&

JOHN W.
LAI
KENNY
JONG

STANLEY
DAI
 The Initial Problem
Animal lovers, field workers, and people who work with animals, deal with
miscommunication and lag time in a massive system and network of animal
hospitals, shelters, and temporary housing. Especially after recent California
Fires and multiple hurricanes the demand for animal aid and rescue, adoption,
fostering, and temporary housing rose to extreme volumes. There needs to be
a better way to direct workers on the field. At network out with animal lovers
all around.
 Our Goals
We aspire to build a non-profit experience, with the companionship of
PetFinder and the multiple Humane Societies to provide better
communication, navigation, education, awareness, and information in
regards to obtaining, housing, husbandry, and adoptions of animals in
need between field and in-house animal workers, and down to the
front-facing funnel of pet owners. We value a no-kill and no pets left
behind model. We offer advertising sponsorships for pet and animal
products on our B2C end and accept donations.
 Product Summaries
• Separate Mobile App for field workers and drivers to process rescue animals to a local
shelter and transferring approved animal to a new home. B2B

• Web-based Product & Mobile App

1. Provide Communication between shelter workers, vet-techs to direct field workers,
drivers, and approve the delivery of animals. B2B / Enterprise

2. A product for adoption centers and vet techs to organize and refresh their personal
web-site of pets ready for adoption, and their availability status. B2C/ Saas /Cloud

• Front-facing Web-based Product for customers wanting to adopt. They can check
availability and schedule appointments through businesses that use our product or they
can see newly processed animals nearest to them on our home landing page. B2C + B2B

 “PetNet Express”
Mobile App
A mobile app designed for animal drivers and field workers.



Features:

• Snap-Chat like camera to document animals quickly on the field.

• Easy note-taking forms

• Emergency transportation options to by pass routes.

• “Lyft-Line,” link-directions to drop off pets to shelters and new homes.


 “PetNet” Enterprise
Web Software + Mobile App
Web-based product and mobile app for animal hospitals and shelters.
“Provisions”



Features:

• Approve requests and direct drivers and field workers.

• Transfer and receive animals between shelters, hospitals, and adopters

• Approve and update animals for adoption on their own website.

 “PetNet” Front-Facing
Consumer Applications
Customers are able to adopt can check availability and schedule appointments through
businesses that use our product and services or they can see newly processed animals
nearest to them on our home landing page. B2C

Features:

• View newly processed animals near them on our “PetNet” home landing page heavily
sponsored by multiple search engines.

• On a shelter’s website be able to view extra information and photos.

• On a shelter’s website contact, ask questions, and schedule a viewing.

• On a shelter’s website be able to “like” and save an animal they’re interested in.

Competitive Analysis

Direct Competitor
 Indirect Competitor

PETBRIDGE.ORG
SalesForce.com

They already have a few partnerships.
They are for-profit. We can
monopolize and expand our network
of shelters and adoption centers by
being non-profit and a free service
like facebook. Eventually pet
products would want to sponsor us
as a tax right off for extra social
media buzz.
it’s overkill.
A mega cloud based product and
service has it’s pros: well-known and
already established. Although targeted
towards businesses, sales, and e-
commerce the platform can easily be
altered for animal adoption shopping.
The cons of this would be it’s too
expensive for most animal shelters and

 Bench-Marks
Success is measured by:



• Less time on the field, more rescues.

• Increase of new users, ease-of-use, speed, and familiarity interface.

• Decrease of human errors, better communication and productivity.

• Monopolizing shelters and animal hospitals into adopting PetNet as

the new standard mega product, service, and network.

• Increase visits to the shelter, and higher adoption rates.

• Increase of donations, advertisers, and sponsors.

• Increase of Product Awareness

 Our Users

Primary // On-Field, Shelter Workers, Drivers


Secondary // Animal Shelter, Animal Hospital workers, Veterinarians, and Vet Techs.

Ancillary // Animal Lovers and Future Pet Parents

 Primary: Sasha King

Pain-Points: Sasha is always on the run and multi-tasking. Ze drives
around all day in traffic worrying about hir pet passengers. Ze worries
a lot; sometimes animals are malnourished, aggressive, or dangerous
to handle. Ze has a lot on hir plate but is passionate for all lives.
Driving with animals can be difficult especially if some require urgent
care. When ze is on the field alone, ze feels understaffed.

Occupation: 

Animal Control, Field Key Takeaways and Design Notes:
Worker, and Driver
• Ze is on the go—designs need to be fast and understandable.

Age: 33

City: San Francisco, CA

• Ze is stressed—designs are minimal, clean, and quickly accessible.

Salary: $62,000 • Ze lives dangerously—designs need to keep her safe.

