MFA Thesis Process Book Youhui Gu
MFA Thesis Process Book Youhui Gu
“Pets are humanizing. They remind us we have an obligation and responsibility to preserve and nurture and care for all life.” –James Cromwell, American Actor
Contents 01
02
Research
Introduction Background The Problem
08 14
05
18 26 32 34 36 42 46
06
Deliverables
Brand Guidelines Logo Logo Variations Clear Space Color for the Logo Incorrect Usage Color Palette Typefaces Photography Style Graphic Elements Icons
Gaps and Opportunities Background Data Connections Thought Leader Quantitative Data Important Questions Insights List
84 86 88 90 92 94 96 98 100 101
BeforePet App / Web Learning Kit Advertisement
104 140 178
04
03
Solutions
Audience 50 66
Personas Focus Group
07
Respones User Testing for App
188
Key Insights Strategie
76 78
6
Youhui Gu
Thesis Project
BeforePet
01 Introduction Background
08
TFI
17
SECTION SUBTITLE
7
8
YOUHUI GU
THESIS PROJECT
Background
BEFOREPET
The coexistence of humans and animals is not always successful. Dogs and cats are by far the most loved animals across the board, receiving much more attention than other domestic animals like cows, pigs, chickens, ducks, geese and turkeys. And many people enjoy the company of a dog or cat. However, the hard truth is that despite how much we love dogs and cats, there is still a huge pet homelessness problem in America. Christine Royal, DVM, Executive Director of Veterinary Professional Services, Merck Animal Health, said that while people may have brought home a pet for all the right reasons, the reality is that pet ownership takes knowledge, preparation and patience. This reality is sometimes overshadowed by the excitement of bringing home a new pet.
INTRODUCTION
9
10
YOUHUI GU
THESIS PROJECT
85
million American homes i nclude one pet
BEFOREPET
70
million pets are estimated to be homeless
INTRODUCTION
11
12
YOUHUI GU
THESIS PROJECT
Why People Choose to Abandon Their Pets? Problematic Behaviors A problem behaviour is a behaviour that would be considered normal for the breed and age of the animal, yet is seen as inappropriate by the owner or community.
Animal Health When pet owners lack an understanding of common pet health problems, they can easily miss the best chance of remedy, leading to more severe problems.
Financial Factor The cost of food, vet bills and everything else soon adds up. People’s circumstances can also change, with illness, job loss or divorce meaning that you can no longer afford to look after your family pet.
BEFOREPET
SECTION INTRODUCTION SUBTITLE
The problem is that many people do not have fully considered their responsibilities and do not know how to care for pets before getting pets, making them more likely to give up.
13
14
YOUHUI GU
THESIS PROJECT
The Problem
BEFOREPET
INTRODUCTION
According to the Abandoned animal stats report, the number of US stray animals has reached 70 million. Lack of awareness about the responsibilities involved in pet ownership and a lack of knowledge on proper pet care often lead to pet owners relinquishing their animals. I will use graphic design to educate potential pet owners on the right mindset and approach to choosing, caring for and living with a pet.
15
16
Youhui Gu
Thesis Project
BeforePet
02 Research Gaps and Opportunities
18
Background Data
26
Connections
32
Thought Leader
34
Quantitative Data
36
Important Questions
42
Insights List
46
SECTION SUBTITLE
17
18
YOUHUI GU
THESIS PROJECT
Gaps and Opportunities By researching and analyzing how competitors deal with issues related to my topic, it helps me identify design gaps and opportunities, and helps me define my topic to differentiate it from other projects.
BEFOREPET
RESEARCH
Pet Coach
Human Animal Bond Research Institute
Gap The website content is more suitable for owners who already have pets. The problems and needs faced by potential pet owners are different.
Gap Visually, websites ignore the importance of design as a tool for communicating information and expressing ideas.
Opportunities Help potential pet owners solve problems by expanding access to pet information through graphic design.
Opportunities Improve visuals with more appropriate design, improve the usability of web pages, and help pet owners use and enter more efficiently.
19
20
YOUHUI GU
THESIS PROJECT
Pet Keen
Companion Animal Psychology
Gap The gap is that they don’t have a more convenient app, reducing access to information for pet owners.
Gap Its gap lies in ignoring the importance of visuals and user experience, which are confusing and difficult to use.
Opportunities The opportunity is that I can use more deliverables to provide more and easier access to information.
Opportunities Creating more expressive visuals can help websites gain traction and help pet owners get information more efficiently.
BEFOREPET
RESEARCH
Pet knowledge sources are limited to websites, lacking convenient apps for access.
21
22
YOUHUI GU
THESIS PROJECT
Pet Place
Yummypets
Gap They did not categorize the different situations of pet owners, such as pet breed, owner’s family environment, economic conditions.
Gap The gap is that pet owners using this platform lack communication channels with professionals, making it difficult for them to get the right information.
Opportunities The opportunity lies in correctly distinguishing the needs of different groups to provide more professional and accurate information.
Opportunities Using graphic design to provide pet owners with a channel to communicate directly with professionals on their own terms.
BEFOREPET
RESEARCH
23
Hugo
WoofCare
Gap The gap is that different pet breeds have different problems and different training methods.
Gap Current pet insurance coverage is not broad enough to help owners deal with pet health issues.
Opportunities The opportunity lies in optimizing the project through functional design, so that novice owners can learn pet knowledge in a targeted manner according to their own conditions and pet breeds.
