// CASE STUDY // FETCH

Simplifying Pet Adoption for Shelters & Rescues

Fetch is a purpose-built platform designed to streamline the adoption process, reduce admin overhead, and help more animals find loving homes faster and easier than ever.

// B2C // B2B // MOBILE APP

Adoption, simplified. Joy, multiplied.

A better way to search and find your next fur friend.

Load Prototype
Fetch app screenshots showing a pet profile for Paisley, a Jack Russell Terrier mix.
User persona for David Wright, 32. The full text of the persona follows in the expandable section.

Persona

Based on our research, we developed a User Persona. The User Persona helps to develop a dialog for the User Journey Map.

Read the persona as text

David Wright, 32. Software Developer from Boston, MA. Education: Bachelor's Degree. Relationship status: Single.

David loves dogs and has a small terrier mix named Enzo who he frequently takes with him hiking. Enzo is 2 years old and full of energy and wants a little buddy. Previously David was working full time in an office but now works from home due to coronavirus and has more time for a second pet now.

Goals: Enzo provides companionship and friendship. Finding the perfect friend for Enzo is a must. Cute Instagram pics of his dogs. Living in an apartment means having a house-trained pet is even more important. Get out of the house to exercise while walking his pet.

Frustrations: Limited space and no backyard. Pets that shed a lot. Limited information on shelter websites. Difficulty sifting through options of available dogs to find one who would be a good match. Behavioral + potty training can be difficult.

Ideal pet motivations (out of 6): Energy level 6, Age 1, Cleanliness 3, Level of training 5, Health 5, Attention needs 3.

Trusted brands: Instagram, Apple, Whole Foods Market, BarkBox, PetSmart, Orijen.

User Journey Map

After we determined our key features, we developed a journey map that detailed our user, David, downloading Fetch to discover an adoptable dog that fits his unique needs. As you can see, his main pain point in the process was feeling overwhelmed with options but Fetch provided a unique and engaging experience in the search for a new pet.

Read the journey map as text
  1. Previously David was working full time in an office but now works from home due to coronavirus and has more time for a second pet now. Feeling: "I'm so ready for a new furry friend."
  2. David would like a medium dog that doesn't shed, is low maintenance, house trained, is active and will get along with Enzo.
  3. He tries a variety of apps but finds the results overwhelming and the search tiresome. Feeling: "This is impossible."
  4. He quickly gives up on his search until a friend tells him about Fetch, and describes it as "the tinder for dogs". Feeling: "I have my doubts, but I'll try anything."
  5. David downloads the app and fills out his discovery profile with all of his needs and preferences.
  6. He quickly flips through the screens and finds several matches within his area that seem promising. Feeling: "How can I possibly choose?"
  7. He makes a few appointments to get to know the dogs to see if they would fit in with his home.
  8. Thanks to Fetch, David has found the perfect match for his lifestyle. The new addition fits in perfectly and Enzo loves his new buddy. Feeling: "What a perfect fit. Thanks, Fetch!"
User journey map for David Wright, showing his mood dipping while searching and rising after using Fetch. The full text follows in the expandable section.
Card sorting board of sticky notes grouped into Ideal Pets, Activities, Sourcing a Pet, Barriers and Resources.

Card Sorting

During the interview process we found most people find the search for a dog overwhelming because the information is scattered across multiple platforms and locations. Filtering to their needs is difficult.

Using the data we collected from the interviews we created an affinity map to identify the similarities across the users.

Key Findings:

  • Technology is often difficult to use or has drawbacks.
  • Information is presented in an outdated and confusing way.
  • Users had very specific preferences in what they're looking for in a pet.

Sketches

Paper wireframes were created before moving onto the creation of Lo-Fi Wireframes. This helped to narrow down key features for focus on for the app.

Hand-drawn paper wireframes of the Fetch app screens.
Lo-fi grayscale wireframes covering sign-up, search, pet profile and settings screens.

Wireframes

Next we created wireframes and a Lo-Fi prototype.

User Testing

We conducted a several user tests and based off of those users tests we made a few more alterations.

Recommendations:

  • "Apply Filter" button on pet discovery options
  • Split enable location and notifications into two screens
  • Additional search filter for pets that are spayed/neutered
Prototype screens before and after user testing, showing the added Apply Filter button and the location and notification screens split in two.

Conclusion + Next Steps

  • Administrative accounts for the shelters to manage their data on the web or via the app.
  • Include a contact form within a pet listing for general questions, scheduling a visit, or completing an adoption application.
  • Post-adoption resources, including a help desk/chat bot and tips + tricks on training and transition.
  • Expansion to cats and other animals.
Fetch logo

Looking for a product designer who can make clarity feel effortless?

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