PET GO Xinye Jiang /April 29th 2020
Creativity & Originality • There are many existing problems with passengers bringing pets on taxi in China, especially large size of dogs • Personal experience • Drivers should have working experience with pets or should at least have their own pets (well-known/basic knowledge about pets) • An application designed to offer tailored taxi service for pets/pet owners and etc • More convenient, save more time • More sanitary
Motivation • Creating an app that helps pet owners to carry their pets around without being refused/paying extra fees. • Better riding experience for both pets and pet owners. • Pet safety and drivers’ safety (more reassuring service ） • Prejudice against pets and pet owners (charging extra fees, disrespectful against passengers) • Reasonable prices • Targeted customer service • Targeted smaller group of users but more accurate (starting in one city first)
Literary Research • Dogs are treated more like human children • Shanghai is home to one million pet dogs • Two-thirds of pet owners are 35 or younger • Statista graph provides a good insight on the massive market size of pet-related businesses in China from 2012, with projection until 2022 • 190 billion yuan in 2019; 213.8 billion yuan in 2020 • It is posed to grow by 20 billion yuan year on year • Showing a very good insight and support the creation of the app • Chinese pet owners, in 2019, spent 202 billion yuan, an increase of 19 percent compared to the previous year, on their pets • It is projected that by 2024, China will have 248 million pet dogs and cats which present a good opportunity for business owners to enter the pet care industry • Didi Chuxing caters to over 30 million riders daily • The use of a digital platform has become an essential utility for many Chinese urban dwellers depending on ride- sharing services. • Pet owners are overwhelmingly comprised of women (88%); this will help in the design and functionalities of the app • Drivers are generally not assured that eery will be protected by Chinese labor law as at present, there is no category or employment classification they fall under
Market Outlook • Competitors (Didi Chuxing) • Largest and most robust ride-sharing app in China at present • Do not have a clear policy on allowing pets on cars • This lack of clarity and enforced policy makes Didi a potential competitor • Demand • Definitely a market for the proposed app • Market size of pet-related business in China in 2019 was over 200 million yuan • Pet owners spent 5016 yuan on their pets yearly • According to the research, pet owners in China usually have a large disposable income and like to “spoil” their pets to “flaunt their newfound wealth” (Beech). • Pain points at present • Huolala ( 货拉拉） - usually bad riding experience ; cars are usually used for house moving so often dirty and more expensive than taxi • DIdi - some drivers allow pets on but some do not ; takes long time to communicate/confirm • Cars are too small • Drivers are afraid of/ allergic to pets • Drivers are concerned about how to clean the car • Drivers will worry about potential complaints when traveling with pets • No security features for pets • Charging more fees
Market Outlook • User group targeted • Pet owners who would spend a large amount of money for their pets usually live in big cities like Beijing or Shanghai. • Shanghai will serve as a pilot city for this app since Shanghai is already a home for 1 million pet dogs and that 2/3 of the pet owners are 35 or younger • Making Shanghai a perfect option for being the pilot city • User persona • User A is 27 years of age and is an office worker with white collar income. User A’s family owns a large dog, a Golden Retriever, that needs to travel to the groomer to be bathed every two weeks. User A’s problem is he does not know where to find a taxi that allows travel with a large dog and he would often waste a lot of time seeking options that provide that convenience. • User B is 45 years of age and owns his own car. He does not allow his pet inside the car due to the fear that his pet will scratch the interior and cause damage to the leather. However, he likes to take his pet dog to parks to play. He is hoping that there will be a service that will allow traveling with pets. • User C is 35 years of age and wants to provide pet pick-up service so that his store will gain a competitive advantage. However, he cannot find a service that specializes in pet travel. • User D is 16 years of age and has a dog. His parents are often busy and cannot take him and his dog to the groomer or veterinary office. Since he is only 16, he cannot drive himself. He often has to go through the complicated process of looking for a driver that would allow his pet dog to ride the car. • User research • Web-based questionnaire • Interviews • Focused group of 6-8 people for app user testing
Methods • Interface design using Sketch and Adobe XD • User Scenario • Storyboard • Paper Prototype • User Persona • User Research & User Testing • Market research (through literature & real life examples) • Poster design using Photoshop/AI
Where am I at? • Mostly done with the entire paper (need some revision and a title) and currently working on the interface • Basically finished the Passenger’s version of the app’s interface design • Ready to work on the Driver’s version • Now • Before
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