Opportunities Graphic design can create tools for understanding pet ailments based on the direct link between pet insurance and pet health.
24
YOUHUI GU
THESIS PROJECT
PET HOOH
Buddy Box
Gap It is often overlooked that the demand for pet nutrition products can be significantly boosted by raising pet owners’ awareness about the importance of scientifically feeding their pets.
Gap The gap in this project is that there are fewer types of deliverables and it cannot be achieved with one deliverable.
Opportunities Graphic design can help raise awareness about proper pet feeding.
Opportunities The opportunity lies in broadening access to information by utilizing diverse channels, including apps, websites, and brochures.
BEFOREPET
RESEARCH
Currently, most pet-raising products target existing pet owners and overlook those interested in pet ownership but in need of guidance.
25
26
YOUHUI GU
THESIS PROJECT
Background Data
BEFOREPET
Loneliness drove a lot of the acquisitions. But many pet owners may know less about policies than they think. A wide-ranging national poll of more than 1,300 pet owners conducted in early March by Money and Morning Consult explored not only changes to how owners interacted with their pets during the pandemic but what they spent on them–as well as what they might be willing to spend on medical bills, were the worst to happen to their animal. They also looked at how and why Americans acquired new non-human companions during the past 12 months.
Source: https://money.com/pet-pandemic-national-survey/
RESEARCH
27
28
YOUHUI GU
THESIS PROJECT
52%
of respondents citing loneliness as one of their motivations.
BEFOREPET
20% of respondents had insurance on their pets.
RESEARCH
29
30
YOUHUI GU
THESIS PROJECT
Depressed dogs, cats with OCD — what animal madness means for us humans Behind those funny animal videos, sometimes, are oddly human-like problems. Laurel Braitman studies non-human animals who exhibit signs of mental health issues -- from compulsive bears to self-destructive rats to monkeys with unlikely friends. Braitman asks what we as humans can learn from watching animals cope with depression, sadness and other all-too-human problems.
Dog-friendly dog training Speaking at the 2007 EG conference, trainer Ian Dunbar asks us to see the world through the eyes of our beloved dogs. By knowing our pets’ perspective, we can build their love and trust. It’s a message that resonates well beyond the animal world.
BEFOREPET
RESEARCH
Studying why animals behave the way they do can help pet owners have better relationships with their pets.
31
32
YOUHUI GU
THESIS PROJECT
Connections During this session, I delve into the project’s fundamental information across various fields and categories, uncovering their intrinsic relationships with each other. The objective is to unearth fresh connections and gain valuable insights. The process begins by identifying 6 categories that are relevant to and affect my topic: • Personal Impact • Cultural Impact • Environmental Impact • Political Impact • Economic Impact • Educational Impact Through this infographic, I found two potential connections and summarized insights. First, compared with cities, rural areas have fewer social resources and pets are more exposed to unsafe environments, so they are less aware of the correct way to raise pets. Second, most of the information in the pet market is general, and pet owners cannot quickly get solutions according to their needs and situations.
BEFOREPET
RESEARCH
33
34
YOUHUI GU
THESIS PROJECT
Thought Leader “Without training, the life of a puppy is predictable: chewing, soiling the house, digging up the garden, followed by a trip to the shelter where, if it’s lucky, it gets another try. Without training, that dog will be dead in less than a year.” – Ian Dunbar, veterinarian, animal behaviorist, expert dog trainer
BEFOREPET
RESEARCH
Many people don’t realize that pet behavior training can help owners develop better relationships with their pets.
35
36
YOUHUI GU
THESIS PROJECT
Quantitative Data Through my research on quantitative data, I found that while people are obsessed with pets, more and more people want to become pet owners. People support their pets for various reasons, but there are also a variety of challenges and difficulties that lead people to abandon their pets. Source: ASPCA
BEFOREPET
6.3
RESEARCH
million cats and dogs wind up in US animal shelters each year.
37
38 38
YOUHUI GU
THESIS PROJECT
46%
The most common primary reasons for re-homing a pet were related to the pets themselves.
BEFOREPET
RESEARCH
The most common reason(s) people surrender their pets: • Problem behavior • Aggression, • Health costs • The size of the animal
39
40
YOUHUI GU
THESIS PROJECT
“In efforts to address animal homelessness, we need to focus just as much on keeping pets from entering shelters in the first place, specifically by helping owners access critical resources.” -Matt Bershadker, president and CEO of the The American Society for the Prevention of Cruelty to Animals
BEFOREPET
NEW YORK, NY—The ASPCA® (The American Society for the Prevention of Cruelty to Animals®) released results of a published research study addressing the re-homing of cats and dogs in the United States, as well as the reasons behind why many pet owners feel they have no other choice but to re-home their pets. The study reveals that an estimated 6.12 million households are re-homing, or surrendering, their pets every five years – meaning that more than 1 million households are re-homing their pets each year. “While some of the reasons people re-home their pets are quite complex and difficult to change, many reasons given by the respondents in this study might have been easily resolved through affordable, accessible veterinary care, pet-friendly housing and access to other supplies and resources,” said Dr. Emily Weiss, vice president of research and development for the ASPCA. “Knowing that many pet owners would’ve opted to keep their pet with them if they’d had access to such critical services illustrates the need for programs and services that intervene and reach these pet owners before they’re forced to make this difficult decision. This is especially crucial in underserved communities where poverty rates are high and access to resources is limited.”
