Redesigning the Supertails Mobile Application
Sponsor: ZEUX Innovation
Employee Training Project at ZEUX Innovation, and my Graduation Project at UID, Gujarat.
December-April 2024
Supertails is an online pet store that was founded in 2021.
They are pioneers in the digital pet industry featuring a wide array of 120+ pet care brands on a single platform, and online vet consultancy services.
Their vision is to unite the fragmented pet-parenting community in India.
The Goals:
1. Improving usability and engagement of the app
2. Expand user base across categories
3. Foster brand loyalty and awareness
The UX Design Process
User Research Insights
The users I wanted to understand were pet-parents. The questions were framed in a way to understand the differences in the journeys of new and seasoned pet parents. I interviewed a total of 12 pet-parents. These were my key insights:
User Persona Mapping
This user persona quadrant maps out all pet-parents. These are the potential+current users of Supertails. Mapping these personas out helps with the strategising of the best possible solutions.
Market Landscape
Upon analysing the digital pet store market and its competitors, I created a quadrant that captures the competitive landscape. This mapping positions Supertails against its competitors, the gaps and opportunities in the market, and where Supertails needs to reach.
UX Audit of Supertails
Excessive graphic elements
Too much crucial information is within graphic elements, it gets distracting and increases feedback time. Less spacing between sections makes everything look clustered.
Limited control over vet consults
Users do not have a say in the vet allotted to them, and they also cannot schedule a consult timing.
Doesn’t provide details where its crucial
Users need to be assured with relevant details about the vets at one glance. They should be able to make a calculated decision.
Inconsistent navigation
User familiarity is low
4 Keys to an Exceptional Redesign
#1 Improving Discoverability
Supertails can do it all
Putting all content in one place like Nykaa Stream, offering expert advice like Practo, and making navigation easy like Nykaa. This way, users can easily find the information they need.
#2 Customising to Personalise
One-size fits NONE
Providing effective onboarding like Spotify, creating a personalised feed like Netflix, and helping users stay organised like Apple Health. This approach tailors the experience to each user's needs.
#3 Leveraging Social Proofing
Confusion is the enemy
Establishing vet credibility like Practo does for doctors and providing choice validation like Myntra does for their products. This approach builds trust and confidence in the services and products offered.
#4 Retaining Customers
Leave them wanting more
Making it easy to continue shopping, similar to how Swiggy allows users to reorder past orders. Creating a product/video loop like Myntra to create an engaging platform, increasing conversion rates.
New & Improved Information Architecture
After brainstorming solutions based on the 4 Keys, I created an information architecture that improves the existing structure, as well as adds new additions to the application.
Final Visual Style
Usability Testing Insights
I conducted the test on a total of 7 pet-parents. These were my key insights:
The Final Prototype!
Supertails Homepage
The interface features a sleek dark theme that provides a contemporary and stylish look, while accentuating the showcased products.
Illustrated icons makes the user experience more enjoyable for pet-parents.
Personalised prompts create a conversational and engaging experience, adding a unique and personal element to the app.
The dark-themed interface provides a modern look while highlighting products.
Illustrated icons enhance the experience for pet-parents, and personalised prompts add a conversational and engaging element.
Product + Service Categories
All the services and categories (assorted pet-wise) are displayed upfront for the user to easily navigate.
Product + Service Categories Landing Page
All the services and categories (assorted pet-wise) are displayed upfront for the user to easily navigate.
Pharmacy – – – Pet Aid
The Pet Aid landing page is designed to quickly assist pet parents seeking medical help for their pets. It prominently features online vet consultation services and the pet pharmacy.
Online Vet Consultation
Providing 24/7 online vet consultations enhances the app’s appeal, especially during off-hours. Integrating videocalls, medical record keeping, and tailored content elevated the SuperVet experience for pet-parents.
SuperGuides
Supertails creates diverse content, including Instagram reels, blogs, Youtube videos, and participates in pet events.
This information is available on the SuperGuides page in the app. With shoppable videos, Supertails is both an information hub and a shopping destination.
The Community
Supertials creates diverse content, including Instagram reels, blogs, Youtube videos, and participates in pet events.
This information is available on the SuperGuides page in the app. With shopppable videos, Supertials is both an information hub and a shopping destination.
SuperGuides
Supertails currently produces diverse content, including Instagram reels, blogs, YouTube videos, and participates in pet events.
This valuable information, especially for new pet-parents, is available on the SuperGuides page in the app.
With shoppable videos, Supertails serves as both an information hub and a shopping destination, attracting content enthusiasts and impulsive buyers.
The Community
The new Supertails empowers pet-parents with features like vet consultations and SuperGuides. The Community page, similar to Reddit, lets users post questions and recommendations, providing an informal, moderated platform for interaction.
Subscription Model
Supertails’ subscription service guarantees timely deliveries at discounted rates, a unique experience that is unmatched by competitors. This fosters customer loyalty.
Subscription Model
Supertails’ subscription guarantees timely deliveries at discounted rates, a unique experience that is unmatched by competitors. This fosters customer loyalty.
