Zoomi
Pet Adoption App
DELIVERABLES
Discovery and Research
Information Architecture
Brand Development
Prototype
UX/UI DESIGNER
Wendy Gilbert
TOOLS
Figma
Illustrator
Photoshop
Overview
Zoomi is a unique pet adoption platform that helps connect humans with their perfect furry companions, known as their "Paw Stars." By using an intuitive matching system, Zoomi pairs individuals with pets based on personality, lifestyle, and preferences, ensuring a lifelong bond between humans and their new family members. Whether you're looking for a playful pup or a calm companion, Zoomi makes it easier than ever to find your ideal pet and start your journey together.
Discovery and Research
Problem Statement
Finding the perfect furry companion can be quite the adventure. Sometimes, online searching just doesn't cut it. Maybe you don't have the time to visit shelters, or you're unsure of what to expect or which animals are available. Then there's the frustration of finding an animal online that catches your eye, only to discover that they're already in the adoption process with another family by the time you're ready to meet them. Whether you're looking for a lively companion to keep you active after a long day at your home office or want to ensure your new pet gets along with others, Zoomi can help make the process easier and less stressful.
Who's Zoomi?
Zoomi is a pet adoption app with a matchmaking twist. It connects users with potential pets based on key factors such as lifestyle preferences, likes, and dislikes, determined through a fun personality quiz. The pets that best match each user are called "Paw Stars." Once a match is made, users can decide how to proceed—whether to adopt, pass, share, or save the match for later. Additionally, users can explore and search for pets directly from the app’s homepage.
Design Thinking Process
To develop Zoomi, I utilized the design thinking process, specifically employing the Double Diamond methodology. This approach guided me through a structured, iterative framework, helping me to thoroughly explore both the problem space and the solution space. The Double Diamond consists of four key stages: Discover, Define, Develop, and Deliver. In the Discover phase, I focused on gaining deep insights into the user needs and challenges. During the Define phase, I synthesized this research to clarify the core problem. The Develop phase was all about brainstorming, prototyping, and testing potential solutions, while the Deliver phase involved refining the final product and ensuring it was ready for launch. This process allowed for continuous feedback and iteration, ensuring that Zoomi was built with a strong foundation of user-centered design principles.
User Survey and Follow-Up Interviews
Search Preference?
• Most preferred Google as a natural go-to.
• Some preferred to visit the shelter so that they can see the pet in person.
• One person wanted to give a mobil app a try so that they can search from the palm of their hands.
What are the most important info?
• The top 4 information people are looking for in pets were Personality, Breed, Age and Size.
• Most users may want to know of the animal’s personality to see if they are compatible with them and/or their family.
How to browse and notifications?
• Close to half prefer to scroll all available pets at all times and the other half would like to be notified when there is a match.
• Someone who does not have the time to search but does not want to miss a match would like to be notified everyday. While a passive person might find the daily pings annoying.
Best way to get a match?
• Most of the participants preferred that it’s best when there is a list of pets available at all times.
• While one user preferred to be notified of pet matches because they’re always occupied with their kids, another person has time and would like all the available pets laid out for them to browse through.
Target Audience
Animals appeal to a wide range of demographics. As illustrated by the examples, the target audience for this app is quite diverse. In this case, I focused on the key motivations for someone seeking a pet: individuals looking for a pet without limitations, and anyone with access to a smartphone who is interested in adopting through a mobile app.
Competitive Analysis
PetFinder
An app offering adoption capabilities for cats, dogs and other different types of animals. From this app, you're able to search and filter pets for adoption from thousands of shelters and rescue groups.
Strengths
• Clean and easy to use interface
• Has lots of filters
• Family placement advice and detailed information on animal care
Weaknesses
• Some posted animals are actually no longer available. Maybe it was a partnering shelters issue.
• You have to initially give location in order to bypass first page when first opening the app
Opportunities
• Notification for “New Pets”
• Save filter and get alerts on pets that meet the conditions based on the filter
• Amount of time pet was put on the site/app
Threats
• Pet Finder is a popular brand, one of the most popular services
• Wide range of other animals, not just dogs and cats
Petdar
An app that allows you to browse for nearby pets available for adoption. Filtering functions allow users to search with multiple parameters as well as save specific criteria with the ability to re-visit later.
Strengths
• Straight forward app with the variety of animals that can be viewed for adoption
• Status of pets are clear on their image - whether they’re “new”, “adopt or foster” or “adoption pending”
Weaknesses
• Filter feature is not very clear on screen
• Does not save search/filter criteria - users have to enter criteria every time they open the app
• No ability to search for multiple breeds
Opportunities
• Notification for “New Pets”
• Filter features thats clear on homescreen
• Save filter and get alerts on pets that meet the conditions based on the filter
• Amount of time pet was put on the site/app
• Ability to complete application through the app
Threats
• Wide range of other animals, not just dogs and cats
• Filter will let you set a search radius to find pets within a certain distance to you
WeRescue
An app that help users find their next furry friend with a wide range of available search filters while giving users the ability to hide certain breeds. This app also runs a rescue program that helps more animals get adopted.