• Ze multi-tasks—designs gotta be precise, on-point, lean, functional

 Secondary: William Camaro
Pain-Points: A goof ball, but often overly cautious when dealing with aggressive
animals at the zoo. He loves animals more then humans. He dislikes dealing with
administrative work and paperwork that comes with the job. He also is a Vet Tech
and helps out at a shelter’s emergency hospital performing surgery along side
the veterinarians. His concentration is devoted to saving lives, animal husbandry,
and rehabilitation. He dislikes office work but is forced to provide
documentations, updates, postings, and animal management via doctors’ orders.

Occupation: 

Veterinarian Technician, Key Takeaways and Design Notes:
Zookeeper
• He is not really that tech savvy—designs need to quickly understood.

Age: 38
• He considers office work as “dry work.” Not his favorite part on the job, so our
City: Moorpark, CA
user/work flows need to be extra smooth and efficient.

Salary: $44,000 • William doesn’t take chances—designs need to be confirmative.

• He has a lot on his plate—designs have to boost memory and grab attention for
the execution of urgent matters.
 Ancillary: Tiffany Lee
Pain-Points: She works a normal 9-5 job for the state’s health department. She
wishes to take in pets in need, forever or temporarily. She often struggles to find
animals nearby that are in desperate need of a new home. She loves to adopt
abandoned or displaced pets. She’s afraid that her only cat would get lonely
when she is away at work. She is considering to adopt a small dog or another
cat to join her family after fostering many compatible pets.



Occupation: Key Takeaways and Design Notes:
Health Inspector, Cat • Has trouble finding pet-in-need near her— design need to be clear, direct, and
Momma, & Pet Foster
informative

Age: 40
• She is at work all day—options to inform and notify her of a new pet listing or
City: Swansea, IL
a pet in desperate need of a home.

Salary: $38,000 • She often is hesitant by busy or bad UI—work flows should be simple for her
to complete tasks: schedule a visit, learn more, see more, adopt now, contact,
and locate shelters.
 User Flow: “PetNet Express”

Driving Spots an Animal is YES Opens Activates Takes Photo. YES Is this an Edit / Selects Adds Notes
Around Animal Approachable? App Camera Are Photos Emergency? Images Quick Forms
Okay?

NO NO YES

Captures Adds Notes

Retakes Review
Animal Quick Forms

Finding
Submits
Animal Hospital
Request
Nearby

Taps
Studies Adds Completes
Checks Drops off Top Banner Recieves Waits for
Drop-Off Order Animal to other Rides,
as Animal at Drives To Activate Approval Locaiton
Map Line or Drop-Off Tasks on
Completed Destination Waze or Notification Confirmation
List View Queue To-Do List
Maps
 User Flow: “PetNet” Enterprise
Shelter worker needs to transfer out a large animal.

Select Large Send.

Home Waits for Approval
Animal or Select Shelters Selects Review (Confirmation
(Dashboard & Transfer Out Approval from Notifications
Enters Review & Send a Shelter Transfer to Driver &
Notifications) Recipients Recieved
Animal I.D. Recipient)

Shelter worker wants to flag their facilities to accept 20 puppies.

Share to
What type all shelters
Home Check / Edit Update
of animals? Review and people
(Dashboard & My Shelter # of Animals Availibilty &
Forms: Size, Posting tied to this
Notifications) # of Kennels Openings
Qty, Etc. product

Shelter worker wants update their website with a new list of adoption ready and approved pets by drag-&-dropping on both web & mobile app.

Home Finds & Selects Updates

Shelter Web Drags List Reviews Preview
(Dashboard & Adoption Ready Website
Manager to Update List Posting
Notifications) Animals w/ New List
Lo-Fi Wireframes
Lo-Fi Wireframes
Lo-Fi Wireframes
Usability Test 1: Tiffany Su
“PetNet Express” Mobile App, User Tasks:

Task 1: Take a photo of the animal.

Task 2: Fill out a description of the animal.

Task 3: Submit to Shelters Nearby for further instructions. Drive away.

Notes, Observations, What went well? What didn’t go well?




• Camera was easy to use.

• Loves Snapchat, Loves Lyft Lyne and Uber Pool Feature.

• Forms were overwhelming or redundant at times, she wants to skip.

• She looks confused about how to edit and view multiple photos she took.

• She wants to review her work before sending.

Usability Test 2: Dory Ricci

“PetNet Express” Mobile App, User Tasks:

Task 1: Take a photo of the animal.

Task 2: Fill out a description of the animal.

Task 3: Submit to Shelters Nearby for further instructions. Drive away.

Notes, Observations, What went well? What didn’t go well?




• Snapchat idea is easy for her. She also loves the streamlined navigation of her
driving droughts to drop off pets.

