Loona is a startup that connect pets owners with the best pet hotels in São Paulo.
Reading time
8 minutes
Role
Product Designer
Date
2024
Desk research
Insights
Overview
Loona is a startup that connects pet owners to the best hotels and daycares in the region. Created by me and 2 partners, the startup launched its first MVP in November 2023 with a basic application initially developed on WordPress with filters, maps and cards but without the possibility of registering users.
As the one-year anniversary of the first MVP approached, we felt the need to develop a more robust version of the platform built purely with code, as many users interacted with the product including organically signing up for a newsletter. The new MVP would have more features and the possibility of user registration.
Objectives
MVP2.0 aims to validate the market’s reception of a more functional platform and confirm or refute the product-market-fit resulting in a pivot or expansion. Furthermore, it will serve as a basis for future feature additions and optimizations.
Value propositions:
- Help pet owners find hotels and daycares according to their preferences;
- Reassure tutors knowing they are making good decisions;
- Help businesses find new customers.
Responsabilities
I lead the construction of the new product from ideation to management/monitoring with front-end and back-end devs. This includes research, conceptualization, contact with potential users, prototyping and handoff.
//Desk Research
Defining the research foundations.
Research and ideation took place always taking into account the Product Balance Diagram, respecting profitability, viability and creating solutions to real problems focusing on users’ pain.
User Centered Design Canvas
Used as a basis for product design with the value proposition at the center of development. At this first moment, we decided to focus on the B2C end.
Competitors
Two services were identified that compete directly for the same market of interest as Loona: DogHero and Doggi.
Advantages
- Biggest player on sector;
- Large number of sitters;
- Veterinary isurance.
Deltas
- Only non-professional sitters;
- Only offers list visualization (interface);
- Limited filter options.
Advantages
- Offer booking for other pet services;
- Onboarding (App).
Deltas
- Don’t have an web app;
- Very limited filter options;
- Hosting not available in São Paulo;
- Don’t have a map;
- Unstable app.
//Surveys
Building a base profile.
There was a need to quantify user’s behavioral and demographic data. The first participants were recruited from family, friends, work and condominium groups and must be pet guardians. Below are key results from some of the 22 questions asked.
Survey research objectives:
1 – Start creating a persona
2 – Understand better behavioral profiles
3 – Recruit the first users for interviews and usability tests
Results
90 responses were collected over a period of 3 days. Of these, 22 were automatically disregarded because they were answered by non-tutors.
57 people filled in their contact details at the end of the survey with their name and WhatsApp number.
Qualitative answers
An open response field was made available right after the image section on the left. The question was: “Do you consider any other factor not listed above to be important?” The main themes and keywords mentioned were:
1 – Recommendation (7)
2 – Live transmission (4)
3 – Pricing (3)
4 – Cleanliness (3)
5 – Experience (3)
//Interviews
Deepening relations and knowing the users.
With the survey answers in hand, 9 users were invited for a more in-depth interview, obtaining 5 confirmations.
Selection criteria:
- Answered “High” or “Very high” to “How likely are you to try this app?”;
- Answered “Difficult” or “Very difficult” to “Making the safe decision to choose an ideal hotel for my pet is a process:”
- Answered “I get worried” or “I cancel appointments” to “How do you deal with the idea of leaving your pet in the care of someone else?”;
- Left contact number.
Methodology and objectives
A conversation with the aim of generating relationships and insights about the problems highlighted. Some questions were:
- What do you do most of the time when your pet needs accommodation?
- When did you last host?
- How was the experience?
- What is the hardest part about the search and hosting process?
- Do you do anything to make this task easier?
- How did you feel the last time you had to do this?
Results
At the end of the round of interviews, I was able to compile the main points covered by each interviewee. It was not possible to record any of the interviews due to limitations.
Most users received the idea of the application enthusiastically (4/5), one of them did not see any advantage.
The functionality suggestions involved a range of filters and reviews.
User 5 addressed pertinent topics that could initiate a new market research.
//Persona
Creating a research-based user profile.
The persona was created based on quantitative and qualitative data collected during the research and interviews.
The objective of this tool in the project was to direct product development and focus investments in marketing and branding.
It is understood that the profile drawn is not permanent, since new data will be collected when the application is being consumed, thus making it possible to better understand the behavior and the pains users may face.
//Prototyping
Bringing the idea to life.
With the research carried out and the persona defined, it’s time to start developing the prototype with Figma.
The most voted and mentioned features during the research were prioritized.
Lo-fi Wireframes
Developed to organize the overall project interface
Moodboard and benchmarking
AirBnB was the main reference for the interface as it offers clean navigation that highlights CTAs. In addition, it has location “cards” that make navigation easier for users.
Dog Hero, Cabify, Trivago and Trip Advisor also served as inspiration, mainly for the hero section and the filter system.
Style Guide and Components
Created to facilitate adjustments and handoffs.
High fidelity Wireframe
Prototypes
//Usability Testing
Validating the interface.
The same users who participated in the interview were recruited for the usability test. One of them has been replaced.
The test with User 2 was carried out in person.
The mobile version was chosen to carry out the tests (mobile first).
//Insights
Optimizing user's experience.
With the results of the tests, new solutions were designed to solve the problems encountered by Users 1 and 2.
Improving the way to find filters
User 1 was unable to find the filters after searching on the home screen.
Problem
On the home screen, the user could type an address and click “find”, then they would be redirected to the results page where they would do a new search or open the filters by clicking the orange button with the magnifying glass icon (image on the left). The filters were in a modal that was activated when clicking the orange button, this process caused confusion for the user.
Solution
The new solution came about by creating a typing field in the header with a filter button and a new icon. The search term entered on the previous page automatically appears in the header, leaving the user to filter the results.
Optimizing filters for a better mobile experience.
In a test carried out in person, User 2 had difficulty correctly clicking on checkboxes and dropdowns.
Problem
The filters in the mobile version provided a bad experience as they required exact typing (pet weight) and precise touch on dropdowns (type of pet, type of establishment and accommodations). The same problem appeared for the checkboxes in “extras”.
Solution
All filter options have been transformed into buttons. 5 pre-established weight categories were created, eliminating typing. Filters that previously required two clicks (expand and select) now have a full view. Extra filters are now buttons that activate and deactivate with a touch.
//Next steps
Continuous implementation and development.
Currently, Loona’s new platform is in the programming period. With the application in operation, we will be able to test the new features and find product-market-fit by starting a new research and product design process.