Design process

01 DISCOVER

Background research

In the UK, the level of pet ownership reached an unprecedented high of 62% in 2021 and 2022. Additionally, with the rising population of pets in the UK, consumer spending on pet food and related products and services has also increased.

Competitive Analysis

Starling

Overview

In the UK, online banking applications provide services for spending, saving, and managing money.

Pros

You can easily visualize your spending patterns through charts.

Cons

Complex application process.

Monzo

Overview

In the UK, internet-only banks allow account opening with just a passport, regardless of immigration status.

Pros

Monzo provide a clean interface with a convenient and user-friendly design.

Monzo provide a monthly expense summary for your convenience.

Cons

There have been frequent issues with account closures.

Cash deposits are not accepted.

Revolut

Overview

Its main services include currency exchange and money transfers.

Pros

It offers a cashback service called "Rewards" to provide additional benefits to its users.

Cons

Cash deposits and withdrawals are not available.

It is difficult to connect to customer service and it takes a long time to receive feedback.

Survey

According to a survey conducted among 61 pet owners, 44% of respondents, which represents the majority of pet owners, expressed having a financial burden when it comes to pet care expenses.

Check the survey

Among the 61 respondents, 30% of pet owners were saving money for pet expenses, while 34% of respondents were not currently saving but expressed an intention to do so in the future.

The reasons for not saving varied, as indicated below.

The pet is still young.
Not currently engaged in economic activity.
The pet has not required significant expenses except for occasional illness.

According to the response results, the most significant expense while raising a pet is veterinary care, accounting for 44% of the responses.

Veterinary care (44%)
Food and treats (40%)
Supplies purchase (8%)
Grooming expenses (6%)
Other expenses (2%)

User Interview

Based on interviews with five pet owners who currently have pets, all five of them expressed feeling a financial burden when it comes to pet care expenses. They spend the most money on veterinary treatment, and they are particularly concerned about significant expenses like surgical costs. As a result, two of the pet owners were actively saving specifically for their pets to prepare for these major expenses.

Dahye Jung 30, Nursery school teacher

Junghee Lee 59, Housewife

Dahye Jung 30, Nursery school teacher

When I raised my senior dog, I had to spend a lot on veterinary expenses due to various illnesses. Even now, living with my 9-year-old dog, I wish there were services available that provide information on animal healthcare and financial assistance. It would be great to have access to such services.

Sihyeong Cho 31, Ph.D. Student

I am currently raising a 10-year-old senior dog who experiences seizures, so I have to visit the vet regularly. It's a lifelong condition that requires ongoing management, and I have a lot of concerns about it. The treatment expenses are also putting a financial strain on me, making it a challenging situation.

Junghee Lee 59, Housewife

I haven't enrolled in pet insurance because I have heard many people say that the benefits don't justify the premiums paid.Instead, my family and I are saving money together for our dog's needs.

Eunhye Ahn 30, Nursery school teacher

I have obtained insurance for my dog, but the veterinary expenses for a condition that does not meet the insurance conditions were not covered.I am not sure about the necessity of insurance and I am concerned about how to take care of my dog in the future.

Sohee Lee 30, Student

I haven't enrolled in pet insurance because I have heard many people say that the benefits don't justify the premiums paid.Instead, my family and I are saving money together for our dog's needs.

02 DEFINE

Affinity Mapping

I have organized the opinions gathered through user surveys and research using affinity mapping. Users expressed the highest concerns and burdens related to pet veterinary expenses, and there were many opinions indicating a desire for economic assistance.

Feature Prioritization

Based on the key insights, I have identified the most important priority features to address the user's needs and pain points.

Persona & User Journey

I created personas and user journey maps based on interview insights andaffinity mapping to better understand our target audience.

03 IDEATE

Sketches

To address the question of how to provide assistance in reducing the financial burden on pet owners, we have translated our concerns into concrete sketches that aim to enhance user convenience and feature a memorable design.