• Didn’t really care for forms.

Usability Test 3: Derek Jepsen
“PetNet” Enterprise Web/Mobile App, User Tasks:

Task 1: Post a transfer of a horse out of your shelter to another.

Task 2: Flag your shelter for 20 openings for puppies only.

Task 3: Drag and drop a list of animals you want to put up for adoption

Task 4: Using the mobile application do Task 3.

Notes, Observations, What went well? What didn’t go well?




• Word choice and content need to be reworded for better functionality and
industry standard meanings.

• Seemed confused with the selection grids.

 Design Iterations
1
User Concerns: Changes and Considerations:

1. Submit? I want to be able to • Added option of taking multiple photos

review what I post. • Added option of selecting multiple photos

2 Assurance.
• Move the emergency button to the form

2. Is the dog a male or female? I • Added human and dog figures sliders for “size”

feel it might be important • Changed "add to queue” to “submit”

information to see if she’s • Refined the map feature to more Lyft like

pregnant or if a male is • Replaced home screen with 4 global navigation

3 neutered for aggression

• Added “edit” button for drag and drop and delete

3. How do we edit additional • Edited review screen from image carousel to a form
photos. Currently it’s one
photo that edits.

4. TMI? I feel if I’m on “Doggo” I

just wanna see Doggo’s
4 information the rest not
important for me at the
moment.
 Visual Design Research
Look & Feel:

Clean, trim, and shaved designs for people on the road, in emergencies, and dealing with
wild animals. We need a cut-the-crap approach. NO CLUTTER!


Many assume enterprise should be a certain way—usable but paying little regards to visually
pleasing aesthetics BUT!!!! In our case, our users want to see something visually pleasing
after dealing with cleaning up animal enclosures, capturing animals, driving in traffic, or
stitching up animals, picking up feces, seeing blood, sickness, and injuries all day.

TMI?

So, Lets keep it sterile with an “awww” factor. Lets make it feel-good and more comforting.

Competitive Landscape
The visual identity of a lot of pet products look the same with their primary colors of greenish
and light blues. With the partnership of PetFinder we will adopt their purple to make us
stand out of the visual landscape. We will also make it cuter and cleaner that it will make
everyone melt.
Moodboard
&
Final Logo Concepts
 Type
a b c d e f g a b c d e f g
a b c d e f g a b c d e f g
h i j k l m n o p h i j k l m n o p
h i j k l m n o p h i j k l m n o p
q r s t u v x y z
q r s t u v x y z q r s t u v x y z
q r s t u v x y z
1 2 3 4 5 6 7 8 9 0
1 2 3 4 5 6 7 8 9 0 1 2 3 4 5 6 7 8 9 0
1 2 3 4 5 6 7 8 9 0 & ? ( ) , : ; ’
& ? ( ) , : ; ’ & ? ( ) , : ; ’
& ? ( ) , : ; ’ A B C D E F G
A B C D E F G A B C D E F G
A B C D E F G H I J K L N O P
H I J K L N O P H I J K L N O P
H I J K L N O P Q R S T U V W
Q R S T U V W Q R S T U V W
X Y Z X Y Z X Y Z
Q R S T U V W
X Y Z

Headers/Brand: Cooper Std Copy/H2/H3: Helvetica Neue

 Color Palette
HEX HEX HEX Brand Colors
25CFCE FFFFFF FFF3EC
Comfortable, Cute, Clean, Safety

Secondary Colors
HEX HEX HEX
FE6E6E 25CFCE 804EB3 Attention getting, Soft, PetFinder,

Non-Urgent Notifications

HEX HEX HEX Utility Colors

F83A3A FFEF19 6419B2 Action Required
Frameworks
Interactions
 Hi-Fi Prototypes

Use-case 1: https://invis.io/GJEYWDBWM

Use-case 2: https://invis.io/5JEYWCZZY

Use-case 4: https://invis.io/GEEYWDDH8

 JOHN W.
LAI
KENNY
JONG


Production Timeline STANLEY

DAI

Product Research: John

Presentation & Documentation: John

Ideation & Paper Prototypes : John Kenn Stan

Lo-Fi Wireframes: Stan & Kenn

Hi-Fi Wireframe + Prototype // Use Case #1 Field Workers: Stan

Hi-Fi Wireframe + Prototype // Use Case #2 Shelter Workers: Kenn

Hi-Fi Wireframe // Use Case #3 Customers: John

Hi-Fi Wireframe+Prototype// Use Case #4 Shelter Worker: Kenn

Design Framework, Research, Branding: John

Design Framework Refinement: Kenn & Stan

Micro Interactions: Stan

Usability Test Synthesis: John

Design Iterations: John Kenn Stan

Production Timeline: Kenn & John