NYC Pet Services
Responsive web design and redesign of an existing dog daycare website.
Project: Responsive web design
Role: UX/UI designer, UX Researcher
Timeline: August - September 2024 (6 weeks)
*Working on a part-time 20hr/week schedule
*Student project
Background
NYC Pet Services (NYCPS) is a pet care facility located in Astoria, New York City. NYCPS opened its doors in January 2011. Since then they helped hundreds of dogs & cats as well their owners. They provide such services as dog daycare, pet boarding, dog walking, grooming, pet sitting and dog training.
Problem
The website struggled with branding, design, and user experience issues that undermined its professionalism. Inconsistent logos and colors disrupted the visual hierarchy, while poor information architecture hindered navigation. The lack of an online booking system limited user convenience and business growth. Additionally, the testimonials page required users to click through
each review, reducing engagement.
Reviewing the Existing Website
Inefficient layout and structure
Too many colors
Readability issues
Buttons and text are not aligned
Lack of accessibility
No display of testimonials on the homepage
Research Goal
The goal of the research was to understand the needs, preferences, and pain points of dog owners when booking daycare services online. This research aimed to uncover insights into how users navigate pet care websites, what information they prioritize, and how to improve the booking process.
Evaluating Competitors
The competitor analysis of Dogma, Pups Pet Club and Animal Loving Care helped me identify the strengths and weaknesses of existing dog daycare websites. This allowed me to find opportunities for uniqueness, and ensure the redesigned website catered to user needs while featuring distinct elements.
User Research and Insights
To better understand the needs and behaviors of pet owners, we conducted remote interviews with 5 target users, such as frequent travelers, active pet owners. Each participant was asked about their pet care routines, challenges, and priorities when selecting a pet daycare service. Based on these interviews, we identified key pain points and opportunities, which were then used to inform the design of the responsive website for the dog daycare center.
Key Insight #1
Online Booking Process: Users expressed frustration with complicated or unclear booking systems, preferring a seamless, user-friendly experience.
Key Insight #2
Competitive Pricing: Price sensitivity was a common concern, with users looking for affordable, transparent pricing without compromising on quality.
Key Insight #3
Reviews and Testimonials: Pet owners relied heavily on reviews and testimonials to validate the trustworthiness and reputation of the daycare.
User Personas
Next, I created two key personas representing the primary user types of the dog daycare center. These personas helped define the different needs and priorities of pet owners, focusing on aspects such as care requirements, communication preferences, and the overall pet care experience.
POV statements and HMW questions:
Through the interview data, I determined several POVs statements and HMWs
questions, which helped us define the specific problems to address in the website’s design.
POV#1
A busy professional needs a convenient and efficient
way to manage dog daycare services due to
their demanding work schedule.
HMW#1
How might we reduce the time and effort required for
managing and modifying appointments?
User Flow
Creating a user flow was crucial for mapping out the journey users would take on the responsive website. It allowed me to visualize the steps users need to follow to complete key tasks, ensuring that the navigation was clear, intuitive, and seamless.
Refining Ideas with Low-Fi Wireframes
I started by creating low-fidelity wireframes to focus on the layout and functionality. This helped me quickly map out key screens like the homepage, service pages, and booking flow.
Why the Website Needed Redesign
Upon reviewing the existing website, it became clear that several design issues were impacting user experience and failing to align with the branding goals such as: lack of navigation, too many colors, readability issues, misaligned text and UI elements.
Based on these challenges, I chose a purple and yellow color palette to align with the daycare’s core values of care, trust, and energy:
Purple: Represents trust, professionalism, and calmness, conveying a sense of reliability and expertise.
Yellow: Symbolizes happiness, warmth, and energy, reflecting the playful and welcoming environment of the daycare.
Validating with High-Fidelity Prototypes
With the integration of the UI components, the wireframes evolved into high-fidelity designs, which now closely resemble the final product in both
aesthetics and functionality.
User Interaction Tasks and Insights
I conducted remote usability testing with fifteen participants to evaluate the NYC Pet Services website. Their feedback offered critical insights that significantly contributed to enhancing the website's usability and overall user experience.
Majority of participants successfully finished the task.
Process of booking
an appointment
13 out of 15 users found the process itself:
Simple
Pretty straightforward
Pretty smoothly
Overall impression of
the website
14 out of 15 users found the website:
Visually very great and well made
Playful and energetic color scheme of the website
Nice and clean and easy to navigate
Bright and fun
Final UI Adjustments After Testing
The majority of participants wanted to click the "Book Now" CTA button, so based on this feedback, I created an additional screen.
Spacing was improved and cards
were updated.
The time slots were adjusted with new colors to clearly highlight the selected time frame.
Website Transformation: Old vs New
Exploring the differences in navigation, aesthetics, and performance.