Strengths
• The app has two interface options to choose from for ease of use
• A lot of filter options to choose from to help pin point the perfect furry friend
• Includes a “learn” icon at the bottom of the app
Weaknesses
• No “share” feature
• No ability to search for multiple breeds
• Cannot search by name if the user is looking for a specific animal that was put up for adoption
Opportunities
• Notification for “New Pets”
• Amount of time pet was put on the site/app
• Ability to complete application through the app
Threats
• Wide range of other animals, not just dogs and cats
• Ability to hide certain breeds
• Their filtering supports by 70 parameters - lots of different ways to filter!
Personas
Based on my research, I developed fictional personas to represent different types of users. Here are the key opportunities I identified to enhance the overall user experience:
- Simplifying the process for users to filter and save their search preferences.
- Introducing a personality quiz to help users better understand and utilize Zoomi's unique Paw Star functionality.
- Allowing users to revisit their Paw Stars, including pets that have been passed on, saved pets, and pets they've previously inquired about.
Biography
Kat is a successful graphics design freelancer. She works at her home office and also spends much of her time working on her little house with a piece of land attached. Her animals get along and plays well with one another, even her chickens! She loves all of her animals and was grieving when her long time family dog passed away six months ago. But after some time, she’s now looking to adopt another dog who is just as fun, loving and independent but also loves the company of others.
Goals
• To find a dog that best suits everyone's personalities especially with Kat's busy lifestyle.
• Keep all of her animals happy and comfortable with each other in and out of their home.
• The dog should feel welcomed as soon as they are introduced to their new family.
• Breed will matter as she wants everyone to get along.
Pain Points
• She cannot travel far for long periods of time as her animals still needs to be taken care of.
• Her animals can usually keep to themselves occupied but if she's not working on the house, she is busy with a design project. Though, she does like the presence of her animals.
Biography
Stefan is a busy individual who is always working on the computer. He’s also very much into keeping himself healthy whether it’s going to the gym 5 days a week or going to for runs in the neighborhood. Because work has gotten so busy, he hasn’t been able to carve out time for himself. He also just purchased a condo so sometimes it can get a little lonely. He hopes that by adopting a dog, he’ll be motivated to step outside more often during the day and also have a loving companion by his side all the time.
Goals
• Have the ability to maintain his healthy habits even when work gets too busy.
• Have a furry companion to live with and take care of.
• Balance work and personal life without having to sacrifice too much of one over the other.
• Breed will not matter as long as they can help him improve his activity level.
Pain Points
• Having a lot of clients and work can get a little hectic but the money is good.
• His local gym is not open long enough in order for him to use it when he's able.
• By the time work is done, he doesn't feel as motivated to stay active as he should.
Information Architecture
Journey Maps
Here’s Kat’s journey, starting from when she downloads the Zoomi app to when she finds the dog she loves and begins the adoption process. Having never used a pet adoption app before, she decided to give it a try. She discovered a dog that reminded her of her late pet and submitted an inquiry form. The shelter promptly reached out to schedule a meet-and-greet. Overall, Kat was pleased with her experience using the app.
Stefan is new to Zoomi and finds it intriguing that he’ll need to complete a questionnaire to help the app match him with the right pet. He appreciates the Paw Star feature, especially since he doesn’t have much time to browse the app. When he discovered a Paw Star he was interested in, he submitted an inquiry form right away. The shelter contacted him promptly, and after visiting the dog, he decided to move forward with the adoption process. Overall, Stefan is happy with Zoomi and how easy it was to find his new companion.
User Stories
I created user stories for Stefan as he begins using Zoomi, categorizing them into high, medium, and low priority. These stories helped me identify the key features necessary to make the product viable. The high-priority stories were included in the Minimum Viable Product (MVP), while the medium and low-priority stories were planned for the second iteration.
High-priority stories include creating an account, receiving Paw Star notifications, and submitting an inquiry form. Medium-priority stories involve enabling location-based notifications and completing the personality quiz. A low-priority story would be browsing through the pet listings.
User Flows
I created several user flows to map out the complete journey a user takes while using Zoomi. These flows help me gain a deeper understanding of how users navigate the app, detailing each step they follow throughout their experience.
Account Creation
This user flow illustrates the initial steps of account creation. During this process, users will be prompted to choose whether they want to complete the personality quiz or the Fast Match quiz, along with setting up additional app preferences.
You've Got A Paw Star!
This user flow outlines the steps a user goes through after receiving a Paw Star, before they are directed to the homepage. At this point, they will need to make a decision based on the available options.
Fast Match Quiz
This is a crucial user flow, as it outlines the steps the user takes to complete the Fast Match quiz, allowing the app to find the best pet matches. It also shows that users can choose to apply additional filters based on their quiz answers, and they have the option to manually enter their preferences during this step.
