UX Research + Interviews
Competitive Analysis
Personas + User Journeys
Wireframes
High-Fidelity Prototypes
Usability Testing
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Dog owners need a reliable, easy-to-manage dog food delivery service. Managing multiple dogs’ changing needs amidst overwhelming market saturation can make it difficult for busy professionals to make confident purchasing decisions and streamline pet care routines.
Create an intuitive shopping and delivery experience that dog owners can depend on to make their lives easier by utilizing customization and calculation tools that get to know their pets.
8 weeks; July - Sept 2024
To understand user frustrations and needs, I conducted qualitative user research by interviewing several dog owners. My goal was to better understand their purchasing habits and routines for feeding their pet(s). What I learned is that no two families were exactly alike in their challenges or goals. Caring for a dog can be as complicated as caring for a child.
This is how I began to understand my users’ needs for flexibility and customization. To represent these needs, I developed two personas and two user journeys.
Using my insights from the empathize phase, I moved towards defining the user problems that my product could solve. These allowed a focused progression into solution ideation.
At this stage, I also conducted an extensive competitive analysis of six direct & indirect competitors in order to better understand familiar product patterns and develop my unique value proposition.
Design began with mapping user flows to solve the main user tasks set up by earlier problem statements. Informed by these key flows, I created a hierarchical sitemap that prioritizes ease of navigation.
After mapping out Bingo’s information architecture and considering key user tasks, I created five possible homepage designs and streamlined the most effective sections into desktop and mobile wireframes.
The iteration I chose to move forward with included a prominent search bar and large quick links for shopping categories. Pet owners often know what they’re looking for. I kept responsive design in mind: The choice to prioritize search and shopping categories above the fold works well across different screen sizes.
After extensively iterating on designs related to the user flow of “Edit Autoship” I created digital wireframes for each screen to test out with study participants.
I created low-fidelity prototypes for the “Edit Autoship” user flow in both mobile and desktop sizes. I moderated in-person studies with five participants to gather feedback. My usability study revealed common pain points for users as they attempted the task of editing an Autoship order. I ideated practical solutions for each.
My final designs focused on creating an intuitive and delightful user experience for dog owners. The Bingo brand incorporates bright colors that balance fun and trustworthiness. Above all, I prioritized legibility and accessibility.
Through this project, I sought to deeply understand a specific target audience, learn more about their common pain points, and iterate possible solutions. This process of gathering feedback and watching users navigate through flows as they improved allowed me to witness the positive impact of UX in real time, which is always a motivating force as a designer.
If I was to move further with Bingo, I would build out dropdown menus and search filters to begin exploring more user flows related to shopping. Another priority would be to begin designing for a third breakpoint in between mobile and desktop widths.
View the designs:
Mobile Prototype
Desktop Prototype
