KONG PawPath App
Throughout the project, the main focus was discovering what was missing from the KONG brand, what needed improvement, and the users’ pain points. As a result of the research, I found the opportunity to create an app to ensure brand loyalty and encourage users to collect points while they do their daily walks with their dogs, finally using those points to purchase and try out new products.
Overview
Role
Team of 3 for the User and Brand Research
Sole designer for the entire Product Design from Conception, Design, and Testing
Timeline
2 months
Methods
Photo Journal
User Interview
Persona creation
Storyboarding
SWOT Analysis
MoSCoW Method
Wireframing,
Style Guide creation
Usability Testing
Tools
Figma
Illustrator
Miro
Google Suite
Prototype
Discover
The Kong Company (stylized as KONG) is an American company headquartered in the state of Colorado that develops designs and produces lines of dog toys and cat toys. Its primary line of product is a snowman-like chew toy for dogs also named Kong.
Photo Journal
Due to having the pet owner and the pet as our subjects, the photo journal helped us have some great discussions and interviews. We learned a lot from our owners and through the videos, and we learned even more from their pets. Then we move on to the interviews and surveys to find more data about the brand and its users' pain points. Meet Mingo!
SWOT Analysis
After a couple of interviews, survey findings, and reading reviews online, I created a SWOT analysis to see where the opportunity lies.
%208.jpg)
Define
Persona
We have conducted four 30-minute interviews with 12 questions that were created with Google HEART Model. The aim was to understand user goals, needs, and challenges. To summarize all the data, we made a User Persona.
%2010.jpg)
User Journey
I feel the need to see what the users journey was, I created a very broad user journey to understand their current experience with the brand.
%2012.jpg)
How Might We…
provide incentives to new and returning customers
Develop
Storyboard
Lucy ordered her first product with KONG and was informed that a CHALLENGE will be sent with her order. She receives the order and opens the box. Alongside the toys she ordered, she finds an envelope with a QR code on it that says First Challenge: 3 Miles.
She downloads the app, gives her and her dog, Coda's info, creates a walking schedule for them. She thinks "I walk every day with coda anyway, I can just try this out!"
She accepts the first challenge, starts walking, and collects points to redeem coupon and discount codes to use kong.com for her new purchases.
MoSCoW Method
Mood Board
Style Guide
UI Design
Sketches
Low Fidelity
High Fidelity
Test
Usability Test
