PET OWNERSHIP
“Taking care of her, just having her around makes life worth living � - Deris, SCAD student
ACKNOWLEDGMENT We would firstly like to thiank all the dogs of savannah who have helped us understand them and been patient with us, their owners for giving us their time and our professor Hari, for guiding us through out the project.It will always be a memorable project since we got to work with dogs. We also got a chance to meet pet store owners and managers who gave us their inights and helped us in our reserach. Thank you to everyone who helped us in any way possible.
CONTENTS
Introduction 01. 02. 03. 04.
The Research Team Introduction Umbrella Question Framing
Secondary Research 06.Number and Statistics
Primary Research 07. 08. 09. 10. 11. 12. 13. 14. 15.
Eco system map Mind Map Stakeholder Map Swot Analysis Eras Map Journey Mapping Observations Interviews Cultural Probe
Analysis & Synthesis 16. Individual data points 17. Insights
Concept development 18. 19. 20. 21. 22. 23. 24.
Concept sketches Sketches - Concept 1 Prototype - Concept 1 Testing - Concept 1 Sketches - Conccept 2 Prototype - Concept 2 Testing -Concept 2
Final concept 25. Final concept renderings
THE RESEARCH TEAM
Nitesh Kashyap
Pavani Chandak
Sruthi Sangaraju
M.F.A Industrial Design
M.A Design Management
M.A Design Management
“ Dogs make me happy ”
“ I have met so many dogs here in savannah and I wanted to do something for them ”
“ Dogs make me happy ”
PET OWNERSHIP Over the years, pets have evolved from being a strange and wonderful distraction to an integral part of families all over the world. As human populations have grown, so too have pet populations, and with so many pets on the planet it’s fascinating to see just how this population is increasing
UMBRELLA QUESTION Understanding pet owner relationship and creating opportunities to enhance the pet owners experience.
SUB QUESTIONS Understanding Pet Owner relation and the unarticulated needs to enhance the experience Touch points and pain points of the owner and the needs and wants of the pet Analysing pet behaviour and patterns to improve pets overall health (emotional, mental and physical )
FRAMING
Problem Statement Pet ownership in U.S is increasing rapidly but the responsibility and guilt which come with owning a is what troubleming the most pet owner. Our research shows that most millennials have a dog as they live alone and need some companionship. The main problem which most pet owner had was about leaving the pet alone at home.
Target Aundience Our main target audience are people who are time crunched and have to leave their pets alone at home for long work when they are away for work and has major worry about leave the pet alone.
Purpose Our team wanted to understand the pain points of the pet owners with pet ownership and relieve the pain by enhancing the experience.
Scope After our secondary and primary research with pet owner we got a better understanding of the problem and what is the gap with the pet owner and market.
Opportunity Statement There are many aspect to focus on leaving the pet alone from both pets point of view as well as owner's perspective and develop different product or services which can be help for both and proves the relationship
SECONDARY RESEARCH
Pet ownership in the US has morethan tripled since the1970s.
More than half of all Americans have a dog or a cat in their home
Americans spendover $50 billion per annum on their pets
STATISTICS AND NUMBERS
Household penetration rates for pet ownership in the U.S from 1988 to 2018
80% 68%
70% 60%
62%
62%
2008
2011/2012
68% 65%
56%
50% 40% 30% 20% 10% 0% 1988
2013/2014
2015/2016
2017/2018
Number of dogs in the United States from 2000 to 2017 (in millions) 100 89.7 80 68
73.9
74.8
2004
2006
77.5
78.2
2008
2012
83.3 77.8
65
60
40
20
0 2000
2002
2014
2015
2017
Pet Ownership by gender
51% Men 49%
No Pets
1+Pet 42%
Women
58%
0
10
20
30
40
50
60
PRIMARY RESEARCH
OBSERVATIONS We started our reserach by observing how dogs behave with their pets. We watched pets in the houses and on streets with thier owners. The behaved differently with their owner around and differently when the owner is not around. These observation helped us come up with insights to furthur work on our project.
ECO SYSTEM MAP Eco system map is a systematic representation if the pet and his owner, in the region the reserach will be conducted. It helps us understand the project on a whole and gives us clear idea about what exaclty we are looking for. This will help us formulate our reserach and take the next step forward.
SAVA
OWNER problems faced
OWNER
DOG
NNAH REGION
Relationship Interaction Understanding problem areas
DOG dog behaviour when alone at home
RESEARCH QUESTIONS
DOG
OWNER
To understand dog behaviour
To understand dog ownership
we framed question to understand pet behaviour thorugh the the owner. To understand thier behaviour pattern and needs and wants.
