Just Food for Dogs — George Yoon

Company Value Proposition

Just Food for Dogs is a human-grade pet food retailer with a line of veterinary-developed recipes and supplements. They are the only human-grade pet food retailer that discloses product recipes to their customers thru their DYI products which also include necessary supplements for each recipe.

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Problem Statement

Majority of pet owners feed their pets processed pet-grade food. How might we raise more awareness in the options of either cooking or purchasing human-grade pet food?

Competitor Analysis

Initially, I started off by conducting online research by putting together a competitor analysis to identify certain areas of opportunity for some of the currently existing products more specifically the DIY Kits which are the only currently existing products that require the owner to cook the recipes provided online and on flyers. The quantitative research verified that pet-grade food is the more dominant choice for pet-owners.

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Identifying Key Business Features

To further verify initial assumptions and to clearly identify areas of opportunities for the DIY products I identified key business features of Food Just for Dogs and its competitors such as where the product is currently being sold, grade classification, and whether veterinarians prescribed their products.

Identifying Areas of Opportunity

To identify existing and non-existent areas of opportunities I synthesized several key variables (In-store, online, grade classifications) and positioned existing and non-existent DIY product vendors within the scope of those variables.

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Validating Initial Assumptions

In an effort for further validation of initial assumptions, I conducted an online survey to identify various quantitative data about user demographics and shopping behaviors. An unexpected discovery during this research was how the most popular contribution by veterinarians was to prescribe pet-grade food or medication for certain conditions.

Affinity Board

For my qualitative research efforts, I conducted 10 user interviews varying from dog and cat owners. I created an affinity board to organize key data points from the interviews and organized them by categories. During synthesis, I discovered an unexpected additional problem that needed to be addressed since it had a strong correlation to the problem statement.

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Provisional Personas

I created 3 different types of personas based roughly from the users interviewed which vary on demographically.

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Hypothesis

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Minimal Viable Product Solution

For the DIY products, I recommended digitizing the current cooking guide which is currently a printed flyer that is also downloaded as a PDF from the company website. As QR codes have gained popularity due to the pandemic, a QR code on the actual DIY product would provide more convenience in the engagement with the product in addition to providing a portal to additional products. As a second step, the cooking should be digitized to further enhance the cooking experience by providing a video guide and an ingredient list that can be conveniently sent to a users mobile device.

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The Pivot

For the Vet Portal, I recommended that the portal is expanded to include pet owners and to rename the portal VetConnect. The portal profiles can be set up by company mediators to engage with both parties. Enhancing this portal would help to educate veterinarians on human-grade and possibly recommend it as an alternative to pet-grade.

Feature Prioritization for DIY Products (MOSCOW Method)

For the DIY products, I utilized the MOSCOW method to prioritize product features.

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Feature Prioritization for VetConnect Product (Effort and Impact)

For the VetConnect product, I utilized the Effort and Impact method to prioritize product features.

User Journey (DIY Products)

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User Journey (VetConnect)

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Sketches and low fi wireframes

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Hi fi mockups (Cooking Guide) / Figma app

Hi fi mockups (VetConnect) / Figma app