Brand Management — URBALOGY

EXPLORING THE DOG FOOD - SNACK MARKET

What are the opportunity spaces in dog nutrition? How can we help the dog food client foster strong, lasting relationships with it's customers?

Getting to know our user!

Ethnographic Research - this photo is from a user's daily food diary.

Ethnographic research - doing an activity to understand user behaviors.

We observed and interviewed users in their homes, to understand a little more about their behaviors, likes, desires and routines.

Here's what our whiteboard at ID looked like for most of those 3 months. Concepts, "to - do's", research insights and more..

Based on our primary research, we put together user profiles. Here is an example of one.

Part of our primary research : immersing ourselves in a " one of a kind" gastronomical experience in NYC.

One of our project boxes : a collection of user profiles, testimonials & research insights.

Jeff Hsu and me, working on gathering insights and brainstorming with the team.

An example product recommendation from the concept catalog.

Eliciting feedback from users about some concepts. Based on their feedback, we re-designed some of our proposals for the final concept catalog.

An early prototype of one of our proposals.

Another prototype of a concept proposal - we paid special attention to the "look and feel" of the product offering in this phase.

To help our large pet conglomerate client answer these questions, our design team took a user-centered approach to understand current dog owners' lifestyles, wants and needs. Using these insights, we presented the client with a portfolio of dog nutrition product and service recommendations, to best complement their customer profiles. We also presented specific strategies to help re-define the brand, and optimize the relationship with their customers.