Furlocity
Furlocity is a booking engine for pet-friendly hotels and boarding facilities. They pre-screen all businesses so that pet parents don't have to. Their business model included flights, hotels, vets, and boarding facilities. Our recommendation was to focus on the products that solved "everyday problems". We scaled the business down to boarding and hotels. We built and tested a responsive experience that gave pet parents peace of mind.
Relieve pet parent anxiety
Having a shared objective is, in my opinion, the most important element of an organization. Some call it a north star, some call it the "why". In this case, all decision making pointed back to one statement: "Does it relieve pet parent anxiety?"
Our target users were made up of people on the go. 68% of them used their mobile phones to book. We took the hint.
I plotted several booking journeys and validated them with real customers in real environments like their home, office, and commute to work.
Initial design explorations were guided by one principle: Less but better.
Anxiety relieved.
Storyboarded an intro from this Frenchy's perspective. Fun.