CORINNE WONG

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Overview

Timeframe

3 Weeks

stakeholders

Founder

responsibilities

User Interviews
C&C Analysis
Mid/Hi-fi Wireframes
Brand Guidelines
Low-code/No-code web build

Providing parents with pawsitive training and relief.

As a former volunteer at the San Francisco SPCA, Jung knew she wanted to become a well-educated and responsible pup parent. Jung soon began her journey as a dog-trainer to help educate other pup parents of positive reinforcement methods to guide healthy relationships between themselves and their pup.​​

I was asked to design a brand-forward and informative website to begin marketing her new dog training services and book consultation calls. This resulted in a new brand guideline, and a seamless web interface that was informative and inviting to prospect customers.

Defining goals

Clients wants to market to new customers.

Jung's website objective was to market her services (training and photography) to generate consultation calls. I outlined three objectives that were essential to completing the project:

Goal #1: Create a branding system
Goal #2: Understand information architecture of dog training websites to emulate
Goal #3: Create opportunities for clients to schedule a consultation.

the problem

Clients need straightforward support.

After conducting user interviews, I analyzed frustrations of pet-parents in San Francisco, and found that:
  • Easier with help: No matter one's level of experience, it appears that every puppy owner would seek out experts when feeling frustrated or desperate.
  • Time management: Training a dog to learn new tricks requires considerable dedication and time. Dog owners preferred to allocate their time to other responsibilities.
  • Patience management: Training a dog requires lots of patience - a trait not everyone possesses. With persistence and frustration, some owners would not think the anxiety worth it.
  • Future investment price: Training is an investment in the dog's behavioral management, public safety, personal bonding, and communication. However, training can be expensive.

Establishing a brand

Establishing a brand

Before designing, we needed to establish her brand. We discussed attributes she wanted her brand to convey, and I proceeded with a competitive analysis focusing on color palettes, imagery, and copywriting of brands she admired to understand how we could emulate a brand that balanced a fun, approachable feel with a sense of expertise. This exploration helped me determine patterns in successful competitor sites that I would emulate in Jung's website:
  • Clear Mission and Training Process: Helps clients understand the trainers intentions and methodologies to reach the a shared goal

  • Testimonials: Highlights previous client work and outcomes to demonstrate trainer's expertise and successes

  • Visuals: use of intimate and high-quality photos to help engage users in imagining their dogs in the same situation. This also demonstrates trainer's past experiences and proves credibility.

web implementations

web implementations

A Fun Voice

A Fun Voice

A Fun Voice

I developed a lighthearted brand voice to capture the inviting and playful spirit of the new business. I crafted concise, catchy titles using alliteration and incorporated relatable scenarios that empathize with the common challenges of training a new pup.

User testing within her circle of friends revealed an enjoyment in the captivating titles, and felt the copy was informative and empathetic to the needs of the client.
I developed a lighthearted brand voice to capture the inviting and playful spirit of the new business. I crafted concise, catchy titles using alliteration and incorporated relatable scenarios that empathize with the common challenges of training a new pup.

User testing within her circle of friends revealed an enjoyment in the captivating titles, and felt the copy was informative and empathetic to the needs of the client.
I wanted to ensure that users understood Jung's business process quickly so that they could make an informative decision. I outlined Jung's 3-step consultation process on the Home page, and at the top of her Training Services page.

The types of training services followed so that users understood the options that were available to them for the consultation.
100% of users liked the display of Jung's business process because it minimized any confusion as to what the next steps entailed.
I wanted to ensure that users understood Jung's business process quickly so that they could make an informative decision. I outlined Jung's 3-step consultation process on the Home page, and at the top of her Training Services page.

The types of training services followed so that users understood the options that were available to them for the consultation.
100% of users liked the display of Jung's business process because it minimized any confusion as to what the next steps entailed.
I wanted to ensure that users understood Jung's business process quickly so that they could make an informative decision. I outlined Jung's 3-step consultation process on the Home page, and at the top of her Training Services page.

The types of training services followed so that users understood the options that were available to them for the consultation. 100% of users liked the display of Jung's business process because it minimized any confusion as to what the next steps entailed.

How It Works

How It Works

How It Works

Refining Copy

Refining Copy

Reviewing her preliminary design and copy, I shortened copy so that the audience wouldn't get lost in long paragraphs and unflattering formats. Striving for a user friendly, and informative interface, I made copy easy to skim and organized in columns to help the user anticipate what to look at next. Copy maintained the inviting and lighthearted tone of the brand to communicate the good natured intention and mission of her business.
Reviewing her preliminary design and copy, I shortened copy so that the audience wouldn't get lost in long paragraphs and unflattering formats. Striving for a user friendly, and informative interface, I made copy easy to skim and organized in columns to help the user anticipate what to look at next. Copy maintained the inviting and lighthearted tone of the brand to communicate the good natured intention and mission of her business.

Before

after

Before

after

Establishing a brand

Brand Identity

Before designing, we needed to establish her brand. We discussed attributes she wanted her brand to convey, and I proceeded with a competitive analysis focusing on color palettes, imagery, and copywriting of brands she admired to understand how we could emulate a brand that balances a fun, approachable feel with a sense of expertise.

This exploration helped me determine patterns in successful competitor sites that I would emulate in Jung's website.
  • Clear Mission and Training Process: Helps clients understand the trainers intentions and methodologies to reach the a shared goal
  • Testimonials: Highlights previous client work and outcomes to demonstrate trainer's expertise and successes
  • Visuals: use of intimate and high-quality photos to help engage users in imagining their dogs in the same situation. This also demonstrates trainer's past experiences and proves credibility.

Refining Copy

Reviewing her preliminary design and copy, I shortened copy so that the audience wouldn't get lost in long paragraphs and unflattering formats. Striving for a user friendly, and informative interface, I made copy easy to skim and organized in columns to help the user anticipate what to look at next. Copy maintained the inviting and lighthearted tone of the brand to communicate the good natured intention and mission of her business.

Lessons Learned

  • Storytelling is Key
    To draw an audience, I found that the content needed to start with a relatable scenario so that the customer felt heard. Once the customer felt acknowledged with their needs and pain points, it was then that I could introduce the rest of the business.
  • Establishing a brand is necessary
    This project helped me understand the importance of an established mission and brand. It is hard to convey a tone or design to a target audience without these building blocks.
  • Search Engine Optimization (SEO) 
    SEO would be helpful in attracting traffic to her site. Though this wasn't part of my scope, I'd be interested in understanding what key words she will embed (if she chooses to do so) in order to optimize her site for different search engines.