We combined the parent & employee interviews into what we called a “new parent journey”. This journey went through various iterations before we landed on the final representations of both of their experiences.
Translating research into journey phases
Initial research & discovery
Since our brief included both the pet parent and Petco employees, we took time to visit Petco stores in-person, speaking to different departments and employee types (such as vets, groomers & sales floor associates). Watching them interact with customers really allowed us to better understand their pain points and how we could start ideating any potential solutions to improve their day to day.
Creating service blueprints
As part of our deliverables, we created in-depth service blueprints for the client to better understand how to enact our solutions. However, we know that blueprints are often overwhelming to non-designers, so we made them in more digestible pieces to present to the client.
Streamlining the parent and employee experience through transparent information
Giving new pet parents a way to feel prepared for their impending arrival
Petco: Designing a support system for the new pet parent's journey
Petco identified a gap in the market for new pet parents and turned to us for insights and innovative solutions. Recognizing the critical role their employees play as first points of contact, they expanded the project to include staff perspectives.
PROJECT OVERVIEW
Senior designer
ROLE
1 director
2 seniors
1 strategist
DESIGN TEAM
8 weeks
TIMING
We designed concepts within each phase of the journey - which were then presented to the client for them to narrow down. When storytelling, we made sure to keep the concepts aligned with the phase they were solving - as each phase had very particular needs for parents and employees.
The team at Petco then chose two concept directions they wanted to pursue - these two concepts were the most applicable and innovative in their eyes.
Impact
Since our engagement, Petco has since launched a section of their website dedicated to the new pet parent and have included a more 'new parent' focused end cap in stores. Many of our suggestions were reflected, and our journey phases were illustrated as part of the page.
To better understand the new pet parent's mindset, we interviewed a group of owners with varying levels of experience when it comes to being a pet parent. From the interviews, we could start crafting our journeys.
Vet technician, Sunset Park
“If it wasn’t for my customers, I would have quit a long time ago; we just don’t get the support we need [from Petco]”
©️ Claire Lorman 2025
Interviews
Pet Center Visits
Quantitative Survey
Quantitative Research
Business Sizing
Qualitative Research
Opportunities
Experience Strategy & Blueprints
Transactional Data Analysis
New Pet Parent Journey
Petco: Designing a support system for the new pet parent's journey
Petco identified a gap in the market for new pet parents and turned to us for insights and innovative solutions. Recognizing the critical role their employees play as first points of contact, they expanded the project to include staff perspectives.
PROJECT OVERVIEW
Senior designer
ROLE
1 director
2 seniors
1 strategist
DESIGN TEAM
8 weeks
TIMING
We designed concepts within each phase of the journey - which were then presented to the client for them to narrow down.
Streamlining the parent and employee experience through transparent information
The team at Petco then chose two concept directions they wanted to pursue - these two concepts were the most applicable and innovative, and suited most to their business needs.
Giving new pet parents a way to feel prepared for their impending arrival
Creating service blueprints
As part of our deliverables, we created in-depth service blueprints for the client to better understand how to enact our solutions. However, we know that blueprints are often overwhelming to non-designers, so we made them in more digestible pieces to present to the client.
Impact
Since our engagement, Petco has since launched a section of their website dedicated to the new pet parent and have included a more 'new parent' focused end cap in stores. Many of our recommendations were reflected, and our journey phases were illustrated as part of the page.
Initial research & discovery
Since our brief included both the pet parent and Petco employees, we took time to visit Petco stores in-person, speaking to different departments and employee types (such as vets, groomers & sales floor associates). Watching them interact with customers really allowed us to better understand their pain points and how we could start ideating any potential solutions to improve their day to day.
“If it wasn’t for my customers, I would have quit a long time ago; we just don’t get the support we need [from Petco]”
Vet technician, Sunset Park
The new pet parent journey
A big picture viewpoint
We wanted to better understand what the ideal journey that a new pet parent would go through - from before they adopted the pet to a few months afterwards. In this case, creating a journey map allowed us to really map out emotions, touch points and purchasing behavior all in one place.
Joys & paint points
Within the journey, we also mapped how parents were feeling emotionally; this emotional journey was key in designing long-term concepts and solutions.
To better understand the new pet parent's mindset, we interviewed a group of owners with varying levels of experience when it comes to being a pet parent. From the interviews, we could start crafting our journeys.
Interviews
Pet Center Visits
Quantitative Survey
Quantitative Research
Business Sizing
Qualitative Research
Opportunities
Experience Strategy & Blueprints
Transactional Data Analysis
New Pet Parent Journey