RESEARCH
41
42
YOUHUI GU
THESIS PROJECT
Important Questions When using questions to probe for deeper questions, we’ll uncover more detailed insights. At the beginning of my thesis project my topic was about pet homelessness due to lack of knowledge and responsibility of pet owners. In further investigation, I found that the current pet owners not only |lack understanding of how to properly raise pets, but also have less channels to obtain information, so they cannot find relevant information quickly and accurately according to their needs, resulting in pet owners unable to live better with their pets. For the purpose of gaining more enlightening and deeper insights, I used the Socratic method to create a threaded conversation of 61 questions, tracing logical paths related to the topics I wished to understand. On the basis of these 61 questions, I selected 6 of the most potential questions, answered these questions and gained insights through research and data collection. These questions played an important role in effectively supporting and navigating my project. Question categories, as follows: • Clarification • Assumptions • Reasons and evidence • Viewpoints and perspectives • Implications and consequences • Questions about the question
BEFOREPET
RESEARCH
43
44
YOUHUI GU
THESIS PROJECT
BEFOREPET
RESEARCH
45
46
YOUHUI GU
THESIS PROJECT
Insights list 1. People are more likely to choose to keep pets because of emotional needs and extra time, but ignore whether economic factors and their own anti-risk factors can prepare for long-term pet keeping. 2. Many pet owners don’t do the preparation and research about their pets before getting a pet. 3. Building relationships with pets that resemble human-like relationships helps pet owners be more tolerant of their pets. 4. By training dog owners in proper conduct and understanding the internal factors of animal behavior, owners can build better relationships with their pets. 5. Most of the information in the pet market is general, and pet owners cannot quickly get solutions according to their needs and situations. 6. Rural areas have fewer social resources and pets are more exposed to unsafe environments, so they are less aware of the correct way to raise pets. 7. The channels for acquiring pet knowledge are too narrow, mainly relying on websites and lacking more convenient tools such as APPs.
8. At present, most of the products on how to properly raise pets are aimed at pet owners, and lack attention to people who want to raise pets but are confused about it. 8. Many people don’t realize that pet behavior training can help owners develop better relationships with their pets. 10. Many people have the awareness of bringing pets to behavioral training and even complete the training, but they do not know that pet owners also need to receive certain training to understand the way of thinking and behavior of pets. 11. Keeping pets from entering shelters is a key focus in addressing animal homelessness. 12. Problem behavior, aggression, health costs, and the size of the animal are the most common reason(s) people surrender their pets. 13. Many pet owners don’t do the preparation and research about their pets before getting a pet. 14. Many pet owners still want to learn about pet ownership after raising pets, but this professional information is not easily accessible. 15. Looking at the pet-owner relationship through the lens of the pet’s emotional needs can help pet owners better understand their pets.
BEFOREPET
16. Pet owners can make informed choices when selecting a pet by carefully assessing their own circumstances and requirements, thereby reducing the likelihood of encountering unforeseen challenges. 17. Nowadays, pet owners face challenges in accessing reliable and authoritative pet information, which can potentially hinder their ability to effectively address their pets’ needs and concerns. 18. With the expansion and youngness of the pet industrial user group, it is essential to improve the user experience through a graphic design. 19. Living better with pets, which can help pet owners reduce stress and even help them improve emotional and social skills. 20. The current pet market does not have a tool to help pet owners evaluate how they should choose and keep pets in terms of personal lifestyle, economic status, living space and personal characteristics. 21. Because of the good side of pets shown by other pet owners, people will one-sidedly think that pets are cute and want to keep pets.
BRAND GUIDELINES
47
22. New pet owners and potential pet owners rely on social media as a tool for obtaining pet-related information. 24. The most important thing is not to have fantasies about pets, but to understand their pet’s personality and characteristics.
48
Youhui Gu
Thesis Project
BeforePet
03 Audience
Personas
50
Focus Group
64
SECTION SUBTITLE
49
50
YOUHUI GU
THESIS PROJECT
Audience Primary Audience I designed eight prototypes to create characters through the demographic, defining characteristics, and lifestyle stages. Based on the different positioning of these eight prototypes in the spectrum, I determined that my main audience is the potential cat and dog owners. Stakeholders This project is about helping pet owners live with their pets better, so any product, organization, business or individual that is related to pet life and pet-pet owner relationship may become a stakeholder. They may be pet hospitals, veterinarians, pet breeders, pet health products, pet medical insurance, pet food, pet training schools.
BEFOREPET
AUDIENCE
51
52
YOUHUI GU
THESIS PROJECT
Susie “I devote all my spare time to the cause of rescuing stray animals. I went to the veterinary hospital to study animal emergency treatment for a period of time. ” Demographics
Traits
Age: 42
•Susie is a caring person who has adopted five stray animals in her family.
Education: College Degree Occupation: Librarian Income: $75,000/yr Location: Chicago, IL Status: Single
• Susie never stops learning the latest pet behavior knowledge and pet health knowledge. •Susie volunteers weekly at a local stray animal rescue. And organized a number of pet knowledge publicity activities.
BEFOREPET
AUDIENCE
53
54
YOUHUI GU
THESIS PROJECT
BEFOREPET
AUDIENCE
55
Sajan “I’ve never owned a pet or know how to keep a pet, but my kids would love to have one. I want to choose a pet as a gift for my children, I am collecting all kinds of information about pets on the Internet.” Demographics
Traits
Gender: Male
•Although Sajan is busy with work, he devotes all his spare time to spending time with his family.
