UX/UI DESIGN

Nitty Gritty

"Step into the future of pet care with our monthly subscription service. It's effortless, eco-friendly, and affordable. Imagine premium pet essentials arriving like clockwork, tailored for your furry companion. No more store runs or sustainability compromises. Join us, and enjoy hassle-free, planet-friendly pet care that keeps you and your pet smiling year-round."

Overview

Developing a mobile commerce platform for Nitty Gritty, a monthly subscription service dedicated to delivering essential products for dogs and cats, while also establishing a compelling brand identity.

My Role: UX/UI Designer, Branding, Prototype

Tools: Figma, Illustrator, Photoshop, Zoom, Google Doc, Google Forms

Process

Research

User Survey
User Interviews
Competitive Analysis
Personas

Information Architecture

Sketching
Sitemaps

Interaction Design

User Flows
Wire-frames
Prototyping

UI Design

Logo
Brand Style

Iteration + Implementation

Usability Testing
High Fidelity Prototype

Problem

In recent years, millions of Americans have embraced pet ownership, with dogs and cats being the most popular choices. These devoted pet parents prioritize top-quality products for their furry companions, mirroring the care they provide for themselves. The COVID-19 pandemic spurred a surge in new pet adoptions and a growing preference for online shopping due to its convenience. As lifestyles evolve with more time spent at home, the desire for efficiency has become paramount. Pet owners, in particular, are seeking quick and hassle-free access to essential supplies for both themselves and their beloved pets.

Solution

Design a user-friendly mobile app for effortless monthly pet product subscriptions. Users can personalize their packages, enjoy cost savings, ensure a steady supply of pet essentials, and embrace sustainability with eco-friendly choices.

Goal

  • Research the industry and users

  • Create a trustworthy, informative, yet friendly brand

  • Design features to be accessible, intuitive, and natural to user's need and patterns.

  • Customize options for subscription packages.

  • Observe user behaviors with the app.

User Surveys & Interviews

Participants: 20
Ages: 18-45
Pet parents that own a dog or cat, tried subscriptions, prefer everything organic and simply love their pet.

The following where the results that standout the most:

61% of users are dog owners

39% of users are cat owners

68% of users shop online

32% of users shop in-store

42% of users have tried a subscription service for their pet

53% of users work from home and spend a lot of time with their pets

Millennials and Generation Z are the primary demographic for pet ownership, valuing convenience, cost savings, and comfort. They embrace innovation and personalized experiences, often being higher earners. They prioritize aesthetics, support causes, and are open to sustainable, eco-friendly, organic, and natural pet products.

Analyzed and compared most popular pet subscription services, to understand strategies and goals in market. Identified opportunities of improvement to create an upgraded unique experience with Nitty Gritty application design.

Competitive Analysis

User Persona

Data was collected from surveys and interviewing a group of users, to create a user personas who represented an ideal user of the application.

User Flow

Site Map

I leveraged my research as a basis to explore a multitude of creative ideas, refining them through continuous iterations.

Sketches & Wireframes

Homepage

  • Implemented tabs for a streamlined user experience, reducing the need for excessive scrolling.

  • Included a "Subscribe" option in the navigation bar for easy visibility and quick access to subscription plans.

  • Added an attractive box pattern to improve user navigation and reduce scrolling. Click on each box to get more details on specific topics.

Subscribe

  • Introduced tab categories featuring comprehensive information about our subscription plans for a simplified user experience. Also, personalized the "My Dog" section to streamline plan selection, reducing unnecessary steps.

Low Fidelity Wireframe

Brand Development

Logo/ Color Palette/ Typeface/ Buttons

User Testing Results

Upon completion of first rendered prototype, we began user testing.
Below are the most outstanding pain points and feedback.

  • Overall simplified, easy navigation

  • Loved the color pops design aesthetics & simplicity

  • Users wanted to see product imagery of the Nitty Gritty box to understand what they will be receiving

  • Users also needed a more detailed product description

  • Users confused with saving shipping information

  • Revamp buttons with descriptive text like "Continue to Payment" to clearly convey the user's next action

Iterate

Product details & image - Users want to see the products they will be purchasing and full product details. Simulation when purchasing an individual product.

Before

After

  • Highlighting important variables of the subscription

  • Added product image

  • Improved product description

Shipping info & next steps - Users had some confusion after pressing the save button, they didn't fully understand they had to keep scowling to see order summary and then continue. Also, we wanted to continue showcasing products image so users can make a quicker purchasing decision. We modified the last button copy to indicate what the user will be need to fill out next.

  • Modified save button into a simple check box with a short description

  • Added product photo and item descriptions for reference

  • Revamp buttons with descriptive text, conveys users next action

High Fidelity Prototype

Overview & Onboarding

Nitty Gritty: Simplifying Pet Essentials. Modern. Convenient.

In just a few clicks, pet parents can create an account, personalize, and subscribe to their monthly must-have box.

Get Informed

Discover everything about us in one simple, intuitive screen. Click on each box to dive deeper.

Subscriptions Made Easy

Subscribe for monthly products.

Choose a Nitty Gritty hand-picked must-have box or create your own.

Track Your Box

Stay Informed with package updates. Track Your box, know shipment dates, and monitor your delivery's location.

Manage Your Account

Total account control at your fingertips. Modify or cancel subscriptions, manage payment methods, update shipping details, and access purchase history.