We then asked the owner the tocuh points and pain points of owning a dog. This was to understand how we could bridge the gap and enhance the relationship.
Relationship between dog and owner
RELATIONSHIP INTERACTION
And lastaly we studied and researched the relationship between the dog and the owner. We looked at the acticities they do together and the interaction they have between with each other. We also looked at the emotional aspect of both pet and the owner when they are not with each other.
MND MAP
STAKE HOLDER MAP
PET COMMUNITIES INSTITUTION
VETS
GOVERNMENT
NGO’s
SOCIETY
PET EVENTS
PET SALONS OTHER PETS
TRANSPORT
PET CAFES
PARKS PET OWNER
TRAINERS
FOSTERS
PET STORES
DAY CARE CENTERS
RESCUE CENTER
PUBLIC SPACES
RESTAURANTS
ADOPTION CENTERS SOCIAL CIRCLE
OTHER PETS PET PRODUCT COMPANY
CORE
DIRECT
INDIRECT
Stakeholder map was done to understand every person directly or indireclty related to our reserach topic. It also helped us identify our potential interviweres, people we eould interview, people we need to observe and other reserach related clarity It is a good way of looking at the project in term of the user and the surrounding society.
SWOT ANALYSIS MAP Swot ananlysis is understanding strengths, weakness, opportunity and threats. With this tool it was easy for us to understand the opportunites which gave us an open direction to understanding the needs and wants. We used this tool both on the dog and its owner.
PET - SWOT ANALYSIS STRENGTH Basic Necessities Companionship Emotional Support Security Health & Lifestyle
PET OWNER - SWOT ANALYSIS
WEAKNESS
STRENGTH
Dependent
Companion
Emotional attachment
Protection
space
Health
Seperation / abandon
Emotion support Love & Affection
Family
WEAKNESS Responsibility Mess Commitment Sepertation Emotional attachment Expense
Socialzing
OPPORTUNITY Pet - Owner Relationship Emotional support Seperation Pet behaviour Travel Social
THREATS Abuse Past Experiences Fears Having another pet
OPPORTUNITY Pet Experience Pet - Owner Relationship Seperation Emotional support Health Owner behaviour Pet space
THREATS Abuse Past Experiences Fears Having another pet
ERAS MAP
Relationship to owner
0wner type/location
Product trends
Service trends
Retail
Activities
Brands
Cultural icons
Era 1
Era 2
Era 3
Era 4
In the dog house
Dog boom
On the move
Living the good life
Family member
Companion / best friend
child
Workers,families
Families with kids
Urban dwellers
Singles,empty nesters
urban-rural
suburban
Suburban families with kids
couples with no kids
Outside pet
Mass produced dog food homemade toys Animal welfare clinics pet photography
feed stores, sporting goods
accessories, grooming
health, training
and placement
luxury,convenience, organic
luxury, health, travel, social
Neighborhood pet stores
Mass market retailer,designer
pet stores
big box pet stores
boutiques(niche)
sporting hunting
training
Rin tin tin,toto
Grooming rescue
Designer,eco friendly,
Feed store, grocery stores,
grooming, playing,
milk bone
containment,recreation, nutrition
working , playing,
Hartz, ralston, purina,
Health, exercise,
alpo
exercising, socializing, walking, showing, competing Iams, eukanuba, hill's,science diet, petco, petsmart
Lassie, benjy, belka,
Spuds mckenzie, scooby
shaggy dog
doo, turner & hooch, millie
traveling, styling, partying
Target, old mother hubbard
taco bell chihuahua frasier-moose, air bud, marley
JOURNEY MAPPING With journey mapping, we watched a day in the life of a dog with the owner around and without. This gave us great insight on the everyday life of a dog. It helped us generate ideas by looking at the needs and wants, emotions and feelings of the dog and the owner.
A day in the life of Veera
Veera is the pet of a student who is also working. She is alone for about 8 hours in a day
Emma is the owner of Veera. She is studying and working part time. She loves her dog and seeks emotional support with him.
