O'Kibbles Native App

Overview

O'Kibbles, a specialized e-commerce app for ordering high-quality dog food quickly and conveniently, was launched to bridge a gap in the market and serve busy dog owners. This case study outlines the app's design, features, target audience, marketing strategy, and performance.

Constraints

Design Constraints for the O'Kibbles E-Commerce Dog Food App

There were three main design constraints that we had to deal with during the development of the O'Kibbles E-Commerce Dog Food Purchasing App:

1. User Feedback: We had to carefully consider the feedback from our users throughout the design process. This meant balancing the must-haves from the nice-to-haves, and not taking all feedback to heart.

2. Brand and Style Guidelines: We had to adhere to O'Kibbles' existing brand and style guidelines. This meant that we had to design the app in a way that was consistent with the O'Kibbles brand identity.

3. Project-Specific Design Constraints: We had to design the app for use on mobile devices, and we had to make sure that it was easy to use for people of all ages and abilities.

The Solution

Tailored Features: O'Kibbles Solution for Busy Dog Owners

WHITE PAPER RESEARCH

Digital Shift in the Pet Market: A New Era Emerges

From 2015 to 2020, U.S. online pet product purchases skyrocketed, with a growth from 8% to 30%. Market leaders Amazon and Chewy captured 59% and 41% of these online sales respectively, underscoring the digital transformation in pet commerce. The COVID-19 pandemic only intensified this shift.

Why do Cart Abandonments happen?

• Complex checkout process: Customers are more likely to abandon their carts if the checkout process is too long and confusing. This can be caused by factors such as having to create an account, enter too much information, or navigate too many screens.

• Initiative navigation: Customers should be able to easily find their way around your website and navigate to the checkout page without any difficulty. If they have to search for the checkout page or if the navigation is confusing, they are more likely to abandon their carts.

• Cluttered screens: Cluttered screens can be overwhelming and confusing for customers. Make sure that your website is well-organized and that the checkout process is easy to follow. Avoid using too much text or too many images on the checkout page.

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Understanding the Competition

By analyzing key players like The Farmers Dog, NomNom Now, Pet Plate, and Chewy, we identified a spectrum of strengths and gaps across essential features. This evaluation provides valuable insights into areas of opportunity for O’Kibbles to differentiate itself and better cater to the needs of its users.

Closer look at our competitors

User Interviews

User Feedback: Guiding O'Kibbles' Features

Our research began with interviews of 5 users regarding their experiences with other companies when ordering pet food and managing payments. By focusing on these broader insights rather than solely on O'Kibbles, we were able to make informed decisions about the essential features that would best serve the needs of our target audience.

As one user put it, 'Navigating through pet food options can be a maze. A more intuitive interface would be a game-changer.' This sentiment was echoed throughout our interviews. Notably, 85% of users emphasized the importance of a secure payment gateway, while 70% wished for a faster checkout process.

A few questions that were asked during the interview include:

1. Can you describe any challenges you've faced while buying products online?

2. Were there times when the content on a website was hard to read or understand?

3. Have you experienced any difficulties with navigating through a website?

4. Did a complicated checkout process ever deter you from finalizing a purchase?

5. As someone with a tight schedule, what changes would make your online shopping more convenient?

Once I have a better understanding of the user's overall experience, I can then ask more specific questions about buying dog food online. For example:

O’Kibbles User Persona

IDEATE

Diving Deep into O'Kibbles' Brainstorming

In the ideation phase, numerous ideas emerged as we aimed to refine the user experience. While we couldn't incorporate all, here are some highlights from our brainstorm:

• Category:

  • Considered a dynamic categorization based on dietary needs.

  • Explored a 'favorites' section for quick repeat orders.

  • Thought about integrating user reviews and ratings within categories.

• Checkout:

  • Looked into a one-click checkout for returning users.

  • Thought about integrating multiple payment gateway options.

  • Contemplated on embedding a live chat support during checkout.

• Navigation:

  • Gesture-based navigation for seamless browsing.

  • Evaluated the inclusion of a 'recently viewed' section.

• Convenience:

  • Brainstormed on personalized product recommendations based on past orders.

  • Weighed the idea of a quick reorder feature.

This sessions was instrumental in refining O'Kibbles' design and functionality.

Design

Iterative Sketching Process

I begin with hand-sketching five versions of each screen. After pinpointing standout features, I consolidate these into a sixth definitive sketch. Only then do I transition to crafting a digital wireframe.

From Sketch to Structured Design: Introducing Our Mid-Fidelity Wireframe

Transitioning from hand sketches, we progressed to low-fidelity wireframes, setting the stage for the visuals seen in our mid-fidelity representation below.

TESTING + IMPROVEMENTS

3 main iterative enhancements in my design

Over a 2-week period, informed by feedback from 5 peers, I made refinements to my design. This iterative process led to three significant improvements in the app's functionality.

Final product

Try out the O’Kibbles app and explore our products. I'd love to hear your feedback!

Final Results

O'Kibbles App Post-Launch Performance

After implementing user feedback, the O'Kibbles app saw significant performance gains across key metrics:

Reflections + Lessons Learned

The key takeaways

During the O’Kibbles app project, I realized:

1. Adaptability is Key: UX design changes constantly. It's about adapting based on user feedback. Aim for usability over perfection.

2. Empathy Matters: While research offers data, truly understanding users means stepping into their shoes. This deepened my commitment to empathetic design.

3. Aesthetic and Function: O’Kibbles taught me the importance of combining good looks with smooth functionality. This will guide my future design projects.

These insights reinforce my dedication to user-focused design, always prioritizing their needs in any digital solution.

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