We found the common ground of "Humanization Technology" and realized how it can be applied not only to humans, but also to the individual needs of our pets. Through information we were able to obtain through our market research and analysis, it reveals that there is a gap within the current digital and physical products in the pet-tech industry. The existing products on the market do not focus on developing something that satisfies both users (humans and dogs).
It is our nature to invent systems that serve survival purposes as well as providing a level of convenience. It is a matter of creating a more human-centered design or making the technology more human. We observe the existing products on the market and recognize that it is not a question of finding new technologies, but rather of creating a more humanized technology.
Current pet brands in the market have tried to solve some common physical and emotional pet issues to a greater extent. It aims to bring convenience to dog owners as well as keep their dogs in good health.
Research objectives
Research questions and assumptions
Significance of the study
REVIEW OF LITERATURE
A new perspective on human relationship with dogs
The next wave of innovation and technology
Framework and methodology
- Market research and analysis
- Storyboarding concept development
- User experience design and user interface design
- Branding identity and packaging design (in parallel with UX design)
- Product design
Media consumption in the 21st century
A statistic on device penetration in households (Statista.com, 2017) shows that desktop computers, smartphones and tablets are still the most used devices compared to other devices such as OTT streaming devices, gaming consoles, smart TV and Internet Bluray players. They cannot run deep programs or larger files due to limited battery size. In terms of innovation, we could combine them with new technologies such as AR, VR or flexible screens.
It enabled us to define user personas depending on the age range for different devices. By understanding which digital or physical products drive users the most, we were able to learn how to segment and continue user analytics research.
User research and analysis
The elderly do not represent an interesting market share of the current technological scene, so they are excluded from all potential possibilities of communication and media consumption. For example, a laptop is expected to enhance physical interaction, be designed for professional work, provide a high-quality gaming experience, and run high-performance programs. The tablet is expected to be light, thin, convenient and will enhance the sketching or writing experience.
We were able to identify several problems, including the fragility of the device, the issue of resolution, the use of multiple devices at the same time, the complexity of system integration, and the inappropriateness due to some ergonomic reasons. Creating user archetypes allowed us to balance the creative and business aspects of the work. This ranges from binge watcher, screen junkie, decor freak, experience maximizer, comfortable to non-TV.
Integrating users profiles
Updates are meant to be installed so that programs are more robust and perform better. These profiles were used to answer the main question "Can all users be satisfied?" The findings show that despite the change in environment, the use of devices remains the same. The idea of media equipment that adapts to appropriate circumstances and environments had to be explored.
We move from one place to another every day, from the office to the home or from the bedroom to the gym. We tried to answer the hypothetical questions of "Can a single device system satisfy different user and environmental needs?" and "What if a media device could adapt and transform like a chameleon?" We explored the limitations of existing media devices. Imagine if we carried a laptop everywhere with us, even to watch a show on the treadmill at the gym.
We could consider designing an adaptable device that fits any situation and environment, providing an improved ergonomic experience.
Existing product analysis based on different user archetypes
Concept exploration
Similarly, a blind person commuting to work and traveling with a guide dog would benefit from a voice command feature or location tracking. The dog would know where he is, but without any communication between them, it is a challenge for the blind to know the exact location of where they might be.
Validation from experts and design direction
Concept storyboarding
It provides a list of airlines and hotels around the globe that allow owners to travel with their dogs and offers booking services. This was intended to minimize the dog's stress and bring maximum comfort to the owner. The food tracking app and delivery service concept is a time-saving solution for every dog owner.
Based on the subscription relationship, the dog owner will be able to feed the dog at the same time every day and thus prevent nutritional deficiencies.
Dog -Human-centric concept design
Summarizing the research, we found that digital business concepts aim to provide the owner with convenience with just a few insights into what the dog needs or wants. On the other hand, physical products are technology-based solutions that are far removed from the natural relationship between dogs and humans. This means that the products are mainly focused on the owner, the emotions and needs of the dog are overlooked.
From their point of view, it is necessary to consider the emotional side and psychological aspects of dogs. We need to create products or apps that not only serve human beings, but strengthen the relationship between them and their dogs. For example, the dog travel app concept would be a solution that saves time for owners and brings comfort and convenience to the owners, not the dogs.
The focus group concluded that it was best to continue with the dog diet program, which can provide a variety of solutions for both dogs and their owners. We have tried to come up with as many solutions as possible to differentiate our concept in the competitive and emerging pet market. In addition to offering personalized nutrition tailored to the needs of dogs, a subscription formula for food delivery is also offered.
After identifying the key features and selling points of the business, we thought we could use an additional approach to improve the business model and chances of success. An analysis has been made of several successful business models in the market that are not our direct competitors. Most dog owners buy food based on what it says on labels and they have little or no knowledge of dog dietary requirements.
Finally, the project development outline was defined to answer the question "How do we improve the relationship between man and dog?" to answer. By providing a solution that serves problems on multiple levels (education, health, time, communication) and not making assumptions about what dogs need, we can. Dog's happiness does not only depend on his health and what he eats, it is also the amount of quality time spent with their owners.
RESULTS
Unique value propositions that differentiates
- Subscription-based dog food delivery
- Balanced diet
- Health and activity report
- Online diagnosis and task management
Brand identity and products development
This naming strategy is also applied to the products which are WOOF app, WOOFIT (activity tracking device) and WOOFED (automatic food dispenser). To create a solid brand, we refined the business model according to the insights of users and stakeholders. Our vision is to improve the relationship between people and dogs and to cover every need of dog owners.
The UX development according to the feedback from the user survey allows us to create an easy-to-use platform for every user. Busy working people can be satisfied with the fast and convenient scheduling and food ordering services. Features and wireframes were then created to bring clarity and make it easier for us to communicate the ideas to the users.
Working with a simple low fidelity prototype allowed us to iterate on the design ideas which later led to the finalization process where we could focus more on the details, features and visuals.
CONCLUSION AND RECOMMENDATIONS
Enhancing life with technology
BIOGRAPHY
