In the swiftly changing e-commerce sphere, prioritizing customer experience is crucial. The pet industry is substantial, driving business owners to continuously seek innovative approaches to leverage industry’s diverse trends. This article outlines a research proposal to enhance Petco’s customer experience evaluating it’s strengths, identifying areas for improvement. We have also explore latest trends and innovations and offered a roadmap that could position Petco to the forefront of pet industry.
MY ROLE
Responsible for research, conducting UX assessments, and synthesizing the gathered data
THE TEAM
2 UX Designers, 1 Principal Designer
TIMELINE
2 weeks
Aug 2023
Why did we work on this proposal?
- From a product and service focus to a 360° solutions partner across service lines
- From a product e-commerce pet solution to leaders in advice for pet parents
- From a transactional experience to a best in class content experience
PROBLEM STATEMENT
Problems that we are trying to solve
The current challenge lies in conducting an outside-in assessment to identify and address user experience (UX) complications. The objective is to find key pain points in the user journey and come up with strategic solutions that, once implemented, will not only optimize UX but also contribute to a holistic improvement in CX.
PROCESS
![](https://apurva188.com/wp-content/uploads/2024/05/9_Petco_Image-2.png)
1- Platform study
2- Competitive Analysis
3- Feature Comparison
4- Social media
5- Mind map
6- Trends in the pet industry
7- Innovation
8- User Journey
Let’s dive deep into the research work!
COMPETITIVE ANALYSIS
How were companies chosen?
We started off by analysing Petco’s current website and marketplace. We studied the products they offer, different types of services they provide, their mission and values, also similar factors to identify both direct and indirect competitors.
So, who are our competitors?
In terms of product line, our selections include Petsmart and Chewy. For our content hub choices, we’ve opted for PetCoach by Petco, PetMD by Chewy, Good Good Labs, The Spruce Pets, and Fetch by WebMD.
This CA gave us a fair idea of Petco’s strong points and where there is an opportunity for improvement.
![](https://apurva188.com/wp-content/uploads/2024/07/1_Petco_Competitive-Analysis.jpg)
Here comes our analysis
Petco is good in terms of striking a balance between e-commerce and service.
Petco lacks in content design and UX writing, having a feature-driven, sales-oriented approach. The tone of voice is serious and formal. Petco’s visual design feels somewhat outdated, lacking compelling imagery and videos.
Where as competitor’s content design is more benefits driven with a personalised touch in that. Their tone of voice is a combination of seriousness with casual and enthusiastic elements. Also their visual design is more vibrant and engaging, crafted to evoke emotions.
Recognizing that the CA’s comparative approach didn’t provide a complete picture, as it was lacking in showcasing it’s unique strengths. We set out to address those gaps by researching their strategies, assessing both their past accomplishments and recent initiatives.
![](https://apurva188.com/wp-content/uploads/2024/07/2_Petco_Strategies-of-Competitors-scaled.jpg)
Few strategies that caught our eyes
- Petco focuses on the idea of integration of all services in the ecosystem be it vet, nutritional needs, e-commerce, services,etc.
- Chewy elevates its organization into a customer-centric force by continuously surprising customers with innovative experiences and fostering genuine connections, such as handwritten notes and pet portraits.
- Petsmart’s loyalty program drives activation, retention, and customer connection. It offers perks like early access to products and personalized initiatives like birthday gifts for pets.
The overall strategies that every competitor had was to make pets part of our everyday lives, everything under one convenient place. This came because most pet parents wanted one-stop-shop kind of verbiage with one partner.
TRENDS & BREAKTHROUGHS
We looked at both large and small companies engaged in innovative endeavours within the pet industry. Studying these trends helped us to comprehend the needs and expectations of pet parents, when it comes to taking care of their pets.
In a sentence:
The trends and behaviour study showed points that are driving the industry like mental health, pet adoption, spending habits, and interest in the care and wellbeing of our furry friends.
Current trends are shaped by a heightened awareness of environmental impact, reflecting a growing societal consciousness. The rise in single-person households and the aging population contributes to a shift in pet ownership dynamics. Unavailability during specific times prompts the need for pet entertainment solutions. While niche hobbies and communities add diverse dimensions to the evolving landscape.
![](https://apurva188.com/wp-content/uploads/2024/05/3_Petco_Logos_-scaled.jpg)
a) Social Consciousness
The pet industry is recognising the value of adopting pets, shedding light on the plight of abandoned animals. Each adoption not only adds a cherished companion to a home but also contributes to a growing awareness of the importance of rescuing and providing loving homes for animals in need.
b) Pet Humanization
After adoption, most people consider their pet a full-fledged family member. That’s why pet owners are spending more and more on their health and well-being. The demand for premium, human-grade products like treats and toys has surged.
Moreover, pets significantly contribute to owners’ mental health, leading to the use of animals in various environments for animal-assisted therapy.
c) Health & Safety
E-Health has expanded its horizons to the pets! Thanks to advances in pet genetics and dietary research, tailored nutrition plans are now a reality. Awareness about pet fitness and health is on the rise, especially for senior pets. Products like probiotics, prebiotics, CBD items, monitoring gadgets, as well as hygiene products are gaining popularity and bringing innovations into trends.
e) Elite Living
Adopting a trendsetting pet lifestyle means investing in premium health-focused products and exotic apparel. Innovations in smart wearables enhance the pet experience. Online platforms connect owners, cultivating a supportive community. Various platforms host summer camps, dog services, gatherings and other activities which fosters a improved relationship and better mental health of pets.
The big picture – beyond the “shop”
A TRANSPARENT, CARING, AND CONNECTED EXPERIENCE THAT ELEVATES YOUR BRAND
ILLUSTRATING A NEW JOURNEY FOR PETCO
We began by illustrating various scenarios across earlier discussed trends such as Health & Safety, Pet Humanization and Elite Living. Considering the perspectives of both pets and pet parents, we carefully took several aspects into account . This led us to craft a user journey outlined below.
Scenario goes like….
What steps can we take to make it more convenient for the pet owners to adopt a healthier lifestyle and monitor the progress?
![](https://apurva188.com/wp-content/uploads/2024/05/4_Petco_User-Journey-scaled.jpg)
So, what can be the future of PETCO?
![](https://apurva188.com/wp-content/uploads/2024/05/5_Petco_Future-1-scaled.jpg)
CONCLUSION
In conclusion, our proposed strategies have the potential to revolutionize the customer experience of Petco. These changes include transitioning from a product-centric model to a holistic solutions provider, and from a mere shopping destination to a trusted source of pet parenting advice.
Embracing these changes will not only meet but surpass pet parents’ expectations. This evolution will position Petco at the forefront of the industry, setting new standards for excellence in pet care and guidance, and solidifying its place as an invaluable resource for pet parents worldwide.