Petco Love Lost
Mobile-first web app
1 in 3 pets go missing every year. So Petco Love, Petco’s non-profit organization, created Petco Love Lost to simplify the search and help reunite lost and found pets with their owners through innovative pet photo facial recognition technology. Petco Love Lost is now the largest lost and found pet database in the country, with more than 200,000 searchable pets and 2.5k+ shelter and rescue partners.
Head of Product: Aaron Klein
Digital Product Manager: Jessica Remitz
Copywriter: Ben Laun
Product Designer: Abbey Price
Completed while working at Petco Love
Image by Freepik
My Role
I was the lead end-to-end product designer for Petco Love Lost. My responsibilities included supporting with user interviews, conducting usability tests with rapid prototyping and quick iterations based on test findings, balancing stakeholder requests with user needs, building a design system and component library from the ground up, creating high fidelity visuals, and testing for quality assurance and accessibility.
The Challenge
Complex user flows in the first two iterations of Petco Love Lost (see image) posed many challenges including usability and accessibility issues, site performance, and roadblocks in the user journey which often prevented a successful experience or pet reunion.
Additionally, the site was not optimized for mobile despite the fact that the site is accessed on mobile devices by more than 80% of users. Given that pets get lost and found outside, we knew the experience needed to be mobile-first, fast, and easy to use.
Goals
The question we continued to ask ourselves throughout the redesign of Petco Love Lost was
“Will [insert feature] reunite more pets?”
__________
With a goal of reuniting more pets as our north star, we prioritized our effort in the following areas:
Simplify how users report a lost or found pet
Optimize the search experience
Make it easy to contact an organization, pet parent, or finder once a pet is identified by the searcher
Reunite More Pets.
Reunite More Pets.
A simplified user journey
Test, iterate, repeat
We were prolific in testing different hypotheses at every stage in the experience. For example, below are different iterations of the onboarding flow where we explored a guest user’s experience path to converting to account creation. The implementation of this dynamic multi-step form is a new feature in the redesign that will allow us be agile in testing different paths in order to identify the best moment to collect user data, pinpoint page abandonment, and increase account creations.
More account creations mean more searchable pets in Petco Love Lost which means more reunions.
Blue Sky - Report a pet with photo and search
Guest Flow A - Partial account creation to start searching
Guest Flow B - Search all pets by distance first, then provide info to report a pet and search by photo
A safety net for all lost pets
Image by Freepik
The Outcome
The newly designed Petco Love Lost will launch in February 2024. Post-launch features enhancements will focus on establishing Petco Love Lost as the go-to platform to report lost and found pets, continuing to optimize the search experience, and building out SMS alerts.
Baseline numbers to improve upon post-launch:
30K
Pet Reunions
200K+
Searchable Pets
2K+
Pet Reunions / Month
96% of users who have taken the reunion survey recommend Petco Love Lost