A subscription-based cat food delivery app that is targeted to pet parents that want the best for their feline children.
The Problem
Cat parents do not always have the time or the means to go out and buy food for their cats.
The Goal
Catto enables cat parents to have a regular and hassle-free cat food delivery experience.
My Role and Responsibilities:
Lead UX designer, UX researcher
Conduct market and user research, create user personas, wireframing, prototyping conduct user testing
The Final App
Streamlined Shopping Experience with Intuitive Search
The search feature that is complemented by prompts of related terms facilitates the exploration of desired items.
Informed by a usability study, the default payment option at checkout is set to one-time purchase, contributing to a user-centric and efficient transaction process.
Keep Your Preferred Items Handy
Add items to your favorites list so that you can easily find them all in one place.
Effortless Order Expansion
The Add items button gives you an option to add more things to your existing order without going through the entire payment process again.
Comprehensive Navigation
The Orders section in the bottom navigation panel gives you the information regarding ongoing and past orders.
The hamburger menu opens up your profile which holds your account information along with other actions like settings and help center.
To quickly plan out the elements that are needed in the app, I decided to sketch out the basic screens.
Checking if the app is delivering exactly what it has promised...
For this project, I conducted two rounds of moderated user study. One for the low-fidelity prototype and one for the high-fidelity prototype. The participants were asked to complete the following tasks:
Search for cat treats and add a cat treat to the cart.
Proceed to checkout and select the monthly subscription option
Add items to an existing order
Round 1 Findings:
The section ‘Your Likes’ can be changed to ‘Buy Again’ to facilitate ease while buying the same products.
Login screen missing
Default payment plan should be one time purchase to avoid a big charge on the account.
Round 2 Findings:
There should be an option to add items directly to the order without having to go through the checkout process.
Buyers would like to see which products have a free or express delivery option
Would like to see the Profile screen
Refining the design after usability tests
The ‘Your Likes’ Section changed to ‘Buy Again’
Default payment plan changed from monthly subscription to one time purchase
Add items option added to the order more things in the same order without having to go through the checkout process.
Who will benefit from the Catto app?
The users of the Catto app are cat parents who want the best nutritious food for their cats. They are either busy, working professionals, busy home makers, or senior citizens that have limited resources to go out and buy food for their cat every week or fortnight. They have the spending capacity to buy a cat-food subscription and have the ability or know someone with the ability to use smartphones to order cat food online.
PAIN POINT 01
“I do not prefer keeping a constant check on the amount of cat food that is left.”
PAIN POINT 02
“I am old, and I cannot travel so I must rely on my kids living in another city to order cat food online.”
PAIN POINT 03
“It would be easier to have food delivered without having to order it constantly.”
A typical Catto app lover is someone who wants the best for their cats but is unable to give them that.
Takeaways
”This app will save so much time. I would honestly buy the subscription because the process of ordering and re-ordering cat food is so easy here.”
-Ane
IMPACT
I learned about the entire process that is undertaken while building a mobile application. The part I enjoyed the most was building the high fidelity mockups and creating various interactions between screens.
LEARNING
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