19 28
8 10 21
30
35
34
4
16 13 9
17
11
26
2
25
27
33
24 22
20
18
15
9
7
8
29
23
6
12
5
1
14
3
32
1
1
10:00 am - wakes up with the owner
2
10:40 am - goes to the washroom with owner
3
11:00 am - sits at the staircase
4 5 6 7 8 9
11:30 am - is around the table with the owner 12:00 pm - is around the table with the owner 12:30 pm - time with the owner in her room 1:00 pm - play around with owners roomate 2:00 pm - goes for potty in backyard and is with owner while cooking 3:00 pm - owner prepares to leave
10
03:05 pm -watches the owner leave form the blacony
21
5:35 pm- goes back to the balcony
31
8:30 pm- roomate returns
11
3:15 pm- eats food kept in the owners room
22
5:50 pm - sits on the owners bed
32
9:30 pm- is around the roomate while cooking
12
3:30 - 3:50 pm- naps
23
5:50 pm - sits infront of the stairs
33
9:30 pm- goes to the backyard to do potty
13
3:30 - 3:50 pm- sits on the owers bed
24
6:05 pm - picks a toy and goes to the balcony
34
10:00 pm- spends time with the owner in the room
14
4:40 pm- sits on the owners bed
25
6:15 pm - sits in the balcony
35
11:00 pm- sleeps with the owner in bed
15
4:45 pm -greets owners roomate 1 with excitment
26
6:30 pm - watches the other roomate cook
16
5:00 pm - roomate takes the dog for potty in the backyard
27
6:45 pm - sits at the top of the stairs and is bored
28
6:47 pm - excited when owners friends visits and plays with them
17
5:10 pm - spends time in the balcony watching outside
18
5:15 pm - meets roomate 2
29
6:50 pm -follows the guests upstairs
19
5:20 pm - goes to the balcony
30
8:00 pm - waits at the balcony
20
5:25pm - tries potty
INTERVIEWS Interviews with the pet owenrs in their regular surrouning, helped us understand the our research. It was very insightful since it was directly what the user feels and his desires. We interviewed poeple of different age group, ethinicity and social surrounding. We also in the process relaised that every pet and owner relationship is new and unique. It was beautiful to understand the relationship and how this coud be improved
Screen Criteria : Should have a pet dog Number of Interviews: 11 Area of interview: Savannah
INTERVIEW QUESTIONS
QUESTIONS FOR PET OWNERS Where did you get your pet from? Was there a change in his surrounding? How did he manage it with the change ? Who takes care of him when you are away ? How much duration are you away for in a day - on an averag? Do you have a medium of entertaining your pet ? How do you keep him busy ? Has he had health issues because of not having him watched over? Can you explain to me your pets space. Where he lives, sleeps, eats and where does he go when you are away? Do you track him when you are not at home? What about the time when you go on long vacations, where do you leave your pet? Do you travel with your pets? If yes, tell us more about it? Does he accompany you everywhere when he is traveling? Do you foster pets? If yes, where do you find these pets? How does your dog react when you come back? Do you think he could be having anxiety when you are not around? If you think he has anxiety, what are the symptoms you think he has that could tell this? Have you shown him to the vet due to his anxiety issues? What do you think could be a good solution to this anxiety? Do you consciously do anything to see that he does not get anxious when you are not around?
INTERVIEW QUESTIONS FOR PET STORE OWNER/MANAGER. Can you explain to us this store/space and what all do you offer here? Why did you choose to work at a pet store or pet grooming? Any specifics What are the kind of products you have for the pets? What are the most selling products are the store? What are the kinds of pet that people walk in with mostly? Dog, cats or etc How many pets come to the store in a day? How do you supervise them? Do you look at the breeds or what makes you decide what product to offer to which pet. Generally what is the behaviour of pet in the stores? What is the owners behavior toward the pet in the store ? How much does a visitor on an average spend on the store? How do you deal with pets in your store? Do people come with problems ? If yes, what are they As a manager of a pet store, what would you recommend to pet owners What do you think are existing problems with pet ownership that you come across? What do you think are the advantages and disadvantages of owning a pet ? Do you also have pet gadgets in the store? What are they and how often do people buy them? Can you explain the means of entertainment, toys etc for pets. Do you have crates in here? What do you think are the benefits and disadbantage of crates? Do you have toys to supplement chewing problems of pets? Do you have any special toy for pet anxiety or separation with owner? Do you have any product to build emotional connect with the owner? What should people do to improve their bond with the pet?
FAMILY
“His reason is more for protection and mine bond and connection”
SCAD STUDENTS
“I wish there was an interactive thing hooked on to their crate door”
PET STORE MANAGER
“People ask for tracking devices and shock-collars”
SCAD STUDENT
“Taking care of her, just having her around makes life worth living”
CULTURAL PROBE We conducted out cultural probe in the farmers market in savannah to get more deatiled insights. We gave them questions and asked the user to answer. We also probed them with visual cues and asked them what they resonated with their pets. This helped us open up our though process and look at the issue in many differnt aspects.
