Research
Who are the target users?
of the pet owners in China are aged between 25-34
of the pet owners in China are single
The pet funeral service market in China needs improvements
Expensive cemetery 💲💲💲
Lack personalization 🚫
Market unregulated 📉
pet owners are willing to pay for aftercare services
After secondary research, we found that pet owners not only need better pet funeral service, but also therapy.
Pain Point
Pet owners find it difficult to locate the specific services they need, going through a great deal of effort to communicate with staff, which makes the process of preparing for the funeral very stressful.
Analysis
How can AI be integrated into our design?
100%
think a ceremony for lost pets comforted them and helped reduce their negative emotions
80%
don't want a replacement of their pets (i.e. AI, virtual)
What are the major directions we can explore?
1
2
Ideation
User persona & Empathy Map
What is the user journey and what stages/scenarios should we prioritize based on previous findings?
A step by step user journey map detailing everything from before pet's passing
Design Strategy
Employ a system to sort out and rank user flows using Kano Model and Maslow's hierarchy of needs.
What do the users care about the most? What can be put aside for now?
We asked 7 interviewees to rate what they feel about providing a solution for each of the pain points, and summarized opportunities using a Kano model. After that, we fit the performance requirements and attractive requirements into Maslow's Hierarchy of Needs.
Identify three main needs and create user flows
Based on the top needs we summarized from Maslow's Hierarchy of Needs, We created three user flows and storyboards to illustrate the three features.
User Flow 1: Matching the best store with AI recommendation algorithm based on user customized needs
User Flow 2: Saying goodbye to the deceased pet through AI-generated online ceremony and connecting with a psychic
User Flow 3: Exploring and filtering possible funeral services available
Design
High-Fidelity Prototype
Personalization - Match the user with stores based on their needs, and offer seamless messaging platform.
Connecting with a pet psychic
Animation Exploration: Creating a smooth transition while waiting for the digital ceremony to load, and a soothing effect to calm the users down.
