I send my dog ‘Freddie’ to dog daycare once a fortnight. I use the service 'Ka-Pooch' which has a convenient app that allows you to book days you wish to enroll your dog in advance. Upon using the app I found the experience between opening the app and booking a day to be a jolted experience. After investigating further, I discovered Ka-Pooch use a third party booking system called 'Gingr' which explains the two different experiences. The experience of booking dog daycare is clunky, has confusing microcopy and unnecessary steps that lengthen what should be a quick and easy process. Therefore this is the perfect redesign!
Research & Analysis
In these situations, it is easy to be bias and assume problems. To overcome this, I decided to complete two methods of research to identify user pain points and insights. I will be using a Heuristic Evaluation and User Review Analysis.
I began with a Heuristic Evaluation to asses parts of the app which are in consistent or do not make sense. This overview allowed me to see the largest problems and make decisions on what a MVP (Minimal Viable Product) should consist of. Idenitified problems are listed below.
a. Lack of Unity and suscintness (UI): There is a clear difference in UI between the Main Menu and Booking part.
b. Two inconsistent Menu's: There is a hamburger menu on the first page in the top left, followed by a dashboard in ‘Contact’. Then when selecting ‘My Login’ the hamburger menu shifts to the top right. Main Menu also consists of too many options which could be categorised.
c. Inconsistent gestures: Throughout the experience, there are several varying gestures including slide left tab option, downwards scrolling and then horizontal scrolling.
d. Microcopy: Several instances of vague microcopy including ‘request services’ and ‘other links’. There are many features with vague call to actions like ‘Photo/Video’ which would not be necessary. ‘Messages’ is also ambiguous, what are clients receiving messages or notifications for? Is this a communication service?
e. Too many extra screens: For logging on, there are two separate stages for username and password. There is also an extra unnecessary screen for ‘Request Services’. 'My Reservations' information is also poorly displayed and requires you to scroll across like an excel spread sheet.
I tested the current app with 5 participants and recorded results and verbatims said during the process:
1. See if there were similarities from insights gained in Heuristic evaluation.
2. To understand emotions experienced throughout the booking process.
User Journey Map
Branding and UI styles are clumsy, inconsistent and outdated: Branding shifts between different features of the app
Gesture/Interactions/Menu's are inconsistent: The app shifts between several different finger gestures to complete tasks as well as 3 different sets of menus.
Lack of organisation: There are too many options and it easily becomes overwhelming to decipher how to complete a given task.
User Experience: Overall, the app is clumsy and the booking experience is outdated and hard to use. There is also a lack of validation including unused features like Messages.
There were lots of problems/inconsistencies and ways to change the app. Therefore I decided an MVP (Minimal Viable Product) ‘As a consumer I want to be able to register my dog on the app, book a day and be notified when my booking is accepted/denied’
Minimum Viable Product (MVP)
Ideas & Solutions
To gather an idea of the types of people who will use a dog daycare, I went to the Ka-Pooch Facebook page and scanned through all the profiles that had written reviews from Ka-Pooch. From here, I was able to define 3 main personas.
Who will benefit from the app?
The new app will easily benefit Elly the most, considering she uses it most often. For a busy person that relies on technology to complete tasks, a difficult registration experience may deter her loyalty to the brand all together. Considering she is using this service so often, she is after something easy and seamless. The happier she is using the app, the more likely she would purchase extra novelties from Ka-Pooch as well as stay loyal to the brand.
This product would also benefit Dan and Sarah who would like the idea of being able to use an app out of convenience.
A new app may make it easier for Greg and Deborah however would not deter their loyalty as they are not technology savvy and usually book via phonecall. They also don’t use the service often enough, so they don’t necessarily mind if a booking isn’t as quick and easy as it should be. They simply don’t have high expectations.
I began working by wireframing the current menu. This was to determine categories or areas which are similar or repeat. From there, I was able to develop four different categories. These four categories were the start to a Sitemap and a user flow which would help would help lead the direction of primary wire-framing.
From here, I decided to create the first set of wireframes for the new Ka-Pooch app. I decided to follow the site map at the top and create a dashboard menu to address the inconsisent menu problem on the current app. I went for a Dashboard approach with the principle in mind -
Wire-Framing (Low - Fidelity)
Whilst working on the wireframes and creating a booking process, I drafted up multiple solutions and then decided on two options.
a. Scroll down Form: A user scrolls through each option to make a booking and remains on the same page until Submission
b. Step-by-Step: Each option of the booking process is shown on a different screen.
Each Option A and B were tested with 5 different participants with an Invision Prototype. The test required them to complete the following.
1. Login to KaPooch
2. Describe your first impressions of the Home Screen
3. Make a booking with the following details: Fairfield, Freddie, 3/10, 6/10, 11/10, Bath, Haircut, Add a general note, check price, submit booking
4. Check booking went through.
5. How would you check status of booking?
Prototype & User Testing
User Testing Results
Upon analysing User Testing Results, the following Decisions were made
1. Login: I decided to keep the username for login as an email address as this tends to be easier for users to remember
2. Profile: From here, I decided that I would re-arrange the information display on the screen into a clearer hierarchy and categorise certain parts in order to make the information display above the fold.
3. Step vs Scroll: Upon testing, I began to realise the scroll method of booking was more suitable because not only is it quicker, it is repeated habit. Whilst the user may be overwhelmed the first time, it would soon become a quick and easy process. The Step by Step process would be suited to a once off process such as onboarding, as users are not as impatient during this process and likely to pay more attention.
4. Check Booking: This needed to stand out more on the profile page and be raised above the fold. The 'See more' call to action lining up directly with the dashboard menu made users think there was nothing below the fold.
User Interface Design
Upon working on the User Interface of the app from the Wireframes, I decided to re-brand 'Ka-Pooch' with a fun hand drawn dog. I decided to stick with the current 'Ka-Pooch' brand traits of friendly and fun however chose some bolder contrasting colours.
Ideas out of Scope
1. Add re-occuring days for a specified amount of time or forever (e.g. Every Monday for the next 10 weeks)
2. Push notifications
3. Add a Facebook style dashboard with multiple updates and photos throughout the day