NEIBAUER
THE CHASE DOG CLUB
Desktop & Mobile Website Build
How might we make it easier for new clients to enroll?
OVERVIEW
The Chase provides dogs with daytime and overnight care plus grooming services in Oak Grove, Minnesota (30 miles north of Minneapolis). This fast-growing business sought to update/reorganize its website to better reflect the company’s offerings and ethos.
Competitive analysis, ideation, and multiple rounds of user testing and interviews led to a mobile-forward website on Wordpress which prioritized a new video of the facilities, improved user flows, and, as requested by the owners, moved away from a "cartoony" feel.
CLIENT
The Chase Dog Daycare, Hotel & Spa
TIMELINE
Oct. - Dec. 2022
MAIN OBJECTIVE
Reduce confusion for new enrollees
MY ROLE
This was a solo contract project which included:
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Management (sprint planning & reviews)
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UX research (competitive audit, interviews & testing)
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Lo-fi prototyping
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Design & front-end development
Tools Used:
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Zoom
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Otter.ai Transcription
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Google Sheets
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Figma
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Miro
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Adobe CS
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Wordpress
UNDERSTANDING THE USER
Empathize
Users of The Chase's website are:
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Married
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In their 30s
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Own 1-2 dogs
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Ramsey County residents
I mainly used qualitative data to empathize with website users. I conducted a Content Audit, Competitive Analysis, and User Testing. Unfortunately, Analytics data were not available to aid in benchmarking.
THE PROCESS
Define
Potential clients of The Chase need to quickly and confidently assess the facilities and offerings in order to attend to more pressing matters, such as working from home or making vacation plans.
An empathy map helped define the objectives
Pain points to address in the new design:
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Users not clear how to tour/enroll/schedule/book
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Users lost trust in the site when they couldn’t find images of the facilities
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Users don’t know when they can drop off or pick up their dog
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Users find the imagery to be blurry, uninspired, or missing altogether
Ideate & Prototype
Considering the objectives at hand and the priorities for stakeholders, I created an initial wireframe for the home page and presented it to decision makers with rationale for my decisions.
The site's structure wasn't in need of much reorganization, but the content within pages did need some tweaking.
Similar to the home page wireframe, I planned out other pages with similar goals of prioritizing dog imagery, consolidating information, and presenting clear/scannable pricing.
Test
I ran three moderated user tests to get feedback from representative users.
Testing Highlights
Home page:
--coming soon--
Enrollment page:
--coming soon--
Testing illuminated a few issues to correct, such as buttons not functioning properly. Once those updates were made, it was launch o'clock.
Implement
RESULTS & OPPORTUNITIES
100%
Increase in task success rate for "How would you enroll your dog at the Chase?"
😊
Shortly after the redesigned site was launched, the owner acquired a new client who credited the website for convincing her that the Chase was a safe, qualified facility for boarding her dog.
Testing/Research Opportunity:
--Coming soon--
?
!
Design/Development Opportunity:
--Coming soon--