Pawmates is the leading platform for pet owners to network. The platform has strong potential for above-industry-average conversions due to a highly engaged demographic.
Deliver a reinvigorated user experience with tactical interaction points for users, better user flows. All under a unified UI that represents the brand experience.
Approach
As part of Pawmates' 4-person team, I implemented Agile methodologies to drive rapid development while using various KMS to measure for desired performance results.
Pawmates' inconsistent UI design is hampering user engagement. A cohesive design system will enhance user experience and drive platform growth.
1 Month of User Research
A parallel approach to using User Personas and Jobs-To-Be-Done helped map use cases & informed a qualitative 5 Whys analysis.
Using 5 Whys and Jobs-To-Be-Done frameworks, I analyzed core users' emotional needs and technical requirements. From here I began to formulate "How Might We's" from the 5 Whys'.
15 User Testers
Avg. 3x tests per user.
6
Competitor Analysis using full JBTD
18
AGILE stories created & 2 Epics
Before A/B Testing I defined Success Metrics using HEART by Google:
Primary : Engagement ⭐️ (MUST IMPROVE)
Secondary : Feature Adoption ⭐️ (SHOULDN'T DECREASE)
Guard : User Retention ⭐️ (MUST NOT DECREASE)
Develop
Taking an AGILE approach, a 3 Month Roadmap was devised with internal stakeholders. Each sprint we measured successful designs in A/B tests.
Non-guided testing of hi-fi prototypes in groupings of users & non-users.
Benchmark: JBTD results, Mixpanel User Actions
Deliverable
"His designs are impeccable and clean, along with the proper brand strategy to match. Brilliant job revitalizing and breathing new life to my platform, and even my overall brand!"
Colin Jarvis Gaum, Founder, Pawmates
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Acquired Skills & Knowledge
Creating a Design System, with fully operable Design Tokens and Semantics allows me to better operate with technical teams.
Implementing Agile operations at a small company in order to achieve grand results while maintaining efficiency.
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Highlights
Connecting in a remote team connecting with the work culture.
Watching my designs achieve success in the market.
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What would I do different?
Identifying objective & subjective requirements of User Personas and Jobs-To-Be-Done was helpful. However, running in parallel didn't afford focus on either, performing a JBTD study before creating Personas would preserve an unbiased research roadmap.