Answers from the cultural probe
ANALYSIS & SYNTHESIS
INDIVIDUAL DATA POINTS
We then went back to our secondary and prmary research, collected all data and converted them into yellows. Yellows indicate the raw data point we got from our reserach. These included quotes, phrases, facts, statictics, numbers and many other data gathered from the research. This was the first process of generating our data after the research. This helped us cluster data and infomation in later stages to make sense of out the data collected. We totally cover 370 data points.
370 DATA POINTS
INDIVIDUAL DATA POINTS The data was then furthur clustered to generate blues. These gave us alot of ideas and infomation through which we started sketching out our thoughs. We got a gist of the project. It was the first step towaards idea generation and we were still trying to get the understand the data and make meaning of it.
My dog gives me affection when I’m upset and makes my life worth living
favourite part of coming back home is to feed, play and show love to my dog
I feel guilty sometimes when I untintentionally hurt my dog
I have adopted dogs. Its really easy.
My dog acts like a kid
I wish I had something to stop my dog from escaping
I wish there were better toys available in the market
I have house rules for my dog like body gates to restrict entry in certain areas/ block things
Don’t get frustrated for what they did when you were gone, just understand your dogs behavious and try to translate them they way you want
I am willing to do and spend whatever, if that makes my dog happy
Activities my dog loves to do when left alone
I feel guilty in watching videos of my dog alone at home
I wish my dog to be happy when he is left alone which gives me peace of mind
I wish to have something for the pet to interact and engage when alone
When I come home, my dog gets excited to see me and wants to play
I wish leaving my dog alone at home can be less painful and worrying
My dog is sensitive to sudden noises especially thunder
In my family we had dogs. Having dogs makes our house less empty
To know them better spend more time with them and be patient
It’s a give and take relationship, giving love and support to each other when in need
After having a pet I dont drink as much, I travel by road and try travlling in night. Its made me responsible
Ever since I got a dog, my stress level reduced and I dont like the lonely feeling when he is not around
My dog always wants to be around me and feel/touch me and I want to say I am ok.
My dog wants to eat and do things I do
My dog becomes anxious when I prepare to leave and it gets worse each time I leave
Dogs behaviour depends on how they are treated by their owner as your energy is passes down to your pet
I feel emotional support and attachment with my dog and it really doesn’t matter if he does something wrong
When my dog is left alone he does things that he is not allowed to do in my presence
My dog feels restless and cries when I leave him alone at home
I leave my personal belonging like blanket & tshirt to comfort him
I like using gadgets and technology which help me in tracking, playing and feeeding my dog
I wish I can use more gadget and tracking device for my dog
My dog is the reason I got out for a walk and have not procastinated
When I yell at my dog, he/she gets sad and hesistent towards you for a whie which breaks me down.
I keep my dog in a crate when I leave home with his toys so he that he dosen’t get anxiety and start tearing things
I put TV or radio on before leaving my dog alone so that they don’t feel alone and have some human voice
CONCEPT DEVELOPMENT
CONCEPT SKETCHING
We then individually skecthed out alot of ideas and then furthur clusterd them to generate bigger ideas. These ideas then converted to form concepts. We sketched these concepts to to cluster and form concepts.
CONCEPT SKETCHES
CONCEPT 1 \The idea was to free the dog from cage environment and having the dog move around freely but the challenge was to make it engaging so that the dog won't get bored or start chewing the stuff around the house. We made a mat with lights infused within and had a screen where owner can interact with the pet or even to play music. Material used in the matt where durable so that dog can't destroy it.
CONCEPT 1 PROTOTYPING
Prototype was made using yoga mat with led light cover with fabric, it also a blue cardboard cut out as the screen for the mat.
CONCEPT 1 TESTING
When we went out for testing we notice that different ages dog had reacted different to the mat. Manly elder dog where much relaxed where as young dog where every curious and tried moving the mat by pulling and dragging it. Over few pet owner liked the concept of breaking pet free from cage and liked few feature but were not completely sure how it's gonna work.
CONCEPT 2 The focus was to redesign dog oldest ornament dog collar by making it tech friendly and owner can have control on the dog without the physical presence. .
CONCEPT 1 PROTOTYPING
Collar for testing was made out of piece of cardboard with feature drawn on it.
CONCEPT 1 TESTING Most dogs and dog owner loved the idea of tech friendly collar, with feature like claiming the dog, having the control over it, security of the dog.
Key features : music, treat, interactive, petting, protechting
FINAL CONCEPT
It's not just a collar but a therapy
CAMERA AND PROJECTOR
SENSOR
LED STRIP SCENT DISPENSER
SPEAKER
APP SCREENS
POSITIVE AND NEGATIVE REINFORCEMENT
SOOTHING DIVERSIONS
MOOD INDICATOR
AROMA THERAPY
THANK YOU