UX Design | UX Research

Research & design process of creating a rabbit rescue adoption/fostering mobile application

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TL; DR: Project demonstrating evaluative (literature review, user interviews) and generative (usability testing) research skills. Including research deliverables such as user personas, journey mapping, test plan, and moderator guide. Synthesizing the findings from a usability study to identify themes and produce insights with actionable recommendations.

The Problem

I saw an opportunity to create a mobile app to help support the adoption process for a local rabbit rescue. How can we improve the rabbit adoption process with a mobile application?

The Goal

The project aimed to create a mobile application that would make it easier for a local rabbit rescue to connect with people who are ready to adopt or foster rabbits.

My Role

Lead Researcher and Designer, the project was conducted as part of the Google UX Design Certificate.

Background

As a rabbit owner myself, I went through the rabbit adoption process. There are lots of adoption services for cats and dogs, but little dedicated to rabbits.

After adopting my 2nd rabbit Venus from a small rabbit rescue in Western Mass, I saw an opportunity to create an app that could help streamline the adoption process

Image of my two free roam rabbits Venus (left) and Mars (right).

Foundational Research

At the start of the project secondary research was conducted to develop an idea of the pet adoption landscape. Rabbits are the third most adopted pet after dogs and cats. However, 75% of rabbits found in shelters are due to owner surrender, with owners stating a lack of ability or interest in taking care of the rabbit. On average, it takes 30 days for a rabbit to be adopted from a shelter - that is almost 3 times longer than for cats or dogs.

I used my findings from my secondary research to inform user interviews that were conducted. It was found that most users followed a similar process when looking for a pet, first by looking online and contacting various sellers and rescues before visiting the pet in person. Often met with lengthy adoption waiting lists or sketchy breeders.

All participants wished they had more information about what having a rabbit would entail and wished they had more support through the process.

Pain Points

  1. Poor communication: Users were contacting multiple sellers and agencies only to hear back from a couple or to hear that the rabbit was no longer available

  2. Meeting the pet: Users want to see as much of the rabbit they want to adopt as possible, adoption websites usually have very few pictures of the pet and usually no videos

  3. Pet care: Users often underestimated the level of work required to own a rabbit or any pet, and did not feel adequately prepared before getting the pet

User Personas

Based on my secondary and primary research, I created three user personas

Journey Map

I decided to focus on Lenny as the main user persona or “happy path”, as this encompassed most of the experiences of the users I spoke to regarding their pet adoption experience

Competitive Analysis

The next step in my design process was to research pet adoption websites currently in the market, this will allow me to identify strengths and opportunities that I can include in the creation of my rabbit adoption app.

I analyzed two competitors: Petfinder and Western Mass Rabbit Rescue.

Key User Problems

  1. Poor Communication: How might we improve the communication between prospective rabbit owners and shelters?

  2. Meeting the Rabbits: How might we allow users to get as much information as possible about their bunny of interest?

  3. Rabbit Care: How might we inform users of the level of care required before adopting a rabbit, to ensure they feel adequately prepared?

App Design

Using the findings from my foundational research, I began the app design process. I brainstormed feature ideas based on the user pain points to help solve the problems identified

Information Architecture

Additionally, I created a site map to determine how the content in the app will be organized and to define the overall structure of the app.

User Flow

Before wireframing began, I created a user flow to establish the path a typical user would take to complete the task of selecting a rabbit for adoption on the app.

Wireframes

Using the information architecture and site map, I created five paper wireframes of the homepage

Digital wireframes

Thinking back to the foundational research, I wanted the homepage to encompass the three main paint points of communication on available rabbits, seeing which rabbits are available, and helping with rabbit care.

Low Fidelity Prototype

The visual represents the “happy path” taken by new users, going from initial sign-up, searching through available rabbits, choosing a favorite, and submitting an expression of interest form to select a rabbit date.

Usability Study

A usability test was conducted with 5 participants to determine the usability of the app such as the sign-up process, the functionality of browsing available rabbits, scheduling a “rabbit date” and viewing the scheduled dates.

Click image to read full test plan and sctipt

Research Insights

  1. Don’t want a reject button: In general, users don’t like the idea of “disliking” or “rejecting” a rabbit

  2. Adoption should be the focus: Almost all users mentioned that the articles and forum made it hard to see the available rabbits

  3. Forum not necessary: Many prospective rabbit owners surrender their rabbits due to a lack of rabbit care knowledge; however, users felt that they were unlikely to use the rabbit care forum

  4. Favorite rabbits hard to find: All participants felt that favorite rabbits should be its own subsection outside of account settings

Recommendations

  1. Rabbit profiles should be scrollable, with a focus on liking and not rejecting rabbits

  2. Although users like to be able to access rabbit care articles and see the benefit of a forum – it should not take up 2/3 of the homepage. Adopting a rabbit is their primary goal.

  3. Eliminate the forum section and replace it with a rabbit FAQ that directs users to the rabbit care articles

  4. Favorite rabbits should be its own subsection, where users can find a list of their favorite rabbits, submission of interest requests, and upcoming rabbit dates

New Digital Wireframes based on Feedback

Next Steps

  1. Use the new digital wireframes to create a high-fidelity prototype.

  2. Conduct a second usability session with the high-fidelity prototype.

  3. Based on the findings from the second usability session, iterate on the prototype.

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