Age: 45 Education: Master Degree Occupation: Software Engineer Income: $350,000/yr Location: San Diego, CA Status: Married, 2 kids
•Sajan is an open-minded person who enjoys trying new things. •Sajan is good at collecting and organizing all kinds of information he needs and come up with the best solution.
56
YOUHUI GU
THESIS PROJECT
Dylan “I just want to make sure I’m making the right choice. I mean, both kittens and puppies are adorable, and I can’t decide. I want to be the best pet parent I can be.” Demographics
Traits
Gender: Male
•Dylan adores animals, especially kittens and puppies. He’s filled with affection and love for them.
Age: 28 Education: PhD Occupation: Student Income: $ 30,000/yr Location: Palo Alto, CA Status: Married, 1 kid
•He’s torn between getting a kitten or a puppy. He sees the appeal in both and is struggling to make a choice. •Dylan and his wife are PhD students at the same school, and they live together in the school’s couples dormitory.
BEFOREPET
AUDIENCE
57
58
YOUHUI GU
THESIS PROJECT
BEFOREPET
AUDIENCE
Lisa “I’m a cat person and I’ve always given my cats the best life possible. However my cat is often sick. Even though I will take it to the doctor right away, I hope I can keep my cat from getting sick as much as possible. ” Demographics
Traits
Gender: Female
•Lisa has a stable and well-paying career. Although her work often overtime keeps her very busy. But she still tries her best to maintain a balance between her life and work.
Age: 30 Education: Master Degree Occupation: Product Manager Income: 450,000/yr Location: Seattle, WA Status: Never Married
•She is an outgoing person who loves to make friends. She has many friends who share her hobbies and they help each other out in life. •An open-minded and studious person, she learns skills and develops hobbies in her spare time, such as flower arranging, tennis and horse riding.
59
60
YOUHUI GU
THESIS PROJECT
Grace “I adopted three stray cats unprepared, and I couldn’t let them go despite my precarious living conditions. Now that I have accumulated a lot of experience, I am still not professional enough to encounter problems. ” Demographics
Traits
Gender: Female
•Grace grew up in a family with pet dogs, but the parents are responsible for taking care of the dogs. Such an environment has made her a caring person, who often pays attention to stray animals and offers help.
Age: 28 Education: Master Degree Occupation: International Student Income: Not Applicable Location: Santa Clara, CA Status: Never Married
•She loves getting the information she needs online. But she was always unable to confirm the accuracy of the information. •She is someone who is reluctant to ask others for help. She thinks that if she can solve the problem herself, then she won’t bother others.
BEFOREPET
AUDIENCE
61
62
YOUHUI GU
THESIS PROJECT
BEFOREPET
AUDIENCE
63
Abby “I have been a veterinarian for more than ten years, and I hope to help more pet owners through my profession. ”
Demographics
Traits
Gender: Female
•Abby grew up in a family with pets, and her parents are both veterinarians.
Age: 42 Education: College Degree Occupation: Veterinary Income: $75,000/yr Location: Chicago, IL Status: Single
•Abby has a cat and a dog at home, and she and her family have developed a good relationship with pets. •In her spare time, she has been communicating with her pet owner clients, helping them with their pet difficulties and pet health issues.
64
YOUHUI GU
THESIS PROJECT
Focus Group My focus group featured three participants: Lexi, a four-year pet owner; Yao, a novice pet owner; and Ming, a potential pet owner. The session lasted for one hour. At the outset of the meeting, all participants were requested to sign the informed consent form. After a brief self-introduction by the three participants, they proceeded to a question-and-answer session, during which a total of six questions were addressed.
BEFOREPET
AUDIENCE
65
Timeline Gathering (13:00 -13:06)
Question 3 (13:28-13:35)
Signing release forms
Do you think it is important for pet owners to have a better life with their pets?
Writing name tags
Introduction (13:06- 13:15) Topic intro Self introduction
Question 1 (13:15 - 13:19) Can you describe your attitude towards pets or your experience with pets? Or do you have any memorable stories?
Question 2 (13:19-13: 28) What preparations do you do before getting a pet?
Question 4 (13: 35- 44) What do you think is the most important thing you need to do to live better with your pets?
Question 5 (13: 44- 13:52) Are there any tools that will help you learn about pets while you are raising or preparing to raise pets?
Question 6 (13:52-14:02) What do you think is the biggest difficulty or frustration in living with pets?
66
YOUHUI GU
THESIS PROJECT
BEFOREPET
“Pets showcase a wide range of personalities, underscoring the importance for pet owners to hold practical expectations about their pets.” - Lexi, a four-year pet owner
AUDIENCE
67
68
YOUHUI GU
THESIS PROJECT
BEFOREPET
“I have a lot of friends who have pets and I think their pets are cute, so this inspired me to have pets.” - Ming, potential pet owner
AUDIENCE
69
70
YOUHUI GU
THESIS PROJECT
BEFOREPET
“Numerous automated devices can assist pet owners in managing various challenges.” - Yao, First-time pet owner
AUDIENCE
71
72
YOUHUI GU
THESIS PROJECT
BEFOREPET
Insights ∙ Due to the positive experiences shared by other pet owners, people often develop a one-sided perception of pets as adorable companions and become inclined to adopt them. ∙ New and prospective pet owners increasingly turn to social media as a valuable resource for gathering information about pet ownership. ∙ Contemporary technology offers numerous solutions to address various challenges faced by pet owners. ∙ It’s crucial not to harbor unrealistic expectations about pets; rather, it’s essential to comprehend your pet’s unique personality and traits.
