program had to show benefits
Testing Success
When implemented the following can measure the success of the solution to determine if the solution is viable and if it solving the problem at hand.
Volume of abandoned pets
Count of licensed pets
Pamphlet
Distribution frequency of the pamphlet
Scan frequency of the QR code on the pamphlet
Landing page
Visitor count to the landing page
BluePaw
Percentage growth in traffic on the BluePaw website
Redemption count of discounts at local pet stores
Moving forward
The pet pamphlet, the landing page, and BluePaw are just the start of improving the journey of impulsive pet purchasers. In the future, I aim to improve the journey of impulsive pet purchasers by helping people understand what being a pet parent is like before purchasing a pet, and by allowing them to play a pet simulation game so that they can experience owning a pet and the realities that come with it. Additionally, I plan to provide pet boxes with supplies to onboard new pet parents and people who may not be able to afford the supplies. These boxes will also include the pet pamphlet. Additionally, encouraging a pet sick day at workplaces will allow people who work to have time off for their pets in case of an emergency.
There is more!
For further discussion or to request a viewing of the complete prototype and/or thesis, please feel free to contact me. I would be delighted to provide more reasoning behind my decisions for this project.