Using UX methodologies to understand Hugo's Fun Dog Fields values, and to help attract new customers and convert the existing social media following to the new service.
As part of my internship at Dodgems and Floss, I worked with Hugo’s Fun Dog Fields (HFDF), a dog park in Canterbury. They had a strong social media presence but wanted to attract customers outside of Facebook and Instagram.
First, we needed to understand HFDF values, and what sets this pet service apart compared to its competitors around the Kent area, this was achieved by gaining an understanding of the existing customers of HFDF.
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Understanding Hugo's Fun Dog Fields clients.
To start the project, I interviewed the owner of HFDF and the clients that use the current service. From this I created a series of personas that explore each user base of HFDF: the full-time mum Lauren, career focused Jackie, and retired couple Richard and Mary. This allowed me to synthesise what services would be most apparent to each person and the language used on the site.
Constructing user flows from personas.
With each persona we did an exercise where we wrote down what each person would want to see on the site that ranged from contact forms to the booking system. From this exercise we then condensed the most recurring services and then I created 4 sets of user flow maps. One was just the general navigation for the website, whilst the other three detail how each user would use the website.
Designing the wireframe for the website.
From our user flow maps I started to create rough sketches on a whiteboard for the potential layouts for the website. During this period, I made sure to make keep things simple to help the user get to where they needed to be as quick as possible. Once I presented this to my team there was around of adjustments which, when completed, I started to digitise the wireframes using Adobe XD.
Iterative visual design process.
After the wireframes were signed off, I worked on the visual design of the website. During this process I went through many iterations. Feedback from colleagues pushed me to think of different ways of working with the colour, images, and text of the website. Eventually, I was left with a design that was visually appealing and worked within Hugo’s Fun Dog Fields brand.
The final result was a website that builds upon the success of HFDF from its social media content, which will attract new customers and enhance the experience of existing HFDF clients. The website also builds upon the brand of HFDF through high-quality photos and videos while also creating a seamless booking process that requires little to no intervention from HFDF.
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