AUDIENCE
73
74
YOUHUI GU
THESIS PROJECT
BEFOREPET
04 Solutions Key Insights
76
Strategies
78
SOLUTIONS
75
76
YOUHUI GU
THESIS PROJECT
Key Insights Topic Area The best way to choose and keep dogs and cats. Audience Potential cat and dog owners. Thesis idea This project is about helping potential pet owners choose the right pet (specifically dogs and cats) and learn about pets to live better with them in the future. The deliverables of the project mainly address three aspects: 1. Evaluation of potential pet owners’ lifestyle 2. Learn about the different dog and cat breeds 3. A reliable way to acquire pets
BEFOREPET
SOLUTIONS
77
Insight 1
Strategy 1
Many potential pet owners do not consider their current lifestyle when deciding whether to get a pet.
Provide ways for people to evaluate their current lifestyle and help them determine whether to get a pet and what kind of adjustments they might need to make.
Insight 2
Strategy 2
Potential pet owners need to understand the characteristics, and pros and cons of specific kinds of pets so that they can choose the right pet.
Help pet owners understand the characteristics, and pros and cons of different pet breeds so that they can choose the right pet.
Strategy 3
Insight 3
Create a tool that connects potential pet owners with the information they need to actually to acquire their pets.
Many potential pet owners do not understand how to actually acquire a pet once they decide what kind of pet to get.
78
YOUHUI GU
THESIS PROJECT
Strategies learning kit A learning kit for potential pet owners that uses engaging visuals and a fun process to help them learn about the different dog and cat breeds, the basics of pet ownership, and a list of pet care supplies. And people can apply for this free kit on our website or get it at an offline event.
Brand postcard Postcards with brand stule help the brand to better connect with users.
Magazine The content addresses proper pet care practices, fundamental pet care information, and a comprehensive list of essential pet supplies.
Support materials : Provide target audience with tools to take notes about pet knowledge.
BEFOREPET
APP/WEBSITE The goal is to offer users convenient access to online tools that assist prospective pet owners in finding the perfect pet to match their lifestyle, educating them on responsible pet care, connecting them with reputable breeders or adoption agencies, and facilitating connections with pet experts.
APP An app helps potential pet owners match suitable pets and gain pet knowledge.
App landing website Assist prospective users in gaining a pre-emptive understanding of the App’s features, while also acquiring insights into the brand’s pet philosophy and knowledge by signing up online to receive a complimentary Learning Kit.
SOLUTIONS
79
80
YOUHUI GU
THESIS PROJECT
Advertising A set of motion graphic ads is an efficient means to introduce apps and websites on social media. These ads, with engaging animations and visuals, swiftly convey information, magnifying the product’s impact. Additionally, traditional marketing remains crucial. Placing posters in diverse venues can enhance brand promotion. Utilizing billboards in different locations attracts a wider audience and complements digital marketing strategies.
A series of motion graphics : Four social media advertisements showcasing the brand and app with engaging visuals and dynamic animations.
A series of posters : The three offline posters also function as a means of promoting the brand and its products.
BEFOREPET
Empower your journey into pet parenthood with the keys to a harmonious companionship.
SOLUTIONS
81
82
YOUHUI GU
THESIS PROJECT
BEFOREPET
BRAND GUIDELINES
83
05 Brand Guidelines Logo
84
Graphic Elements
100
Logo Variations
86
Icons
101
Clear Space
88
Color for the Logo
90
Incorrect Usage
92
Color Palette
94
Typefaces
96
Photography Style
98
84
YOUHUI GU
THESIS PROJECT
Logo The BeforePet logo features a captivating wordmark accompanied by a purposeful symbol. The wordmark effectively communicates the brand’s core message, highlighting the significance of responsible pet ownership from the very moment one considers bringing a pet into their home. The symbol combines a paw, representing our cherished furry friends, with an upward-pointing arrow, symbolizing proactive and diligent preparation. This clean and impactful design serves as a potent reminder that responsible pet ownership begins well before a pet’s first paw steps into your life.
BEFOREPET
BRAND GUIDELINES
85
86
YOUHUI GU
THESIS PROJECT
Logo Variations BeforePet emphasizes the importance of having both vertical and horizontal variations of the logo to ensure maximum versatility and adaptability across a wide range of applications. The vertical version of our logo serves as an elegant representation, working exceptionally well in situations where a more compact and streamlined design is required. It is particularly effective in mobile apps, social media profiles, and other instances with limited horizontal space. On the other hand, the horizontal variation provides a balanced and expansive presence, making it ideal for traditional printed materials such as business cards, letterheads, and banners.
BEFOREPET
BRAND GUIDELINES
87
88 88
YOUHUI GU
THESIS PROJECT
Clear Space To preserve the BeforePet logo’s integrity, always maintain a minimum clear space around the logo. This clear space isolates the logo from competing graphic elements such as other logos, copy, photography or background patterns that may divert attention. The minimum clear space as determined by the height of the letter X . This minimum space should be maintained as the logo is proportionally enlarged or reduced in size.
