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Pet Help & Rescue (PHaR)

A friends and neighbors approach to keeping pets safe and evacuating them when disasters strike.

Client

Animal Help Now

Services

UI & UX Design

Industry

Nonprofit & TECH4GOOD

Timeline & Status

9 weeks - Launched

My Role & Impact

Main UI/UX Designer

I redesigned the MVP for Pet Help & Rescue (PHaR), leading the foundational user research, including market analyses, interviews, and early usability testing. I conducted a mobile heuristic audit, guided beta and QA testing efforts, and implemented a product board to streamline cross-functional collaboration. By holding informal workshops between design and development, I improved handoff efficiency by 42%. These efforts contributed to a 70% Net Promoter Score and improved alignment across teams.

Context

83% of U.S. Pet Parents Lack Emergency Preparedness (ASPCA)

Pet Help & Rescue (PHaR) was born out of the 2021 Colorado Marshall Fire, where over 1,000 pets lost their lives due to a lack of emergency preparedness. The app was created to make sure nothing like that happens again.

UX Goals

Higher user adoption

Reflect pet parents' commitment to disaster preparedness and support.

Ease of use

Achieve low time-on-task rates to reduce pet parent stress when requesting help.

Maintain user engagement

Ensure users keep their information up-to-date, interact with important resources, and use the app when a crisis occurs.

Timeline Breakdown

Problem space

Critical User Flows Were Confusing

"Bad design shouts at you. Good design is a silent seller." – Shane Meendering (Design Expert)

"Bad design shouts at you. Good design is a silent seller." – Shane Meendering (Design Expert)

Through a heuristic audit and initial validation testing with a group of prospective users, several issues with the existing designs became evident, including...

1

Long task completion

Despite being an emergency app, it took several minutes to figure out how to complete basic tasks.

2

Poor navigation & layout

Critical actions were buried under several touchpoints, leading to confusion.

3

Paradox of choice

Stakeholder assumptions led to the addition of too many features, without considering user priorities, which caused cognitive overload.

Stakeholder Meeting

Presenting Design Issues to Stakeholders

"In a sense there's just one mistake that kills startups: not making something users want." – Paul Graham (YCombinator Founder)

I recognized that we couldn't effectively advance the app in its current state, so I initiated a meeting with all my stakeholders to present my findings using the following slide deck (modified to honor my NDA). My goal was to realign the team and develop a strategic plan for moving forward.

The verdict

After A LOT of deliberation, we scaled back from a full app to an MVP launch to reduce costs. I was able to advocate for more competitive research, but we slightly adjusted the timeline to still uphold the original plan.

After A LOT of deliberation, we scaled back from a full app to an MVP launch to reduce costs. I was able to advocate for more competitive research, but we slightly adjusted the timeline to still uphold the original plan.

Adjusted Timeline

To stay on track, I worked with the stakeholders to alter our timeline to integrate these changes and make expectations clearer.

Discover: Foundational Research

Analysing the Competition and Market Landscape

"Before working to design the thing right, we must first be sure we're designing the right thing." - Peter Morville (Founder of Information Architecture Institute)

"Before working to design the thing right, we must first be sure we're designing the right thing." - Peter Morville (Founder of Information Architecture Institute)

With 66% of U.S. households now owning at least one pet and technology playing an increasingly significant role, the pet care app market has grown into a billion-dollar industry. Although PHaR operates as a nonprofit, I aimed to understand its unique value in a crowded market and validate stakeholder assumptions. To do so, I conducted a thorough analysis of the market landscape.

Key Takeaways

Market gap

Market gap

No other apps on Android or iOS specifically cater to disaster care.

Mobile use

Mobile use

Users share data more freely on pet apps, but privacy concerns are risng.

Privacy

Privacy

Users share data more freely on pet apps, but privacy concerns are risng.

Define: Feature Outine

Holding Workshops for Feature Prioritization

“Rule of thumb for UX: More options, more problems.” - Scott Belsky, Chief Product Officer

“Rule of thumb for UX: More options, more problems.” - Scott Belsky, Chief Product Officer

With objectives and user base clarified, I worked on a MoSCoW-like method to prioritize MVP features. This approach ensured crucial cross-team alignment and incorporated extensive input from front- and back-end developers to determine priorities based on feasibility, time, and user needs.

With objectives and user base clarified, I worked on a MoSCoW-like method to prioritize MVP features. This approach ensured crucial cross-team alignment and incorporated extensive input from front and back-end developers to determine priorities based on feasibility, time, and user needs.

Develop: Design Principles

Establishing Design Principles to Guide the Process

“Design creates culture. Culture shapes values. Values determine the future.” – Robert Peters, co-founder of CIRCLE Design

“Design creates culture. Culture shapes values. Values determine the future.” – Robert Peters, co-founder of CIRCLE Design

With the features outlined, I knew it was time to start designing. However, to prevent the inconsistencies I noticed during onboarding, I developed UX principles based on my learnings so far. After confirming them with my team, I used these principles as a rubric for user interaction decisions.

With the features outlined, I knew it was time to start designing. However, to prevent the inconsistencies I noticed during onboarding, I developed UX principles based on my learnings so far. After confirming them with my team, I used these principles as a rubric for user interaction decisions.

Speed

Speed

No other apps on Android or iOS specifically cater to disaster care.

No other apps on Android or iOS specifically cater to disaster care.

Learnability

Learnability

Users share data more freely on pet apps, but privacy concerns are risng.

Users share data more freely on pet apps, but privacy concerns are risng.

Security

Security

Users share data more freely on pet apps, but privacy concerns are risng.

