UX case study deck I created for Amigos, an iOS app I designed that helps pet owners communicate with pet sitters. It was my final project at Ironhack's 9-week UX-UI Design course.

1. iOS App
UX and UI Design
Adam Morenberg
August 10, 2018
adammorenberg.com

2. AGENDA
UX DESIGN
Business Problem
Initial User Research
Hypothesis and Business Metrics
Low & Mid-Fidelity Prototypes
UI DESIGN
Visual Analysis of Competitors
Mood Board + Desirability Test
Style Tile + Desirability Test
High-Fidelity Prototype
Usability Test Results
Next Steps

3. PROBLEM
Young, busy
professionals don’t like
asking friends to watch
their pets, they forget to
communicate key
information to their pet
sitters, and they worry
about the quality of
care their pets receive
when they travel away
from home

4. USER RESEARCH
SURVEYS (2 w/PET OWNERS, 1 w/PET SITTERS)
QUALITATIVE INTERVIEWS
SECONDARY RESEARCH
USER TESTS (5 LOW-FI, 7 MID-FI, 6 HIGH-FI)
DESIRABILITY TESTS(20 MOODBOARD, STYLE TILE)
215
6
18
40

5. 83%
Source: Surveys
HAVE USED NON-
PROFESSIONAL PET
SITTERS WHEN THEY
TRAVELED
MOST PET OWNERS RELY ON FRIENDS, FAMILY, NEIGHBORS

6. PET OWNER PAIN POINTS
LACK OF TRUST
FINDING SOMEONE TO DO IT
FEELS LIKE AN IMPOSITION TO ASK FRIENDS FOR A
FAVOR
DETAILED INSTRUCTIONS NEEDED - EASY
TO FORGET
Source: Surveymonkey panel/mTurk panel survey

7. BUT WE’VE GOT TRUST PROBLEMS
Source: Mechanical turk panel survey and Statista.com
25%
HAVE POSTPONED,
CANCELED, OR
SHORTENED TRAVEL
PLANS DUE TO
CONCERNS ABOUT
LEVEL OF CARE
MAJOR PAIN POINT - LACK OF TRUST

8. LACK OF TRUST
Are they
actually
feeding them?
Source: SM survey

9. TIME WORRIES
They don't
spend quality
time with my
pets.
Source: interview

10. FORGETTING
INSTRUCTIONS
One time I forgot to
leave instructions
like I’d promised.
Source: interview

11. HATE ASKING FOR
A FAVOR
I don’t like to
impose on my
friends, even if
they volunteer.
Source: interview

12. USER
RESEARCH
UX
STRATEGY

13. SYNTHESIS

14. SYNTHESIS
FEATURE PRIORITIZATION

15. STRATEGY AND METRICS
STRATEGY AND METRICS
STRATEGY SUCCESS
METRICS
OFFER PET PARENTS
A TOOL THEY CAN USE
TO MANAGE THE
PET SITTING PROCESS
AND COMMUNICATE
WITH THEIR PET SITTERS
USERS WHO . . .
+ ADD USER PROFILES
+ ADD PET / SITTER
PROFILES
+ CHECK MESSAGES
+ SEND MESSAGES

16. UX
STRATEGY
UX
DESIGN

17. PERSONA

18. JOURNEY MAP
CATCH-22
CATHY
● Pet sitters never seem to follow all her
instructions or care like family
● Instructions take forever to write & hard
to remember everything
● Feels guilty asking others for help
● Afraid of asking “too much”
● Find someone to watch
pets for 5 days
● Peace of mind knowing
pets are okay
● Can't afford professional
sitters or boarding
NEEDS & GOALS PAIN POINTS
PRE-TRIP MEETING AFTER TRIPDURING TRIP
Tired, guilty, anxious Worried, guilty, missing pets Disappointed, guilty
OPPORTUNITIES OPPORTUNITIES OPPORTUNITIES
I’m just praying she does what
she’s supposed to do.
How could she not know to set
the syringe on a coaster or paper
towel?
In the rush to leave, I always
forget to buy enough litter or write
down everything I want her to do.
Create, save, edit, and re-use Pet
Sitting instructions
Video and photo tutorials
Pet profiles
Contact and emergency info
Activity and play expectations
Food, water, and medication info
Home, cleaning, and access info
Family member collaboration
Send payments to Pet Sitter
Spends 30+ mins writing instructions
and forgets key details and tasks
Wants updates but not getting any
Afraid of overwhelming sitter
Realizes pet sitter didn’t give each
dose of meds
Receive GPS-enabled notifications
about visits
Arrival/departure times
Visit duration
Dog walks
Receive pet photos, videos, and
notes from Pet Sitter
Send thank you notes to Pet Sitter
Send payments and tips to Pet Sitter
Tip and pay Pet Sitter
Edit Pet Sitting instructions

