Ideal Experience of Dog Owners

Crafting the Ideal Experience for Dog Owners

Design Researcher
3 Months


In this project, we wanted to understand what makes a great experience for dog owners. We did a lot of research, conducted multiple user interviews, and watched how they interacted with their dogs and what their pains, gains, and jobs to be done were. We learned about the special bond between humans and their furry friends.

Understanding The Problem

Recognizing the need to identify potential challenges and needs, we focused on understanding the diverse ways dog owners address their dogs' needs and issues. Our goal was to develop a research framework that would aid businesses in creating products that meet these needs effectively. By analyzing the varying approaches to dog care, we sought to uncover underlying patterns and common pain points that could inform product development and business strategies.

"How might we identify and categorize the diverse needs of dog owners to better inform product innovation?"
Amy Varghese: Design Strategist, Valentina Cortés Acuña: Creative Business Specialist, Deana Mary: Creative Business Specialist, Service Designer.
Understanding the Process
  • Defining Problem Statement
  • Secondary Research
  • Observational Ethnography
  • Discussion Guide
  • Primary Research
  • Cultural Probe
  • Sensory Cue
  • Data Coding
  • Data Affinitization
  • Curating Research Framework
  • Communicating Research Findings
  • Finalising Framework Handbook
Tools & Technologies
Figma Miro Adobe Illustrator Zapier

Our Response

To gather empirical data, we conducted observational ethnography in several dog parks around Savannah, observing the natural interactions between dogs and their owners. Additionally, we used cultural and sensory probes, which included three distinct activities designed to extract detailed insights about the owners' experiences and the dogs' sensory responses. This hands-on approach allowed us to collect nuanced data directly from the subjects in their natural environments.

The Result

The collected data underwent a thorough process of coding and affinitization, which helped us identify core themes and insights. These findings were then used to construct a detailed research framework that addresses the identified needs of dog owners and their pets. This framework enables businesses to devise targeted strategies and develop products that are more aligned with the needs of dog owners, thereby enhancing the viability and impact of their offerings in the market.


User-Centric Design

Emphasizing a user-centric approach, we gathered insights directly from dog owners. This ensured that our design decisions and ideation processes were grounded in the actual needs, preferences, and experiences of the target audience.

Affinitization for Focus

The affinitization process, moving from yellow to blue and then to green stickies, allowed us to distill and prioritize information efficiently. By grouping insights into meaningful clusters, we gained a clear understanding of overarching themes, enabling targeted focus on essential aspects of the dog owner experience.

Framework as Guiding Compass

The creation of a comprehensive framework served as a guiding compass for ideation and development. This consolidated document encapsulates all research findings, providing a strategic roadmap for designing and enhancing an ideal experience for dog owners.