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In this assignment, you will finish conducting preliminary background research and continue to analyze the data collected to generate insights about the potential audience and possible deliverables for your thesis project.
Refined TFI: Living with Pets
Step 1: Fact
According to the Abandoned animal stats report, the number of US stray animals has reached 70 million.
Step 2: Problem statement
Many pet owners do not understand the responsibility and do not know how to care for pets, making them more likely to give up their pets.
Step 3: Goal
I will use graphic design to educate potential pet owners on the right mindset and approach to choosing, caring for and living with a pet.
Connections
Insight
Young people have more access to social media and new things, so they are potential customers of various pet products, but they are also more likely to abandon their pets due to unstable conditions.
Compared with cities, rural areas have fewer social resources and pets are more exposed to unsafe environments, so they are less aware of the correct way to raise pets.
Competitive Analysis
The mission of Pet Coach is to help owners provide their pets with the best possible care and attention by eliminating noise and providing pet owners with direct advice from verified veterinarians, trainers and other pet experts.
Gap This website covers a wide range of pet knowledge, including pet health, care, nutrition, behavior, and more. But the content of the website is more suitable for owners who already have pets. And the problems and needs faced by people who want to keep pets are obviously different from those of pet owners. From the visual aspect of the website, pet owners can’t get the information they need quickly.
Opportunities The visual improvement of the website through graphic design helps people who are about to adopt pets and pet owners to find their needs more quickly and accurately. Add more platforms and media, and increase the channels for pet owners to access to help them obtain information more conveniently.
Audience People who are about to keep pets, pet owners.
Since its formation in 2010, HABRI has created the world’s largest online library of human-animal interaction science, HABRI Central, and has funded more than $3 million in innovative research projects. HABRI Central has become a powerful tool utilized by academics and research scientists to scientifically document the health benefits of companion animals.
Gap As an advocacy for creating a bond of harmonious coexistence between humans and animals through academic research and science, the organization lacks communication with real pet owners, and cannot improve human-animal emotions from the perspective of helping pet owners solve practical difficulties encountered relation. From a visual point of view, the hierarchy and structure of the website are not clear, and the colors do not match the pet theme.
Opportunities From the perspective of more effectively improving pet well-being and establishing a more harmonious pet-owner relationship, on the one hand, we should pay attention to the needs and behavior of pets, and on the other hand, we should formulate specific plans according to the pet owner’s situation and needs. At the same time, the use of safe design to improve visual effects improves the usability of web pages and helps pet owners use and enter more effectively.
Audience People who are about to keep pets, pet owners.
The PetPlace team has covered thousands and thousands of topics since its beginnings. Pet owners could spend days browsing and still find new areas to explore.
Gap Similar to Pet Coach organizations, they cover most of the relevant knowledge about pets, but too much information can confuse users. In particular, they did not classify the different situations of pet owners, because pet owners have different personal situations and pet situations, such as pet breeds, owner family environment, economic conditions, and the problems they face are also different.
Opportunities From the perspective of establishing pet owners and pet owners who want to keep pets correctly, the opportunity lies in correctly distinguishing the needs of different groups to provide more professional and accurate information.
Audience People who are about to keep pets, pet owners.
Yummypets is a social petwork platform that provides an online community for pets and their owners. Their services include: finding the nearest veterinarian, learning about and discussing topics in forums, commenting and participating in surveys, and meeting other awesome pet parents through community-organized walks and events.
Gap Different from pet-related knowledge websites, they pay more attention to the communication between pet owners. The gap is that pet owners lack communication channels with professionals, making it difficult for them to get the right information. Even though the Internet is flooded with all kinds of pet-related information, they cannot choose the information that is useful to them according to their own situation and pet situation.
Opportunities The opportunity lies in using graphic design to provide pet owners with a channel to communicate directly with professionals on their own terms.
Audience People who are about to keep pets, pet owners.
It is run by Dr. Zazie Todd, an animal behavior expert with books and years of experience. On her simple blog, she talks exclusively about cats and dogs, providing a solid guide to the different questions pet owners may ask about their pets, finding plenty of help for both novice and experienced owners.
Gap It is a very good way to help pet owners better understand pets and build good relationships from the perspective of pet behavior and psychology, and is committed to helping pet owners solve problems in different situations. But its gap is that the visuals are confusing and difficult to use.
Opportunities The opportunity is that creating more expressive visuals can go a long way to helping projects get noticed and help pet owners get information more efficiently.
Audience People who are about to keep pets, pet owners.
Pet Keen is an international team of pet and animal lovers and enthusiasts whose writing team includes practicing veterinarians and veterinary technicians, animal trainers specializing in animal psychology, and a passion for the well-being of animals large and small of people. By providing practical and useful advice - backed by research and science - source the research data they find to ensure you always have the best and most accurate information and knowledge.
Gap Even Pet Keen’s team of professionals provides practical advice backed by research and science on how pets of all types should be raised scientifically. But the gap is that they did not consider another group of pet owners, namely first-time owners and general owners and multi-pet owners. And their product is only a website, and there is no more convenient application, which reduces and complicates the channels for pet owners to obtain information.
Opportunities The mission and concept of Pet Keen is very close to the theme of my project which is to raise the awareness of pet owners about proper pet care. From a graphic design perspective, the opportunity is that I can use more deliverables to provide more and easier access to information, and provide another category of information besides pet classification, which is based on pet owners Classification.
Audience People who are about to keep pets, pet owners.
