“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]”
Designing a support system for the new pet parent
Holding the new pet parent’s hand as they undergo a huge lifestyle change
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.
One key thing they also wanted to understand was the employee vs the customer experience; we needed to ensure to listen to the voices of their employees just as much as the voices of the customer. Our in-depth research and strategic blueprinting significantly shaped the development of their newly launched ‘New Pet Guide.’
In order to truly understand the new pet parent, we interviewed 12 pet owners to better empathize with their journeys. We did some (rare for 2022!) in-person research across multiple Petco locations within the New York City area.
We needed to see firsthand how Petco employees interacted with customers, as well as get a better understanding of the ‘back of house’.
In order to truly understand the new pet parent, we interviewed 12 pet owners to better empathize with their journeys. We did some (rare for 2022!) in-person research across multiple Petco locations within the New York City area.
We needed to see firsthand how Petco employees interacted with customers, as well as get a better understanding of the ‘back of house’.
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
Impact
Since our engagement, Petco has since launched a section of their website dedicated to the new pet parent. Many of our recommendations were reflected, and our journey phases were illustrated as part of the page.
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.
Engaging phases
We wanted the intention of the kit to come across, so we included an intro and how-to guide when users first open it.
Employee & parent channels
We layered channels onto the journey map so that we would always have a link to Petco employees and how they interacted with them during their journey.
Joys & pain points
Before launch, we asked our teammates to create a few flows using the kit; these examples were then included so that kit users can see a few scenarios.
Bringing concepts and ideas to life
My Pet 360 + Pet Parent 360
The ‘New Parent’ Pet Registry
Streamlining the parent and employee experience through transparent information
Giving new pet parents a way to feel prepared for their impending arrival. Oft
We took the approach of designing ‘wide’ before narrowing down; that way, we could explore any possible avenue for design. One of our biggest innovations at the start was designing a more character based space for 6 and under; most kids that age aren’t looking a wide range of content.
We took the approach of designing ‘wide’ before narrowing down; that way, we could explore any possible avenue for design. One of our biggest innovations at the start was designing a more character based space for 6 and under; most kids that age aren’t looking a wide range of content.
The phases of the journey influenced our concept phase; these concepts kept in mind both parents & employees.