19. RAPID
PROTOTYPING
+ USER TEST
RESULTS

20. REMOTE
UNMODERATED
USABILITY
TESTING

21. LOW + MID-FIDELITY PROTOTYPE TEST RESULTS
ADD USER PROFILE
60% SUCCESS RATE 71% SUCCESS RATE
I don't know
where else I
can click.
Absolutely
nothing is
working on this
app!
That's super
annoying, it
won't let me do
anything
I would expect
the app would
be able to
determine my
location.

22. LOW + MID-FIDELITY PROTOTYPE TEST RESULTS
ADD A PET
80% SUCCESS RATE
Right now I
feel lost
and I don't
like to feel
lost.
It’s not
letting me
add a pet.
71% SUCCESS RATE
10!? 10 what?
Pounds?
Kilograms?
What's
missing is
specific info,
like does the
cat suffer
from
anything,
things a pet
sitter would
run into.

23. LOW + MID-FIDELITY PROTOTYPE TEST RESULTS
ADD A TRIP
80% SUCCESS RATE 71% SUCCESS RATE
I'm expecting
the start date
will pop up
and change
when I click
on the date.

24. LOW + MID-FIDELITY PROTOTYPE TEST RESULTS
ADD A TRIP
80% SUCCESS RATE
71% SUCCESS RATE
Did I add a
trip? I can’t
tell.
Can I
delete
trips?
When I click on
trips I assume I
could add a trip.
Oh, there it is. I
didnt realize it
was on the
bottom.

25. LOW + MID-FIDELITY PROTOTYPE TEST RESULTS
READ AND REFRESH MESSAGES
80% SUCCESS RATE 86% SUCCESS RATE
I'm confused
about how to
get it to
update. A
button
would be
nice.
That’s helpful.
You get a little
reminder.
I feel like this is
a lot of
information I
can use.

26. UX
DESIGN
UI
DESIGN

27. MOOD BOARD
BRAND
PERSONALITY
friendly
caring
easy-going
responsible

28. DESIRABILITY TEST - MOOD BOARD
IF THIS BRAND WAS A PERSON, HOW WOULD YOU DESCRIBE THEM?
“trustworthy”
“cute”
“happy-go-lucky”
“organized”
“relaxing”
“friendly”
“caring”

29. STYLE TILE /ATOMIC DESIGN SYSTEM

30. DESIRABILITY TEST - STYLE TILE
IF THIS BRAND WAS A PERSON, HOW WOULD YOU DESCRIBE THEM?
“happy”
“relaxed”
“animal lover”
“playful”
“caring”
“trustworthy”
“credible”

31. VISUAL ANALYSIS OF COMPETITORS
ROVER DOGGYBNBWAG

32. USABILITY TEST RESULTS

33. HIGH-FIDELITY PROTOTYPE TEST RESULTS
ADD USER PROFILE - 100%
All the sections
look familiar
and a sitter
might need
this
information
That was
really
easy.
It’s quite
intuitive.

34. HIGH-FIDELITY PROTOTYPE TEST RESULTS
ADD A PET - 100%
I need to
add a cat,
so I’ll add
a pet.
That’s
awesome.
There’s lots of
information I
can put in.
So far
everything is
extremely
easy and I
like it.

35. HIGH-FIDELITY PROTOTYPE TEST RESULTS
ADD A TRIP - 100%
Add start date,
add end date,
that’s easy.
Adding a
trip was
really easy.

36. HIGH-FIDELITY PROTOTYPE TEST RESULTS
READ AND REFRESH MESSAGES - 100%
This is a really
useful app. I
would use this
in real life.
It’s simple
to know if
my pets
are having
a good
time.

37. INTERACTIVE PROTOTYPE https://marvelapp.com/3bfh2a5

38. NEXT STEPS
NEXT STEPS
Design Sprint
+ Video Messages
+ Tipping
+ Push Notifications
+ Microinteractions
+ Care Guide (instructions for pet
sitters)
Research Sprint
+ Pet sitter interviews
+ User needs and preferences re.
tipping
NEXT STEPS

40. THANK YOU!
adammorenberg.com