WoofCare is a fictional mutual health insurance reinvented for our pets. Propose tools to simplify exchanges: A health book and a membership card that accompanies our favorite companion throughout his care; a care sheet to mediate between treatments from the veterinarian and WoofCare; a mobile application, the essential daily tool to record appointments, vaccine reminders, etc.
Gap Pet insurance is the most promising direction in the current pet industry, because more and more pet owners are beginning to realize the importance of pet health. However, the current pet insurance coverage is not extensive, and cannot help owners deal with pet health problems.
Opportunities Pet insurance can provide financial support for the owner, and more importantly, it can help the owner improve the awareness of regular physical examination through the physical examination items in the insurance. More opportunity is that pet insurance’s direct link to pet health can be a tool to understand pet ailments. Graphic design can create a more convenient user experience based on this connection, thereby helping pet owners get help according to their needs.
Audience Pet insurance platforms can help those who are about to become pet owners, those who already have pets, and those whose pets are facing health problems.
Already a very interesting e-commerce industry pet nutrition is also one of the fastest growing. E-commerce Pet food Brand ‘HOOH’ has a truly unique visual because of the moving eyes. This friendly fun logo is flexible that adapt to different contexts such as a mobile Apps, SNS and also in many offline application.
Gap The pet nutrition market has gradually expanded as pet owners demand better pet care. The brand pays more attention to brand vision and emphasizes product features, but ignores that only by enhancing pet owners’ awareness of scientifically feeding pets can the demand for pet nutrition products be further increased.
Opportunities The opportunity lies in providing pet owners with basic knowledge of pets based on good and recognizable visual effects, so that pet owners can choose pet nutrition according to their needs.
Audience People who are about to keep pets, pet owners.
Hugo revolutionised dog education by bringing best available dog school training to your home. Hugo is the first all-in-one dog care app, behavior tracking collar and online university.
Gap This project is similar to an online pet school that helps pet owners learn pet care and pet behavior more easily. This project does have great advantages in operability and accessibility. But the gap is that different pet owner situations and different pet breeds have different problems.
Opportunities Visually the project does a great job. The opportunity lies in optimizing the project through functional design, so that novice owners can learn targeted pet knowledge according to their own conditions and pet breeds.
Audience People who are about to keep pets, pet owners.
It was a starter kit for new pet owners that could cater to any select 15 different types of pets, the idea was the pet owner could go to the nearest pet supply store or fill out a form at a shelter they got their pet and get to pick from select brands and even types of toys to help start their life with their new pets.
Gap Starter kits for new pet owners can provide pet owners with a great opportunity to learn some pet-related expertise. The gap in this project, however, is that there is less variety of deliverables, and it cannot be achieved through one deliverable.
Opportunities The opportunity is that more useful information for novice pet owners can be attached through a variety of deliverables such as tracking apps, websites or brochures.
Audience People who are about to keep pets, pet owners.
Insight
There are many platforms in the current pet industry that provide pet knowledge and help pet owners solve problems. However, most of the information on the market is general, and pet owners cannot quickly get solutions according to their own needs and situations.
At present, most of the products on how to properly raise pets are aimed at pet owners, and lack attention to people who want to raise pets but are confused about it. Helping this group assess their needs and conditions, helping them choose pets, and developing a specific pet-rearing plan is a missing piece of the market right now.
Thought Leader
Ian Dunbar
Veterinarian, animal behaviorist, expert dog trainer
Dunbar joined the Society for Veterinary Ethology (now the International Society for Applied Ethology) over 35 years ago, at which time he was the only member specializing in dog and cat behavior problems. He has also hosted 11 videotapes on puppy/dog behavior and training, including SIRIUS® Puppy Training, Dunbar Dog Training and Every Photo Tells a Story. All his videos have received various awards. The famous SIRIUS Puppy Training video (the first dog training video ever) is still the best-selling dog video of all time. Besides, he believes that by training dog owners to behave correctly (just as he does his own training), owners can be encouraged to develop better relationships with their dogs — not to mention their friends and children. （https://www.dogstardaily.com/blogger/4）
Insight
Many people don’t realize that pet behavior training can help owners develop better relationships with their pets.
Many people have the awareness of bringing pets to behavioral training and even complete the training, but they do not know that pet owners also need to receive certain training to understand the way of thinking and behavior of pets.
Quantitative Data
November 23, 2020 Merck Animal Health announced a new survey of first-time dog owners and whether they are ready to own a pet. This online survey of 1,381 dog owners in the U.S. was sponsored by Merck Animal Health and fielded by Toluna from September 25, 2020 to October 1, 2020.
- 25% claim they don’t have enough information to properly care for their dog.
- 33% were surprised to find out how much it costs to care for their pet.
- Only 57% of pandemic first-time dog owners consider themselves knowledgeable about their pet’s preventative healthcare.
- 70% of all dog owners said they would like to learn new ways to keep their dog healthy, whether a puppy or fully grown.
Insight
Many pet owners don’t do the preparation and research about their pets before getting a pet.
Many pet owners still want to learn about pet ownership after raising pets, but this professional information is not easily accessible.
Wildcard
Insight
Most first-time pet owners experience blockages and breakdowns in their first year of ownership because they don’t assess their pet’s condition and make a specific plan ahead of time.
Some first-time pet owners take actions to learn relevant information in advance, but they lack specificity, such as different pet breeds and pet ages. This has resulted in completely different situations than expected in the process of raising pets, and it is impossible to respond quickly.
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