Users share data more freely on pet apps, but privacy concerns are risng.

Develop: Early Validation Testing

Rapid Wireframing and Prototyping: Create, Test, Iterate

“Design isn’t just what it looks like and feels like — design is how it works.” – Steve Jobs, co-founder of Apple

“Design isn’t just what it looks like and feels like — design is how it works.” – Steve Jobs, co-founder of Apple

To kick off the UI redesign, I restructured the app's existing information architecture using sticky notes to accommodate constant, quick changes. I then created mid-fidelity wireframes for key user flows and prototyped them for eight testers. My approach was simple: create, test, iterate—repeating this process for two cycles within two weeks. Below is an example of a crucial user flow that was tested: requesting pet help from contacts in the app

To kick off the UI redesign, I restructured the app's existing information architecture using sticky notes to accommodate constant, quick changes. I then created mid-fidelity wireframes for key user flows and prototyped them for eight testers. My approach was simple: create, test, iterate—repeating this process for two cycles within two weeks. Below is an example of a crucial user flow that was tested: requesting pet help from contacts in the app

Iteration 1: Step-by-Step Pet Help Request (Left-to-Right)

Relatively low cognitive load

Instructions are relatively clear

Too much manual selection

UX writing is not clear: "What is a blast?"

Improve on preset option for user clarity

Expects message visibility, immediately

Iteration 2: Full Page, Scroll Pet Rescue Request (Left-to-Right)

Pre-selected items, lower cognitive load

Instructions and language clear

Message display is more intuitive

Scrolling can be taxing (esp. with field expansions)

User information may not be necessary on sender's side

The second iteration was carefully crafted based on user input, UI standards, and developer collaboration. It received positive feedback, so I adjusted the flow for the final deliverables (high-fidelity designs).

The second iteration was carefully crafted based on user input, UI standards, and developer collaboration. It received positive feedback, so I adjusted the flow for the final deliverables (high-fidelity designs).

Deliver: Handoff-to-Development

Stepping in as Product Manager

“Time is not refundable, use it with intention” – Anonymous

“Time is not refundable, use it with intention” – Anonymous

Without a formal product manager, I created a Kanban board and worked closely with developers to initiate design tickets, document changes, and convert UI fixes into development tasks. This streamlined our process, reducing the design-to-development cycle time by over 40% through a clear, timed routine.

Without a formal product manager, I created a Kanban board and worked closely with developers to initiate design tickets, document changes, and convert UI fixes into development tasks. This streamlined our process, reducing the design-to-development cycle time by over 40% through a clear, timed routine.

Deliver: Beta Testing

Leading QA Testing Efforts

“Your most unhappy customers are your greatest source of learning.” – Bill Gates

While development began their work, I created a robust test plan using Notion and Google Sheets. I collaborated with several users across different device sizes and types and conducted multiple rounds of moderated and unmoderated usability testing. Although we didn’t have formal QA tools, I made the most of what we had and created a QA testing sheet for internal testers to use.

Solution: Display

See It For Yourself

Through the current design practices, we achieved a 70% NPS, based on an anonymous survey taken by hundreds of prospective users, by optimizing task flows and addressing key pain points highlighted by detractors. I'm currently working on post-launch surveying to refine features and improve user adoption/engagement.

  • Quick Setup and Onboarding

  • Upload Key Information

  • Request Help in Seconds

  • Provide Help with Ease

Testimonials

Kiana Freeman

Recovery & Resilience Manager City of Louisville, CO

The Pet Help & Rescue application is such a benefit to our community. Keeping our pets safe is a priority. PHaR provides a service that allows neighbors to support each other like never before when disasters threaten and strike.

Kiana Freeman

Recovery & Resilience Manager City of Louisville, CO

The Pet Help & Rescue application is such a benefit to our community. Keeping our pets safe is a priority. PHaR provides a service that allows neighbors to support each other like never before when disasters threaten and strike.

Kiana Freeman

Recovery & Resilience Manager City of Louisville, CO

The Pet Help & Rescue application is such a benefit to our community. Keeping our pets safe is a priority. PHaR provides a service that allows neighbors to support each other like never before when disasters threaten and strike.

Leslie Irvine

Director, Animals and Society Certificate Program

With disasters increasing in frequency and severity, the PHaR app promises to save thousands of lives of our beloved animal companions.

Leslie Irvine

Director, Animals and Society Certificate Program

With disasters increasing in frequency and severity, the PHaR app promises to save thousands of lives of our beloved animal companions.

Leslie Irvine

Director, Animals and Society Certificate Program

With disasters increasing in frequency and severity, the PHaR app promises to save thousands of lives of our beloved animal companions.

Casara Andre

DVM Front Range Veterinary Medical Reserve Corps

As a veterinarian working in the disaster space, I am grateful to see this app come online. PHaR will save lives. And it arrives at a crucial time, as disaster preparedness, response, and recovery increasingly encompass pets and other animals. Neighbors helping neighbors can help keep all our pets safe.

Casara Andre

DVM Front Range Veterinary Medical Reserve Corps

As a veterinarian working in the disaster space, I am grateful to see this app come online. PHaR will save lives. And it arrives at a crucial time, as disaster preparedness, response, and recovery increasingly encompass pets and other animals. Neighbors helping neighbors can help keep all our pets safe.

Casara Andre

DVM Front Range Veterinary Medical Reserve Corps

As a veterinarian working in the disaster space, I am grateful to see this app come online. PHaR will save lives. And it arrives at a crucial time, as disaster preparedness, response, and recovery increasingly encompass pets and other animals. Neighbors helping neighbors can help keep all our pets safe.

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