BEFOREPET
BRAND GUIDELINES
X
X
X
X
89
1/2X
X
X
X
X 1/2X
90
YOUHUI GU
THESIS PROJECT
Color for the Logo BeforePet’s logo utilizes a spectrum of colors strategically chosen to evoke specific emotional responses and connections within its target audience. The warm tones hues reminiscent of soft earthy tones and friendly warmth—embrace the nurturing and comforting aspects of pet ownership, appealing to the caring and compassionate nature of potential pet owners. Meanwhile, the cooler shades reflect a sense of reliability, trust, and tranquility. The combination of these colors represents the diverse yet interconnected facets of responsible pet ownership, blending the emotional appeal of warmth and affection with the reliability and trustworthiness necessary in guiding new pet owners through the journey of choosing and caring for their furry companions.
BEFOREPET
BRAND GUIDELINES
Midnight Whisker
Bouncing Ball Blue
Furball Turquoise
Labrador Yellow
Kitty Dream Lavender
Paw Pink
91
92
YOUHUI GU
THESIS PROJECT
Incorrect Usage 1.
Do not apply a stroke to the logo
2.
Do not recolor any part of the logo
3.
Do not transform, scale, or alter the logo in any way
4.
Do not rearrange the logo in any way
5.
Do not apply drop shadow or effects to the logo
6.
Do not rotate the logo in any way
7.
Do not distort the logo in any way
8. Do not use the logo as a framing device for imagery 9.
Do not use the logo in a line of text
BEFOREPET
BRAND GUIDELINES
1
2
3
4
5
6
7
8
9 Welcome to
93
94
YOUHUI GU
THESIS PROJECT
Color Palette BeforePet’s carefully curated color palette enhances the brand identity by conveying a vibrant and engaging personality. Warm and inviting hues create a friendly and approachable atmosphere, while harmonious blends exude trustworthiness and professionalism. Dynamic colors inject a sense of innovation and excitement, capturing the spirit of exploration and discovery that defines BeforePet. This thoughtfully crafted palette draws attention and leaves a lasting impression, reinforcing the brand’s unique personality and values in the hearts of its audience.
BEFOREPET
BRAND GUIDELINES
Labrador Yellow
Paw Pink
#fcc26b
#ffa19e
R252 G194 B107 C3 M27 Y66 K0
R252 G161 B158 C0 M47 Y28 K0
Kitty Dream Lavender
Furball Turquoise
#ababfa
#54ccd1
R171 G171 B250 C32 M32 Y00 K0
R84 G204 B209 C60 M1 Y24 K0
Bouncing Ball Blue #3572ec R54 G115 B237 C78 M59 Y0 K0
Midnight Whiskers #0a0aa8 R10 G10 B168 C100 M97 Y5 K3
95
96
YOUHUI GU
THESIS PROJECT
Typefaces Dunbar Tall Dunbar Tall exudes a sense of modernity and elegance, reflecting the brand’s commitment to innovation and quality in the pet industry. Its tall, sleek letterforms convey a sense of sophistication and professionalism. This font is mainly used for display, titles, and subtitles.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1123456789!@#$%^&*?/
Headline 1
Headline 2 Headline 3
BEFOREPET
Bai Jamjuree Bai Jamjuree brings a friendly and approachable feel to the brand, emphasizing its warmth and dedication to pet owners. Together, these typefaces strike a perfect balance, encapsulating the brand’s core values of excellence and compassion, ultimately enhancing its overall identity and leaving a lasting impression on its audience.
abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ 1123456789!@#$%^&*?/
Body copy 1 Our mission is simple yet powerful: to promote responsible pet ownership and reduce the number of animals in shelters. Body copy 2 Our mission is simple yet powerful: to promote responsible pet ownership and reduce the number of animals in shelters.
BRAND GUIDELINES
97
98
YOUHUI GU
THESIS PROJECT
Photography Style The photography style features a clean and minimalist design, with solid color backgrounds and images of animals taking center stage. By pairing bold, vibrant colors with the beauty of the furry friends, we aim to convey a sense of joy and optimism that reflects the happiness and fulfillment that pets can bring into our lives.
BEFOREPET
BRAND GUIDELINES
99
100
YOUHUI GU
THESIS PROJECT
Graphic Elements The visual elements incorporates three key elements: geometric figures, paws, and arrows. The geometric figures represent the careful evaluation and decision-making process that goes into selecting the right pet. The paws are a nod to the animals we love, and the responsibility we have as pet owners to care for them. Finally, the arrows symbolize the connection between pet owners and the reliable breeders we work with to ensure that every pet finds its forever home. Together, these visual elements represent our commitment to providing the best possible resources and support for both pets and their owners.
BEFOREPET
Icons All of our icons are rendered with rounded corners. By choosing rounded corners over sharp angles, we aim to create a more welcoming and friendly aesthetic that reflects our commitment to helping people and their pets thrive.
BRAND GUIDELINES
101
102
YOUHUI GU
THESIS PROJECT
BEFOREPET
06 Deliverables BeforePet App / Web
104
Learning Kit
140
Advertisement
178
DELIVERABLES
103
104
YOUHUI GU
THESIS PROJECT
BeforePet App / Web Our cornerstone digital platforms: the ‘BeforePet’ App and the App Landing Website. This digital duo is at the heart of our mission, offering a range of essential features: •
Pet Matching Survey: Uuers can input their preferences and lifestyle information to assist the system in identifying suitable pet breeds.
•
Learning Center: a comprehensive database of pet knowledge equips users to become well-prepared pet owners.
•
Connect with Breeder: we establish connections with breeders for those seeking specific breeds.
•
Ask online: users can access personalized consultations with pet experts to address their unique needs.
