Zoetis
Zoetis has partnered with thousands of pet shelters around the nation to provide services shelters usually, can't afford. In this case, their effort was named "good human" which focused on helping first-time adopters take the guesswork out of pet parenting.
We designed journeys that would educate the new pet owner on bonding, discipline, and overall behavior management. Learning is doing, we needed to inspire action. The more pet parents knew the better the dog's life would be.
Teach without the preach
As a pet owner myself, I began to relive the first few days of our first adoption. What could help first-time pet owners and adopters?
Visualizing the first time adopter path allowed us to identify moments of high anxiety and confusion.
Exploring hundreds of topics led us to understand how crazy the world of pet care can be when you just google "pet adoption guide". We discovered thousands of audio/video/articles/forums that only made things more confusing. Our objective was: Filter out opinions and focus on facts. Simplifying the content was important. Encouraging better behavior without being preachy found the best results. A guided experience was born.
Personalizing the experience was important to people. Asking simple questions like "what is your dog's name?" created a less robotic experience. People felt there was a conversation happening, we were talking to them, not at them.