BARK Client Project
Market & Trend Research | Customer Insight Development | Product Innovation and Design
The Problem
How do we help ease the transition into post-pandemic life in the context of dog ownership and separation?
The Solution
We worked alongside dog subscription-box client BARK to develop and introduce a service that will help dog-owners build confidence and trust in the wellbeing of their dogs and in themselves, easing the transition into post-pandemic life.
Research & Discovery
Market & Trend Research
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In the last 10 years, the pet industry has nearly doubled. In 2021, the total pet industry is set to reach $110 billion USD.
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The total expenditure on Valentine’s day gifts for pets rose 16% from 2019 to 2020, reaching $751 million USD.
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49% of dog owners reported adopting products into their lifestyle to save time on pet care.
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75% of pet owners seek out eco-friendly options for their furry companion.
Qualitative Research
1) Nine 60-minute exploratory interviews with first-time dog-owners.
2) In-field observations exploring pet product usage and daily routines surrounding the dog.
3) Projective collage exercises where dog-owners illustrated their dog's perfect day while they are not home.
Our Participants
Exploratory Interview
We conducted nine exploratory interviews into dog-owner’s lives. We looked at many topics ranging from motivations for getting a dog, to routines with the dog, to the biggest challenges participants face as dog-owners.
"I do wish that there was a 24 hours question and answer vet service thing. If I just have a super quick question or if I'm like, hey, his poop looked a little bit weird.”
— Jordyn
"If he's happy, it's one less thing I have to worry about because I know he's enjoying and having a good time."
— Nick
"He [the dog] has an extra dog bed that was 100% an impulse buy...he never sleeps in it."
— Jordyn
Dog Product & Daily Routine Observation
We observed dog-owners and their dogs in their homes. We asked to see daily routines, specific dog products and dog food.
Projective Collage Exercise: Your Dog's Perfect Day
We asked participants to think of their dog’s perfect day alone and to create a collage of Google-searched images. This method allowed for a deeper dive into consumer feelings and allows for more effective insight development.
Insight Development
Through our primary and secondary research we were able to develop key customer insights.
Process Map Framework
Our insights led us to see dog ownership as a multi-stage process, which we then developed.
Ideation
After discovering the opportunity, we started the brainstorm process. We came up with a variety of ideas for BARK that would help fulfill their customer need.
Our final idea
PAW-ME-DOWNS
This solution includes the option of filling up an old, previously received box with unused or gently used dog accessories, and return it to BARK.
All returned boxes will be collected by BARK, and they will clean and sanitize all the accessories received. Then, BARK will sort all the secondhand products, and new boxes will be created based on the loose preferences indicated by Paw-Me-Downs program members.
These boxes will then be shipped out to all other members of the Paw-Me-Downs program who have sent in at least one box.
The contents of each of the boxes will act as surprise to anticipating dog-owners, and they will not know exactly what they are getting each time.
This will be a continuous process where dog-owners can keep sending and receiving boxes, while communicated with each other through notes placed in the boxes.
This solution, which leverages BARK’s existent infrastructure, promotes and creates an exciting, sustainability-focused and welcoming dog-owner community.
A designed promotional cover story can be seen here.
The Service Lifecycle
We created a lifecycle to help explain our service to the client.
SUMMARY
With Paw-Me-Downs we hoped to create a sustainable, joyful, and supportive community.
Our service will empower our users to actively practice sustainability to better the dog-community and planet as a whole.
Our service will be your Santa Claus, delivering surprise gifts that bring excitement to both you and your dog.
Our service will provide an easy method to explore and declutter a variety of accessories until the paw-fect matches are made.
katzdor@sas.upenn.edu
+ 1 (646)-508-3519