BEFOREPET
DELIVERABLES
105
106
YOUHUI GU RESEARCH
THESIS PROJECT
Brainstorm for App During the initial phases of app and website design, I embarked on a brainstorming session with a friend skilled in product design and programming. Our aim was to define the primary features, structure, and suitable visual elements for the application. Within this dialogue, I conceptualized the application with four core functions: Pet Matching, Pet Knowledge Center, Breeder Center, and Online Consultation. The objective was to facilitate users in accessing comprehensive information and resources before adopting pets. Following the identification of these four primary functions, we delved into the specific substructures of each function individually. While ensuring that each function served its intended purpose, we integrated interactive features to enhance users' access to information.
BEFOREPET
DELIVERABLES
107
108
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
109
110
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
111
112
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
113
114
YOUHUI GU RESEARCH
THESIS PROJECT
App Wireframe
BEFOREPET
DELIVERABLES RESEARCH
115
116
YOUHUI GU
THESIS PROJECT
User Testing for App For prototypes, I’ll opt for a high-fidelity version at this stage to test with participants. Since I’ve established the visual system in Thesis 1, the ad sketches will align with it. This high-fidelity prototype will assess the effectiveness of the current visual system and gather feedback for visual enhancements. It also allows testers to interact on mobile phones, providing a genuine user experience.
BEFOREPET
DELIVERABLES
117
118
YOUHUI GU
THESIS PROJECT
Conclusions Task 1:
Task 2:
Users complete survey, get matched pets, and find breeder.
The tester need to reads an article in the learning function.
Observation/Feedback:
Observation/Feedback:
∙ The tester can successfully complete each step correctly.
∙ The tester can successfully complete each step and click the button of each page correctly.
∙ Tester can be directed from the results to the breeder page. ∙ Tester had hesitations about the pet’s barking and size.
∙ When the tester returned to the “Learning” home page from the article page, the page connection was wrong.
Conclusions:
Conclusions:
∙ Add a slider to the barking question.
∙ Improve the logic between back and cancel buttons.
∙ Use icons to visualize pet sizes in the relevant question. ∙ Enlarge keywords on the pet matching results page. ∙ Include breeder images on the pet matching results page.
BEFOREPET
DELIVERABLES
Task 3:
Overall:
Testers get in touch with an expert online in the "Ask Online" page.
The feedback and suggestions on the overall functionality and visuals.
Observation/Feedback:
Observation/Feedback:
∙ Testers can choose an expert and enter the online chat page.
∙ Testers really liked the overall visuals, especially the colWors.
∙ Testers hesitated when choosing the chat type. ∙ If the user is connected to multiple experts, it makes more sense to go to the contact list first.
Conclusions
Conclusions
∙ In “Ask Online”, add a contact list page.
∙ Improve the title’s visual.
∙ Change the wording “meeting appointment” or add an explanation about the type of meeting.
∙ Lock the title and button areas at the top of the page.
119
120
YOUHUI GU
THESIS PROJECT
BeforePet App The goal is to offer users convenient access to online tools that assist prospective pet owners in finding the perfect pet to match their lifestyle, educating them on responsible pet care, connecting them with reputable breeders or adoption agencies, and facilitating connections with pet experts.
BEFOREPET
DELIVERABLES
121
122
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
123
124
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
125
126
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
127
128
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
129
130
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
131
132
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
133
134
YOUHUI GU
THESIS PROJECT
BeforePet Website The website highlights BeforePet's philosophy, user experiences, and crucially, the App's functionalities. Moreover, the website is seamlessly integrated with another deliverable— the learning kit, which users can obtain for free through the site.
BEFOREPET
DELIVERABLES
135
136
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
137
138
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
139
140
YOUHUI GU
THESIS PROJECT
Learning Kit The first deliverable is an interactive and engaging learning kit. This dynamic kit includes three informative magazines designed to provide people with essential knowledge about pet breeds and pet care. There will also be prompts in the magazine articles to connect to our digital products, encouraging users to download our app, creating a series of resources that form a cohesive system. Additionally, the deliverable includes a well-crafted notebook for users to record their learning and pet ownership experiences. Complementing this, we offer commemorative stickers and postcards, embodying our brand’s culture and values.
BEFOREPET
DELIVERABLES
141
142
YOUHUI GU
THESIS PROJECT
Learning Kit� Magazine Iuuse No.01 In this magazine, we delve into the essentials, the pillars that uphold the joy and responsibility of pet companionship. From understanding the commitment it takes to nurturing a furry friend to preparing your home for their arrival, we guide you through the fundamentals. These foundational principles are the cornerstone of building a harmonious and fulfilling relationship with your future companion.
BEFOREPET
DELIVERABLES
143
144
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
145
146
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
147
148
YOUHUI GU
THESIS PROJECT
Learning Kit� Magazine Iuuse No.02 From the charming personality traits of different breeds to understanding their unique needs and temperaments, we provide a comprehensive guide to help you make an informed decision. Discover the characteristics that align with your lifestyle, ensuring a harmonious and lasting connection with your new family member.
BEFOREPET
DELIVERABLES
149
150
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
151
152
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
153
154
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
155
156
YOUHUI GU
THESIS PROJECT
Learning Kit� Magazine Issue No.03 This magazine focus on the transformative phase of becoming a novice pet owner. From the first enchanting moments of bonding with your pet to navigating the initial challenges, this magazine is your trusted companion on this exhilarating journey. Filled with practical advice and expert tips, it equips you with the confidence and knowledge needed to foster a strong and enduring bond with your furry friend.
