/ Project Story

Pet Circle.
Creating a Proof of Concept (PoC) to explore a unique pet-led digital shopping experience that has "Right Product, Right Pet" as its core offering.

Design Manager • Pet Circle

/ An Overview

Our mission was clear: redefine the customer experience, evolving beyond being a place to shop, into a trusted companion and advisor in our customers' pet parenting journey.

As the Design Manager, I led a talented design team comprising a Product Designer (UX), a Product Designer (UI), and a Motion Designer. My responsibilities included:

  • Setting the strategic approach and coordinating all design activities to bring our vision to life

  • Building strong relationships with key stakeholders, including the Executive Leadership Team

  • Planning and facilitating all client touchpoints

  • Leading Discovery workshops

  • Overseeing:

    • Market research (UX)

    • Design thinking (UX)

    • Visual design direction (UI)

  • Ensuring the quality and timely delivery of the proof of concept (PoC)

  • Providing creative direction for an App Demo Video

This role required a blend of strategic vision, meticulous planning, and creative leadership to ensure that every aspect of our design process aligned with our mission to enhance the lives of pet parents in Australia.

/ The Approach

The project followed a structured three-week design sprint, marked by the following four key milestones:

/ The Process

01.

The Journey of Discovery Workshops

Our project began with meticulous planning and coordination, ensuring that every design activity aligned seamlessly with our overarching vision. Building strong relationships with key stakeholders was paramount, as we navigated the complexities of bringing our vision to life.

02.

Navigating Rapid Design Ideation

Through collaborative workshops and extensive market research, we unearthed insights into the business landscape and the needs of our customers. Armed with these, we crafted an experience that put pets and their owners at its core. Our design activities ranged from sketching and scenario creation to wireframing and prototyping.

03.

Defining a New Visual Design Direction

Every aspect of our design underwent meticulous fine-tuning. From colour palettes to typography, our aim was to create an experience that felt intuitive and engaging, filled with moments of delight that would excite users to return again and again.

04.

Refining Designs Through Feedback

As we progressed, our designs evolved, shaped by insights from two critical critique sessions. At the 30% milestone, we requested feedback to identify anything overlooked and at the 60% milestone, we focused on identifying further opportunities for creative infusion that would enhance the experience.

05.

Navigating Design Iteration

Throughout multiple rounds of iterations, we focused on key areas such as the Pet Profile and two distinct user journeys: those of known and unknown pet parents. Our aim was to tailor the experience to surpass the needs of each user, reshaping the landscape and establishing a new standard in the market.

06.

Securing Board Approval

As we neared completion, we presented our proof of concept to the board, showcasing its potential to drive positive user experiences and business growth. Our goal was simple: to secure investment and support for our replatforming project.

Explore the prototype that encapsulates oru vision and that was presented here.

07.

Crafting an App Demo Video

With the prototype shared, we turned our attention to crafting an engaging app demo video. Our aim was to capture the imagination of the business at the end of the monthly meeting and ignite excitement about the project.

/ The Outputs

  • A Proof of Concept (PoC) that ignited excitement throughout the business, instilling a renewed sense of purpose and direction.

  • A North Star Experience, guiding the business towards its strategic objectives with clarity and purpose.

  • Stakeholder alignment through transparent communication and inclusive decision-making processes, ensuring all perspectives were heard and considered.

  • Validated technical architecture, ensuring a solid foundation for future endeavours.

  • Board endorsement to progress with the replatforming initiative, underscoring the solution's viability and its strategic significance for the business.

  • A demo video presented during the monthly update, effectively showcasing the potential benefits and transformative impact of the proposed solution.

/ The Challenges

  • Executives held varying perspectives, causing misalignment in the vision

  • Language discrepancies across the business made it challenging to grasp stakeholder requirements, resulting in multiple rounds of rework due to misinterpretation.

  • The original brief underwent substantial changes, shifting from a Proof of Concept (PoC) to a complete app overhaul within three weeks.

  • Managing stakeholder expectations and safeguarding the team's time while realistically assessing project deliverables became crucial tasks.