The Challenge

Business Goals

As competitors entered the dog DNA market, Embark sought to stand out by emphasizing the bond between dogs and their owners. I led efforts to shift the user experience from science-focused to an emphasis on storytelling.

Hypothesis Statement

Shifting the focus from science and statistics to storytelling and connection will set Embark apart in the dog DNA market, boosting engagement with pet parents and leading to higher customer retention and market share.

Generic Content

The dog owner experience is overloaded with generic content and graphics that don't effectively convey users' dogs' unique genetic makeup or needs. As a result, users may feel frustrated or disengaged, diminishing the effectiveness of the UX.

Repetitive UIs

In the current user experience for pet parents, navigating the site can feel disorienting due to repetitive screens. Additionally, the multi-level top navigation occupies much space, and the embedded sub-navigation could be overlooked.

Discovery

I started this project by auditing the current user experience and distilling the existing functionality into groups. I then combed through our user research repo to find supporting (and unsuppportive!) research to steer my recommendations.

Peer Input

Once I had established a point of view, I sought feedback from my peers, including PMs, product designers, creative designers, and engineers. I ran a mini design sprint, encouraging participants to “reimagine” the current UX through existing features.

Connecting the Dots

Using mid-fidelity wireframes, I aimed to create a dashboard experience that provides comprehensive information about one's canine companion in a more meaningful way, unfolding like a series of chapters, each revealing unique aspects of each dog.

Telling a Story

Instead of solely relying on complex science, which can be challenging to grasp and intimidating for users, Embark could use storytelling to set itself apart by fostering connections based on a dog's DNA, making the results experience more relatable.

Life Stages

I then introduced the concept of “Life Stages” in the new product UX to better communicate the distinct needs and behaviors associated with each life stage, allowing owners to anticipate and address their dogs' evolving needs more effectively.

Building Bonds

Next, I introduced the concept of “Challenges” to the UX. Engaging in physical activities together not only benefits the health and fitness of both dogs and their owners but also strengthens their bond through shared experiences.

Seeking Signal

Considering the significant departure from the current user experience, testing this new approach before investing resources into developing new UI components and functionalities without validation is vital. How can we simplify the proposed UX into an MVP to gather feedback from real users?

MVP, Baby

I collaborated with my lead PM and engineers to identify the essential elements of the proposed UX/UI for our storytelling approach. We reviewed each screen, assessed development needs, and simplified components where necessary. Together, we created a testing strategy to gather user feedback quickly