Market Context & Trends

89.7 Million
estimated dog population in the U.S.

45.5%
of the U.S. households own at least one dog

33%
Millennials among pet owners, followed by Gen X and Baby Boomers

$11.4 Billion
total amount Americans spent on pet services like grooming and boarding

Overview

As the pet care industry continues to grow, the demand for grooming services that are both accessible and centered on creating positive experiences for pets and their owners is rising. This growth is particularly evident in urban metro centers like Seattle, which ranks #1 for married adults (18-49) with pets but no children. With more dogs than kids (153,000 vs. 107,178) and avg. annual grooming expenses ranging from $650-$750, the city highlights a strong market for premium, tailored services.

Problem Statement:

Pet owners often struggle to find trustworthy and experienced local dog groomers which frequently results in stressful and frustrating experiences for the owners and their furry friend. Over time, this could impact the company’s revenue, damage the groomers’ reputations, and reduce customer’s loyalty.

Why is this happening?

01: Miscommunication
02: Disorganized scheduling
03: Lack of transparency in the grooming process
04: Insufficient understanding of their dog’s specific needs

Solution Statement:

Therefore, Bubbles and Tails Pet Spa, located in Seattle, is a local pet grooming salon designed to address the challenges of miscommunication, unstructured scheduling, lack of transparency in the grooming process, and insufficient understanding of their dog’s needs. 

What can we do?

01: Implement appointment booking and management
02: Incorporate a detailed groomer profiles with their qualifications and specialties
03: Provide transparent service details and mid-appointment updates
04: Host dog-friendly community events to build trust with staff, connect pet owners, and give back locally.

Business Model Canvas

In order to meet both the user’s needs and business goals, I started the process by understanding their business, especially their cost structure and revenue streams. 

User Statistics

After conducting interviews with 9 dog owners who frequently take their dog to local dog grooming salon for services, here are some statistics:

In-depth User Interview

Here are what the users are saying:

“One frustration is finding groomers who genuinely understand rescue dogs’ unique needs. I’ve had past experiences where groomers were impatient, which can be very stressful for both Luna and me.”

- Emily (🐶: Luna)

“I didn’t know what kind of products they used, and it was a little unclear what the exact grooming steps would be.”

- Maria (🐶: Buddy)

“It’s a small luxury that feels like a reset for both of us, honestly—he’s all clean and happy, and I feel like a more responsible pet owner.”

- Sarah (🐶: Leo)

“I’d feel more comfortable leaving Milo at the groomer if I knew the staff was experienced with anxious dogs and was willing to go the extra mile to keep him calm.”

- Jessica (🐶: Milo)

User Persona

Based on both the quantitative and qualitative user interviews, I created the persona of our targeted audience to understand the user’s pain points and needs. 

Competitive Analysis

By stepping into the user’s shoes, I was able to uncover their pain points and needs. To address these effectively and create a competitive edge, it’s crucial to evaluate how Bubbles & Tails Pet Spa compares to other grooming services in Seattle. After analyzing 10+ pet grooming salons in the city, several key findings stood out:

  • The majority of competitors do not list groomer profiles, specialties, or experience. This presents a major opportunity for Bubbles & Tails to establish trust by showcasing the expertise and personalities of its groomers.

  • Most grooming services fail to provide updates during appointments, leaving pet owners uncertain about their dog’s experience and well-being.

  • None of the businesses analyzed host community events to connect with local pet owners, a unique opportunity for Bubbles & Tails to build relationships and strengthen its brand presence.

Visual Identity: Logo

To help Bubbles and Tails stand out, the next step is crafting a logo that embodies its core beliefs, which are comfort, community and premium care, using the approved color palette from the approved mood board. 

Wireframes & Low-Fidelity Design

After finalizing the logo design to align with the brand’s identity, I moved on to developing low-fidelity designs to define the overall layout. This step was crucial in establishing the page structure before adding images and details. 

Web & Mobile Design

Here’s how Bubbles & Tails Pet Spa’s landing pages address the challenges pet owners face in finding trustworthy and experienced local dog groomers:

Results & Metrics

Even though these designs have not yet been developed and implemented, here are some of the key metrics I aim to track and the expected results:

  • Increase booking rate by roughly 20% within the first 3 months

  • Increase users’ interaction with the groomer profile by 50% before booking

  • Increase repeating booking by 15-25% over 6 months

  • At least 70% of customers checking in during their pet’s appointment

  • Increase in 15% of attendees booking a service after an event

What I learn during the process

Learning a new tool: Fun but Tricky!
Let’s be real—learning a new tool can be overwhelming (and even frustrating) at first, especially when figuring out what each component does, where things are, and how everything works. But once you get the hang of it, it’s totally worth it! And hey, Control + Z is your best friend whenever you mess up.

Giving myself more time for usability testing
User testing isn’t just a box to check—it’s what helps turn good design into a great one. Taking the time to test means catching those little red flags before they become big problems. So, note to self: conduct usability testing.