Background Disrupting the petcare industry The pet tech sector is in its infancy worldwide. Surprising given the size and penetration of the human wearables market, estimated to be worth around US$34bn globally by 2020. The small number of devices currently on the market are unsophisticated with high entry-level price tags. Usually they have no mechanism for automated data capture away from the device, and they are certainly not vetrecommended, or indeed, vet-connected. With a global population of pet cats and dogs numbering 630mn and an annual spend of around US$160bn our client, Felcana, saw an opportunity. The cost of veterinary care is perceived as high but also an unavoidable part of being a caring pet owner. And a caring pet owner likes to be as involved in the life and wellbeing of their pet as much as possible. But owners cannot always be there, cannot necessarily read the signs of an animal s state of health and may well miss certain tell-tale behaviours and symptoms that can signal a developing condition. Felcana, a veterinary-led and veterinary-focused business approached Precipice with a vision to create pet-wearable connected ecosystem that would offer owners more insight and peace of mind about the wellbeing of their pets and provide vets with clinically reliable and viable data enabling faster, more accurate diagnosis and timely interventions. $11bn projected value of pet-technology market by 2025 worldwide $2.36bn projected value of pet-wearable market by 2022 worldwide Pet activity monitors don t have to look like toys. They don t have to be hefty and gimmicky. The human wearables market has got this right, designing stylish devices that fit seamlessly into everyday life. We thought, why can t pet devices be the same? Our vision sophisticated design, cutting-edge tech. Dr. James Andrews, Felcana founder and veterinary surgeon
Our approach An holistic user experience Early in the development of the project, we advised Felcana that we needed to think beyond the physical product and embrace an ecosystem approach. For the business to remain viable in the long term, we needed to create an experience as much as a platform or device. We began by asking the business who are they, what can they credibly stand for and where do they really want to go. It soon became evident that while the physical device design was fundamental to their vision, the entire user experience was also key. It was also recognised that by creating a data-driven ecosystem both pet owners and vets were informed and empowered accordingly. Exploratory research Our approach to gathering insight needed to investigate an number of streams. Beginning with Felcana s own vet-focused database, we also undertook extensive semiotic analysis, analogous product research, and expert interviews (vets and pet owners). This process revealed that there were a number of key considerations that needed to be kept front of mind as we moved into opportunity mapping, user experience scenarios and concept generation. Key considerations Size matters: There was a distinct need for the product ecosystem to be robust yet lightweight, discrete and properly integrated. From the smallest cat to the largest dog, the device needed to utilise the same electronics and seamlessly integrate into the lives and behaviours of active pets, and time-poor pet owners alike. Design matters: Most of the pet-wearable products currently available are overscaled for the animal itself. They overpower the collar and seem to favour a toylike aesthetic. If they are connected, the data harvested is leveraged superficially and provides little if any clinically viable insight. User interfaces tended to be overly gamified or too generic. Knowledge matters: Seeing and analysing patterns of pet behaviour, in real time providing clinically useful data for vets and general knowledge to often absent owners was seen as fundamental to the success of the experience. Trust matters: When dealing with the health and wellbeing of people s best friends we are entering an highly emotive arena. Being vet-endorsed was seen as critical to the notion of trust and owner buy-in. Knowing that the data was being put to good use beyond the scope of their own pet was also appreciated. Part of an ecosystem: Users see the value of connectivity. From themselves to their pet, and from their pet to their vet, (and back again) this feedback loop makes perfect sense. But this virtuous circle is one of many, through intelligent aggregation and smart analytics the data can be used to help vets map macrotrends more holistically.
Our approach Opportunity spaces We identified and blended two areas of rich cultural meaning - connected wellness and shared understanding. This blend allowed owners to feel even closer to their pets, whilst providing the trust and reassurance of an integrated healthcare solution. Shared understanding Allowing the owner to see the world through the pet s eyes - Strengthening the bond between pet and owner - Passive, unobtrusive integration into the everyday life of pets and their owners - Reassuring, not alarming - Conversational, a genuine, two-way exchange, based on mutual respect Connected wellness A natural and credible part of the connected world - Building a more accurate, individualised, understanding of your pet, based on mutual respect - An accretive system, an evolving system and solution - Putting back into the ecosystem, building knowledge - Tracking development, milestones and lifestages - Clinically useful, intelligent, considered, responsive and active.
Our approach Experiential considerations During the process, it was recognised that while pet health was central, the Felcana experience could and should be much more than that. It was an opportunity to look at the entire owner-petrelationship and emotional spectrum as a totality. From points of curiosity, like what does my pet get up to when I am not around to different life stages to potential anxieties such as sickness or loss. Following the discursive analysis we then created 30+ specifically targeted, user experience scenarios. These insights were fundamental in shaping and prioritising the features and benefits of the Felcana ecosystem. Does my cat have a second home? Where does my cat most like to hunt? Does my dog have friends? Why is my dog drinking so much? While grounded in pet health and the valuable data points that focus can deliver, other more emotional, less health-critical connections could be made from an intelligent use of aggregation and interpretation that further enhanced the entire experience. 30+ specifically targeted, user experience scenarios tested with pet owners and vets My cat seems to be sleeping more than before... She seems depressed, am I too absent? A virtual leash would be a big help... My cat is spending more time indoors lately... Where does my dog-walker actually walk my dog? Dogs and cats get stolen...
The Felcana ecosystem Outcomes Pet owner Data cloud Felcana app Pet-worn device Vet Beacons/hub Analytics Storage Aggregation Data purchaser
The Felcana ecosystem Outcomes The product experience has been crafted to encourage an empowered relationship between owners and their pets. Ultimately this has resulted in a premium yet caring aesthetic, blending hightech forms and finishes with more approachable leatherwork. Miles Hawley Chief Design Officer Precipice
Outcomes h Elegant, lightweight, unobtrusive, compact and easily fitted to even the smallest cat or dog i Hub and charging station. Tracker light illuminates when charged, also lights up on animal h Helix collar design. Sophisticated colour palette, hand stitching and bespoke rivet details combined with high-tech forms i Beacon discretely attached to water bowl, synced to collar
Outcomes h App test screen, used to investigate very specific user experiences i Felcana product suite showing Helix, collar, home hub and beacons h Virtual leash allowing for a richer experience of proximity
About us People buy meanings - explicitly or implicitly - it s how they navigate and participate in our consumer world. We are a London-based strategic consultancy. We design, discover and shape meanings across brands, products, experiences and spaces. We create the business platforms to innovate and design with purpose. Our methods blend cultural theory with design, psychology with business strategy. We shift perspectives and create positive commercial results. We are pioneers of meaning-centred design and innovation. Purpose. Made.
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