D.amigo – AR Pet & Training App

Details

Industry: Pets / Education / Mobile Games
Location: UK
Platform: iPhone / Android
Involvement: Research, UX, Visual Design, Branding, Testing
Duration: 10 Weeks

Overview

D.amigo is an Augmented Reality (AR) app that provides training for individuals who are considering getting a pet for the first time. The app offers a range of interactive experiences that help users understand what it takes to be a responsible pet owner, allowing them to make an informed decision and be well-prepared for pet ownership.

Problem at Hand

Every day, a large number of domesticated animals are abandoned, primarily because their owners are not adequately trained to take care of them or were expecting something else from their pets in terms of maintenance, care and love. Generally, first-time pet owners are not ready to face some of the challenges owners get while keeping a pet.

GOALS

The goal is to eliminate indecisiveness from owners’ minds through learning and education. D.amigo app will gamify the learning experience and eventually help curb the homelessness of abandoned animals by indecisive owners in the future.

It will also help those who can not have real pets for lifestyle, space or other reasons and provide a loyal digital companion.

(Spoiler Alert!)

Expected Outcome

In the app users will receive an interactive digital pet of their choosing, such as Cats, Dogs, Rabbits, etc. Users will learn about their digital pet's behaviour, movements, actions, and reactions while playing.

Once the user has spent a comfortable amount of time with their digital pet, they can implement this learning and understanding with real-life pets. Also, if the user gets attached to their digital companion, they can choose to keep them forever and play with them on a regular basis.

METHODOLOGY – DOUBLE DIAMOND

This methodological framework was utilized since it simplifies all procedures and includes a comprehensive project plan. It also provides an excellent opportunity to conduct extensive investigation via divergence and to synthesize the concepts through convergence.

Design Process

RESEARCH

• Industry Research / Desk Research
• Competitive Analysis
• Comparative Analysis
• User Research
• User Interviews

SYNTHESIS

• User Personas
• Empathy Mapping
• Industry Insights
• User Insights

 

IDEATION

• HMW Method
• Brainstorming Sessions
• Card Sorting
• Now Wow How Matrix
• Ideas groupings
• Proposed Solutions

 

IMPLEMENTATION

• Information Architecture
• Sitemap
• User Flow
• Wireframes
• Prototypes

 

TESTING

• User Testing
• Heat Maps
• A/B Testing

 

Research

Industry / Desk Research

Share of households owning a pet in the United Kingdom (UK) from 2017/18 to 2021/22*

The pet ownership reached an all-time high of 62% in 2021/22, most likely due to the coronavirus pandemic and more time spent at home.

 

Which, if any, of the following did you do before you chose your pet?

This statistic represents the percentage of cat owners in the United Kingdom in 2020 who conducted research prior to acquiring a cat.

 

Which, if any, of the following did you do before you chose your pet?

This statistic represents the percentage of United Kingdom dog owners who conducted research before acquiring a dog in 2020.

 

Competitive Analysis

These are a handful of the primary alternatives to the D.amigo app. Some are compatible with augmented reality and may be used to play with digital pets. However, all of them lack the learning, education and training aspects. Also, like Tamagotchi games, they have their fictional pets, which in real life cannot help get to know the real-life future pet better.

 

1. My Cat: Pet Games
2. Duddu – My Virtual Pet Dog
3. My Tamagotchi Forever 
4. My Boo: Virtual Pet Care Game

 

My Cat: Pet Games

Type: Cat Simulator Game

AR Functionality: YES
Value Proposition: The game gives the ability to play with a digital cat in augmented reality settings. One can feed the pet and play with it.

Pros:

1. The game is polished and works.
2. The cat character is cartoonish and helps users grab their attention.
3. Augmented reality feature.
4. Good reviews.

Cons:

1. As per the reviews, the ads break the playing experience.
2. It only has one pet (cat)
3. No learning or training aspects
4. Limited functionality with cat character

Duddu – My Virtual Pet Dog

Type: Scenario Based Simulator Game

AR Functionality: NO
Value Proposition: The game allows playing with a digital dog in different scenarios. For example, one can feed the pet, play with it, and put the pet to sleep. In addition, the game app offers many more features and scenarios to keep users engaged.

