UX/UI DESIGN
Nitty Gritty
"Step into the future of pet care with our monthly subscription service. It's effortless, eco-friendly, and affordable. Imagine premium pet essentials arriving like clockwork, tailored for your furry companion. No more store runs or sustainability compromises. Join us, and enjoy hassle-free, planet-friendly pet care that keeps you and your pet smiling year-round."
Overview
Developing a mobile commerce platform for Nitty Gritty, a monthly subscription service dedicated to delivering essential products for dogs and cats, while also establishing a compelling brand identity.
My Role: UX/UI Designer, Branding, Prototype
Tools: Figma, Illustrator, Photoshop, Zoom, Google Doc, Google Forms
Process
Research
User Survey
User Interviews
Competitive Analysis
Personas
Information Architecture
Sketching
Sitemaps
Interaction Design
User Flows
Wire-frames
Prototyping
UI Design
Logo
Brand Style
Iteration + Implementation
Usability Testing
High Fidelity Prototype
Problem
In recent years, millions of Americans have embraced pet ownership, with dogs and cats being the most popular choices. These devoted pet parents prioritize top-quality products for their furry companions, mirroring the care they provide for themselves. The COVID-19 pandemic spurred a surge in new pet adoptions and a growing preference for online shopping due to its convenience. As lifestyles evolve with more time spent at home, the desire for efficiency has become paramount. Pet owners, in particular, are seeking quick and hassle-free access to essential supplies for both themselves and their beloved pets.
Solution
Design a user-friendly mobile app for effortless monthly pet product subscriptions. Users can personalize their packages, enjoy cost savings, ensure a steady supply of pet essentials, and embrace sustainability with eco-friendly choices.
Goal
Research the industry and users
Create a trustworthy, informative, yet friendly brand
Design features to be accessible, intuitive, and natural to user's need and patterns.
Customize options for subscription packages.
Observe user behaviors with the app.
User Surveys & Interviews
Participants: 20
Ages: 18-45
Pet parents that own a dog or cat, tried subscriptions, prefer everything organic and simply love their pet.
The following where the results that standout the most:
61% of users are dog owners
39% of users are cat owners
68% of users shop online
32% of users shop in-store
42% of users have tried a subscription service for their pet
53% of users work from home and spend a lot of time with their pets
Millennials and Generation Z are the primary demographic for pet ownership, valuing convenience, cost savings, and comfort. They embrace innovation and personalized experiences, often being higher earners. They prioritize aesthetics, support causes, and are open to sustainable, eco-friendly, organic, and natural pet products.
Analyzed and compared most popular pet subscription services, to understand strategies and goals in market. Identified opportunities of improvement to create an upgraded unique experience with Nitty Gritty application design.
Competitive Analysis
User Persona
Data was collected from surveys and interviewing a group of users, to create a user personas who represented an ideal user of the application.
User Flow
Site Map
I leveraged my research as a basis to explore a multitude of creative ideas, refining them through continuous iterations.
Sketches & Wireframes
Homepage
Implemented tabs for a streamlined user experience, reducing the need for excessive scrolling.
Included a "Subscribe" option in the navigation bar for easy visibility and quick access to subscription plans.
Added an attractive box pattern to improve user navigation and reduce scrolling. Click on each box to get more details on specific topics.
Subscribe
Introduced tab categories featuring comprehensive information about our subscription plans for a simplified user experience. Also, personalized the "My Dog" section to streamline plan selection, reducing unnecessary steps.
Low Fidelity Wireframe
Brand Development
Logo/ Color Palette/ Typeface/ Buttons
User Testing Results
Upon completion of first rendered prototype, we began user testing.
Below are the most outstanding pain points and feedback.
Overall simplified, easy navigation
Loved the color pops design aesthetics & simplicity
Users wanted to see product imagery of the Nitty Gritty box to understand what they will be receiving
Users also needed a more detailed product description
Users confused with saving shipping information
Revamp buttons with descriptive text like "Continue to Payment" to clearly convey the user's next action
Iterate
Product details & image - Users want to see the products they will be purchasing and full product details. Simulation when purchasing an individual product.
Before
After
Highlighting important variables of the subscription
Added product image
Improved product description
Shipping info & next steps - Users had some confusion after pressing the save button, they didn't fully understand they had to keep scowling to see order summary and then continue. Also, we wanted to continue showcasing products image so users can make a quicker purchasing decision. We modified the last button copy to indicate what the user will be need to fill out next.
Modified save button into a simple check box with a short description
Added product photo and item descriptions for reference
Revamp buttons with descriptive text, conveys users next action
High Fidelity Prototype
Overview & Onboarding
Nitty Gritty: Simplifying Pet Essentials. Modern. Convenient.
In just a few clicks, pet parents can create an account, personalize, and subscribe to their monthly must-have box.
Get Informed
Discover everything about us in one simple, intuitive screen. Click on each box to dive deeper.
Subscriptions Made Easy
Subscribe for monthly products.
Choose a Nitty Gritty hand-picked must-have box or create your own.
Track Your Box
Stay Informed with package updates. Track Your box, know shipment dates, and monitor your delivery's location.
Manage Your Account
Total account control at your fingertips. Modify or cancel subscriptions, manage payment methods, update shipping details, and access purchase history.