Site Map
After defining and prioritizing the user stories and creating the user flows, I developed the app's site map to outline the screens that needed to be designed.
Wireframes
Based on the site map, I sketched out all the wireframes, then converted them into digital low-fidelity versions using Figma. I found it helpful to have the sketches side by side during this process, as it made it easier to translate them into digital format.
Account Creation
Sketches and digital versions of the Account Creation process.
Fast Match
Here are sketches and low-fidelity wireframes of sample questions from the Fast Match quiz. In this flow, the user will be able to set up their name and profile picture. The questions include a variety of formats, such as rating scales, multiple choice, and manual entry.
Paw Star / Pet Profile and Inquiry Form
Here are sketches and low-fidelity wireframes for the Paw Star, Pet Profile, and Inquiry Form. As I digitized the Paw Star and Pet Profile, I made ongoing refinements to the design. You'll see the different versions of these screens here. For the Paw Star screen, I rearranged the action options below the pet photo. For the Pet Profile, I added a "Views" icon in the top-left corner.
Homepage
Here are the sketches and low-fidelity wireframes for the homepage. Initially, I planned to include a Paw Star icon to indicate unviewed Paw Stars, as well as Paw Stars that had been viewed but not acted upon. However, I decided to expand this to include screens for not just Paw Stars, but also for Passed Pets, Inquired Pets (those with submitted inquiry forms), and Saved Pets.
I placed the Paw Stars icon in the top left, instead of a menu icon, as it’s a key feature of Zoomi that should remain prominent on the homepage. I removed the menu icon and replaced the Saved Pets icon in the footer with a "My Pets" section. This section includes a pop-up for Passed Pets, Inquired Pets, and Saved Pets, simplifying the user flow by reducing unnecessary clicks to reach these screens. Most of the pet list options will now be easily accessible from the footer.
Brand Development
Mood Board
I began with the branding process by creating a mood board that combines inspirational images, color palettes, and font styles. Based on this, I aimed for an app design that incorporates a variety of vibrant colors, and I chose two fun, rounded fonts that complement each other. To ensure accessibility, I verified the color choices using a contrast checker. I believe these colors and fonts create a playful and engaging vibe, reflecting the idea that adopting a pet should be a fun experience.
As for the logo and name, "Zoomi" was inspired by the term I use when animals randomly run in circles for no apparent reason — I call it "the zoomies." I felt this was a fitting and playful name for the app.
Usability Testing
I conducted usability testing with three users, asking them to complete specific tasks within the prototype. Based on their feedback, I made the necessary iterations.
Here are some key insights I received: The users generally liked the app's overall look and feel. They were impressed with the styling and felt confident in completing most of the tasks. However, one user expressed confusion when they submitted a form and were redirected to the homepage, unsure if they had completed the task correctly. Another user suggested that onboarding screens could be helpful, especially for new users who might not understand how to navigate a Paw Star.
Iterations
Based on the feedback, I refined and iterated on the app's flow. One key area I focused on was the confirmation screen, ensuring that users clearly know when their form has been successfully submitted. To address potential confusion around navigating a Paw Star, I also designed onboarding screens. These screens appear immediately after the user creates their account to guide them through the process.
High Fidelity Prototype
Test the clickable prototype by clicking on the image below.
Final Thoughts
Doubts
• Being able to teach users that Zoomi is more than just pet adoption. Zoomi makes it easy with match making by providing similar functionalities as other match making / dating apps.
• Users having to complete a personality quiz, which could be a turn off, in order to properly utilize the match making function.
• Balance work and personal life without having to sacrifice too much of one over the other.
• Breed will not matter as long as they can help him improve his activity level.
Surprises
The number of iterations that happened starting from the sketches to low fidelity wireframes to the final high fidelity prototypes. The final design looked way different than the original. Especially for the Paw Stars screen and having to add on the onboarding screens.
What would I do differently?
• Add in more pet options other than just dogs and cats.
• Include a "Learn More" section if users wanted to learn more about specific breeds.
What did I learn?
Seeing it from a user’s perspective as if they have never touched a dating app before and had no idea what a swiping function does. As a result of this, I needed to create onboarding screens for “new users” to show them how to properly make use of Paw Stars.
• Seeing it from a user's perspective as if they have never touched a dating app before and had no idea what a swiping function does. As a result of this, I needed to create onboarding screens for new users to show them how to properly make use of Paw Stars.
• In order for me to have a full understanding, I downloaded a popular dating app to see how their onboarding works.
How will I use this information in the future?
This project taught me to never assume what a user knows or doesn’t know. Sometimes it is better to lay out all the information, whether it’s during the onboarding process or when the user begins to use the app and pop-ups appear throughout the app that teaches users where things are and how to use them.
Next Steps
Once the prototypes, with the necessary iterations, are validated and deemed acceptable through another round of testing, they will move into the next phase: proposing development. This phase involves several stages, where the app is built and refined to match the design exactly, ensuring that everything is pixel-perfect before the final implementation.
Case study created in 2021
Wendy Gilbert