Pros:

1. The game is polished and works.

2. Feature-rich interface and gameplay.

3. The cat character is cartoonish and helps users grab their attention.

4. Overall good reviews.

Cons:

1. As per the reviews, the ads break the playing experience.

2. It only has one pet (dog)

3. No learning or training aspects

4. Lacks AR functionality

My Tamagotchi Forever 

Type: Pet Simulator

AR Functionality: YES
Value Proposition: Users get to choose the pet from game’s library of fictional pet characters. The game lets you form a strong bond between users and digital pets.

Pros:

1. The pet characters are fictional, cute and engaging.

2. Dedicated development team (they keep on answering the queries and solving issues from users)

3. Augmented reality feature.

4. Good reviews.

Cons:

1. Sometimes glitchy gameplay.

2. Forceful ads and video ads to earn extra coins for characters.

3. No learning or training aspects.

4. Fictional pets are of no use in real-life scenarios.

My Boo: Virtual Pet Care Game

Type: Scenario Based Simulator Game

AR Functionality: NO
Value Proposition: The app allows users to play with “Boo” a digital pet, user can play with their pet in different mini games apart from taking care of them on regular basis.

Pros:

1. The gameplay is robust and glitch-free.

2. Feature-rich interface and gameplay.

3. Over a million reviews with highly positive experience.

4. Dedicated development team (they keep on answering the queries and solving issues from users)

Cons:

1. Experiences with ads is troublesome.

2. It doesn’t have real animal representation

3. No learning or training aspects

4. Lacks AR functionality

 

Comparative Analysis

Tamagotchi - Handheld Game

Overview: Tamagotchi is a virtual pet game in the form of a handheld egg-shaped keychain toy. It has three buttons (A, B, and C), which are used to select and perform activities such as feeding your Tamagotchi (virtual pet), playing games, cleaning up after the Tamagotchi, disciplining, and checking your pet’s age, weight, happiness, hunger, and other stats.

 

Tamagotchi Forever - Mobile App

Overview: Bandai came with an app version of the Tamagotchi. Users get to choose the pet from game’s library of fictional pet characters. The game lets you play, clean, discipline the digital pet.

 

Snapchat (Filters)

Overview: Snapchat pioneered the use of AR technology in mainstream apps. Snapchat provides a clean interface for users and has a huge library of filters to use.

 

EXPLORING THE TAMAGOTCHI PHENOMENON

Tamagotchi was the original idea of virtual pets for the masses. It came out on 23rd November 1996 in Japan and the USA on 1st May 1997.

It was hugely successful and had a good run till 2009, when Bandai, the company that produced Tamagotchi, decided to stop production due to the low number of sales. However, in 2017, the company decided to relaunch the handheld game on the 20th anniversary of its US release.

Relevance:

Tamagotchi is very close to the proposed app. User can monitor their pets, feed them, clean them, and discipline them while keeping their weight and happiness in mind. D.amigo can do the same and a lot more like teaching and educating users while they play with their virtual pets.

As per the YouTube video titled “KIDS REACT TO TAMAGOTCHI (RETRO TOYS) by REACT”, a general positive opinion came out from Kids.

 

As shown in the screenshot above, 8 out of 11 kids found Tamagotchi a good toy after playing with it for some time.

Source: KIDS REACT TO TAMAGOTCHI (RETRO TOYS) by REACT

 

In addition, it is evident from reading the comments on the video that there is a need/desire for a similar experience for adults as well at the moment. Given the restricted capabilities of the handheld game, it makes perfect sense to shift to the smartphone platform for a more immersive experience via augmented reality.

 

From another YouTube video titled “’90s Kids Play With The New Tamagotchi by BuzzFeedVideo” and its comment, it was clear that how kids had more than one Tamagotchi.

 

QUALITATIVE RESEARCH

USER INTERVIEW

1. Amelie Harlow (Age – 21, Designer, London) 
2. Stanley Major (Age – 25, Architect, London) 
3. Charles Cooper (Age – 17, Student, London) 

The length of an average interview was about 30 minutes to 1 hour. 

 

Some of the interview questions were: 

Introductory Questions

• Greetings
• How are you?
• How old are you?
• What do you currently do?
• Where do you currently stay?

