Module 7: Research Insights

In this assignment, I will analyze the data collected from my focus group, define the final audience(s) and any stakeholders, and refine my persona cards. I will then create a presentation that includes all the insights you have gathered to date.

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Topic statement

I found that from the current data and information, people seldom evaluate their own conditions and abilities before raising pets, so as to choose pets that are suitable for them. In addition, current pet owners not only lack understanding of how to properly raise pets, but also have messy, single channels and inconvenient knowledge about pets. This makes it impossible for pet owners to quickly and accurately find relevant information according to their needs even if they want to know the knowledge of raising pets correctly.

So I think this topic can help change the pet homelessness problem in two ways. First, help potential pet owners understand what pets are right for them by assessing their needs and abilities. 2. Create a pet knowledge platform based on pet owner group classification, and provide targeted solutions according to the needs of pet owners.

Audience statement

Primary Audience

In this lab, I designed eight prototypes to create characters through the demographic, defining characteristics, and lifestyle stages. Based on the different positioning of these eight prototypes in the spectrum, I determined that my main audience is the people planning to own pets, and the age range is between 20-45 years old.

Stakeholders

This project is about helping pet owners live with their pets better, so any product, organization, business or individual that is related to pet life and pet-pet owner relationship may become a stakeholder. They may be pet hospitals/veterinarians, pet breeders, pet health products, pet medical insurance, pet food, pet training schools.

Personas

I used the form of a web page to design a card that represents a scenario where pet owners search the web for information about living with their pets.In addition, I also combined pictures of people and pets in the form of collage, symbolizing the connection between people and pets.

Module 2: Competitive Analysis

Pet Coach

Gap The website content is more suitable for owners who already have pets. The problems and needs faced by potential pet owners are different.

Opportunities Help potential pet owners solve problems by expanding access to pet information through graphic design.

Human Animal Bond Research Institute

Gap Visually, websites ignore the importance of design as a tool for communicating information and expressing ideas.

Opportunities Improve visuals with more appropriate design, improve the usability of web pages, and help pet owners use and enter more efficiently.

Pet Place

Gap They did not categorize the different situations of pet owners, such as pet breed, owner’s family environment, economic conditions.

Opportunities The opportunity lies in correctly distinguishing the needs of different groups to provide more professional and accurate information.

Yummypets

Gap The gap is that pet owners using this platform lack communication channels with professionals, making it difficult for them to get the right information.

Opportunities The opportunity lies in using graphic design to provide pet owners with a channel to communicate directly with professionals on their own terms.

Companion Animal Psychology

Gap Its gap lies in ignoring the importance of visuals and user experience, which are confusing and difficult to use.

Opportunities The opportunity is that creating more expressive visuals can help websites gain traction and help pet owners get information more efficiently.

Pet Keen

Gap The gap is that they don’t have a more convenient app, reducing access to information for pet owners.

Opportunities The opportunity is that I can use more deliverables to provide more and easier access to information.

WoofCare

Gap Current pet insurance coverage is not broad enough to help owners deal with pet health issues.

Opportunities Graphic design can create tools for understanding pet ailments based on the direct link between pet insurance and pet health.

PET HOOH

Gap It is ignored that only by enhancing pet owners’ awareness of scientifically feeding pets can the demand for pet nutrition products be further increased.

Opportunities Graphic design can help raise awareness about proper pet feeding.

Hugo

Gap The gap is that different pet breeds have different problems and different training methods.

Opportunities The opportunity lies in optimizing the project through functional design, so that novice owners can learn pet knowledge in a targeted manner according to their own conditions and pet breeds.

Buddy Box

Gap The gap in this project is that there are fewer types of deliverables and it cannot be achieved with one deliverable.

Opportunities The opportunity lies in expanding access to information through various deliverables such as apps, websites or brochures.

Module 2: Background data by reading

Insight

People are more likely to choose to keep pets because of emotional needs and extra time, but ignore whether economic factors and their own anti-risk factors can prepare for long-term pet keeping.

Insight

Before deciding to keep pets, help people who want to keep pets to study what pets are suitable for them according to personal family needs, objective conditions, economic conditions and other factors, so as to prevent them from giving up their pets.

Module 2: Background data by watching

Insight

Building relationships with pets that resemble human-like relationships helps pet owners be more tolerant of their pets.

Insight

By training dog owners in proper conduct and understanding the internal factors of animal behavior, owners can build better relationships with their pets.

Module 3: Connections

Insight

• Most of the information in the pet market is general, and pet owners cannot quickly get solutions according to their needs and situations.

• 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.

Module 3: Competitive analysis

Insight

The channels for acquiring pet knowledge are too narrow, mainly relying on websites and lacking more convenient tools such as APPs.

Insight

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.

Module 3: Thought Leader

Ian Dunbar

Veterinarian, animal behaviorist, expert dog trainer

“Without training, the life of a puppy is predictable: chewing, soiling the house, digging up the garden, followed by a trip to the shelter where, if it’s lucky, it gets another try. Without training, that dog will be dead in less than a year.”– Ian Dunbar

Insight

Many people don’t realize that pet behavior training can help owners develop better relationships with their pets.

Insight

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.

Module 3: Quantitative Data

• 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.

Insight

Many pet owners still want to learn about pet ownership after raising pets, but this professional information is not easily accessible.

Module 3: Wildcard

Stories from the first-time pet owners

Insight

Many pet owners don’t do the preparation and research about their pets before getting a pet.

Insight

Many pet owners still want to learn about pet ownership after raising pets, but this professional information is not easily accessible.

Module 4: Six insights from questions

Insight

Looking at the pet-owner relationship through the lens of the pet’s emotional needs can help pet owners better understand their pets.

Insight

Pet owners can choose the right pet by evaluating their conditions and needs, avoiding unknown difficulties.

Insight

Today’s pet owners have less access to authoritative pet knowledge and information, putting them at risk of not being able to accurately address potential pet issues.

Insight

With the expansion and youngness of the pet industrial user group, it is essential to improve the user experience through a graphic design.

Insight

Living better with pets, which can help pet owners reduce stress and even help them improve emotional and social skills.

Insight

The current pet market does not have a tool to help pet owners evaluate how they should choose and keep pets in terms of personal lifestyle, economic status, living space and personal characteristics.

Module 6: Insights from the focus group

“I have a lot of friends who have pets and I think their pets are cute, so this inspired me to have pets.” — Ming, potential pet owner

Insight

Because of the good side of pets shown by other pet owners, people will one-sidedly think that pets are cute and want to keep pets.

“ I mostly get information on YouTube.” — Ming, potential pet owner

“ I use pet forums and YouTube.” — Yao, First-time pet owner

Insight

New pet owners and potential pet owners rely on social media as a tool for obtaining pet-related information.

“ I think my routine is very difficult to change. As for my pet, it is still young and very active, so it cannot be changed for the time being. But I think a lot of automatic devices can help alleviate this, like automatic feeders so I don’t have to get up early to feed.” — Yao, First-time pet owner

Insight

Modern technology can help pet owners solve many problems.

“When we see other people’s pets being very sensible and obedient on the Internet, it does not mean that every pet is like this, and every pet has different personalities and characteristics. Pet owners should not have unrealistic fantasies about their pets. ” — Lexi, experienced pet owner.

Insight

The most important thing is not to have fantasies about pets, but to understand their pet’s personality and characteristics.

Module 6: Insights from the focus group

Insight

Social media provides potential pet owners with a wide variety of pet information, but ignores that different breeds have different personalities and lifestyle habits.

Insight

Pet owners have little or no understanding of their pet’s negative emotions and what causes them.