General Questions

• Do you like pets?
• If yes, do you plan to have one or owned one?
• When did you or are planning to get your pet?
• Where will the pet stay?
• Do you feel responsible for your pet? (if they own a pet)

 

Questions About Pet Care

• What do you know about the vaccines for pets?
• What type of food do you serve or planning to serve?
• How much exercise does your pet have on regular basis?
• How long do you play with your pet?
• How many times do you visit a vet for your pet?
• How do you learn about the habits and behaviour of your pet?

Questions About Relationship with Pets

• How does your pet make you feel?
• Do you feel you sacrifice on few things because of your pet?
• Do you enjoy the responsibility of your pet?
• Have you ever thought of given up your pet?
• How do you feel about the future of your pet?

Questions About Platform and Technology

• Which is your preferred platform for gaming?
• Which is your preferred platform for learning?
• Have you ever used AR Technology, if yes which one?
• How open are you to an idea of a digital companion?

Discovery

During user interviews, it became clear that not only would individuals of a particular age play and utilise this app, but they would also likely give it to their children and younger siblings in order to teach them about pet care.

After discovering that younger users would also utilise this app, we were required to conduct more interviews with younger users.

 

USER INTERVIEW

1. Josh Horton (Age – 11, Student, London) 
2. Maggy Sue (Age – 12, Student, London) 
3. Sky Mendoza (Age – 14, Student, London) 

The length of an average interview was about 30 to 45 minutes. 

 

Some of the interview questions were: 

Introductory Questions

• Greetings

• How are you?

• How old are you?

• What do you currently do?

• Where do you currently stay?

 

General Questions

• Do you like pets?

• If yes, do you plan to have one or owned one?

• When did you or are planning to get your pet?

• Where will the pet stay?

• Do you feel responsible for your pet? (if they own a pet)

Questions About Pet Care

• Do you know when your pet is sick?

• Do you know when your pet is sad or happy?

• How long do you play with your pet?

• What type of food do you serve or planning to serve?

• Do you know how to calm your pet?

• How do you learn about the habits and behaviour of your pet?

• How does your pet make you feel?

• Do you want your pet to be happier, if it is possible?

 

Questions About Platform and Technology

• Which is your preferred platform for gaming?

• Which is your preferred platform for learning?

• Have you ever used Snapchat or Instagram Filters, if yes which one?

• How open are you to an idea of a friendly digital pet?

 

Synthesis

Personas

EMPATHY MAPS 

Insights

Industry Insights Summary

• It is evident that pet ownership has grown in the United Kingdom during the pandemic. Dogs and cats dominate the pet industry with enormous margins; thus, we should concentrate on them as the most popular pets.
• Expenditures on pet care have grown significantly relative to the past. A dog will cost roughly £1,875 per year to maintain.
• The primary reasons for owning dogs and cats are happiness, stress relief, and companionship.
• Before acquiring a pet, most individuals have no clue how to proceed. Therefore, they must contact family members and search the internet to educate themselves about the responsibilities and how to take care of a pet.

USER INSIGHTS FROM INTERVIEWS

HMW...

IDEATION

Brainstorming

Now Wow How Matrix

Solutions

1. As soon as the first-time users open the app, they will be greeted with a choice to use this app as a pet companion app or a learning & education app.
2. If users choose to go for learning & education, it will give users daily reminders and show users their milestones as per their progress.
3. AR technology will be used with 3D generated animal models. In addition, AR will solve the space issues, which will help users who have limited space, like in bedrooms or offices.
4. Users will be able to choose between different pets and their specific breeds.
5. Users will have the option to take a crash course and get a certificate after completion or can spend a particular number of hours and then go for the certificate (this is to reduce redundancies).
6. This app will have a marketplace or shop section where users can buy different accessories, skins and digital products for their loyal digital pets.
7. Users will also be able to take pictures of their pets and can get themselves clicked with their digital pets through the front-facing camera and will be able to share on social media.
8. Users will get notifications regularly about their digital pet’s feeding, playing, and treating time.

 

Implementation

INFORMATION ARCHITECTURE

USER FLOW

Onboarding > Home > Learning

Low-Fidelity Wireframes

Hi-Fidelity Wireframes

Prototype