BEFOREPET
DELIVERABLES
157
158
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
159
160
YOUHUI GU
THESIS PROJECT
Learning Kit Postcard A collection of educational postcards that seamlessly blend our distinctive brand style with insightful quotes, elevating the pet parenting experience. Immerse yourself in the vibrant hues, playful illustrations, and heartwarming imagery that define our brand, while each postcard serves as a daily dose of enlightenment with carefully curated educational quotes. More than decorative pieces, these postcards are tools for communication and understanding, fostering stronger bonds between people and pet.
BEFOREPET
DELIVERABLES
161
162
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
163
164
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
165
166
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
167
168
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
169
170
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
171
172
YOUHUI GU
THESIS PROJECT
Learning Kit Journal Embark on a journey of discovery and companionship with BeforePet’s Learning Journal—a haven for pet enthusiasts to chronicle their unique learning experiences and create lasting memories with their beloved furry companions. It’s a narrative waiting to unfold. Capture the essence of your pet parenting adventure by documenting valuable insights, training milestones, and the everyday joys that make your bond with your pet .
BEFOREPET
DELIVERABLES
173
174
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
175
176
YOUHUI GU
THESIS PROJECT
Learning Kit Stickers Each sticker, adorned with playful illustrations and vibrant colors, transforms ordinary surfaces into pet-friendly canvases, allowing you to carry the spirit of pet ownership wherever you go.
BEFOREPET
DELIVERABLES
177
178
YOUHUI GU
THESIS PROJECT
Advertisement This vibrant and eye-catching motion graphic ad and poster will be displayed on social media and in public spaces. On the one hand, these eye-catching visuals are intended to connect with other deliverables to form a system. On the other hand, we can effectively expand our influence, cover a wider audience of individuals who are considering keeping pets, and attract more people who plan to bring pets into their lives. Encourage responsible pet ownership through engaging and informative content.
BEFOREPET
DELIVERABLES
179
180
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
181
182
YOUHUI GU
THESIS PROJECT
Motion Graphic Ads
BEFOREPET
DELIVERABLES
183
184
YOUHUI GU
THESIS PROJECT
BEFOREPET
DELIVERABLES
185
186
YOUHUI GU
THESIS PROJECT
BEFOREPET
08 Responses User Testing for App
188
RESPONES
187
188
YOUHUI GU
THESIS PROJECT
User Testing for App My user testing process will consist of two main phases. In the first phase, participants will engage in prototype testing. I will commence the session by providing an overview of the project. During the prototype testing, the testers will have the opportunity to explore the app independently without any guidance. I will closely observe their interactions with the app and take note of their reactions and actions. The second phase of the testing involves gathering feedback. To achieve this, I will convene the testers to share their insights through group discussions, one-on-one interviews, or surveys. Throughout both phases, I will thoroughly document the feedback and results by recording the entire process through video and audio recording methods.
BEFOREPET
RESPONES
Dylan
Lexi
Yao
Potential pet owner
Experienced pet owner
Novice pet owner
189
190
YOUHUI GU
THESIS PROJECT
“BeforePet is a great tool for current pet owner`s and individuals considering getting a pet. Because when I’m unsure of my preferences and expectations about pet, the prospect can be daunting.” – Dylan Ding
Insight One common challenge in the realm of pet care is the scarcity of easily accessible resources. Uncertainty surrounding one’s preferences and expectations about pet ownership can be a daunting hurdle to overcome. BeforePet, with its user-friendly and informative interface, is clearly bridging this gap, offering a convenient solution to those seeking guidance. This insightful feedback underscores the potential of BeforePet to empower individuals with the knowledge and confidence they need to make informed decisions about their pet journey, ultimately fostering happier, healthier relationships between pets and their owners.
BEFOREPET
RESPONES
191
192
YOUHUI GU
THESIS PROJECT
“For many first-time pet owners, they may not know enough about different breeders. And the Pet Matching Survey may expand their choices.” – Yao Jiang
BEFOREPET
RESPONES
193
194
YOUHUI GU
THESIS PROJECT
BEFOREPET
“I believe this method offers a simpler way for me to find answers to pet-related questions.” – Yao Jiang
Insight The app’s ability to pinpoint and provide precise answers to pet-related questions is highlighted as a significant advantage. This feature not only saves users time but also ensures that they receive relevant and accurate information tailored to their specific needs. By addressing this common issue, the BeforePet App appears to be a promising solution for pet owners seeking reliable and personalized answers to their questions, ultimately enhancing their overall pet care experience.
RESPONES
195
196
YOUHUI GU
THESIS PROJECT
“I think it would be really good to have some sort of decentralized platform that connects people to really trustworthy breeders, experts, and doctors.” – Lexi Shao
Insight The concept of a decentralized recovery platform that connects individuals with reliable hospitals, breeders, and doctors addresses a critical need in the pet care industry. By focusing on trustworthiness and decentralization, the app can potentially empower pet owners to make informed decisions about their pets’ health and well-being.
BEFOREPET
RESPONES
197
198
YOUHUI GU
THESIS PROJECT
BEFOREPET
RESPONES
“I thinks it can definitely be helpful, especially for first-time users. For first-time pet owners, they may have seen that cats or dogs are easy to care for, but there are some parts they have never seen. ” – Lexi Shao
199
200
YOUHUI GU
THESIS PROJECT
BEFOREPET
RESEARCH
201
202
YOUHUI GU
THESIS PROJECT
Where the symphony of love begins before the first paw print.
BEFOREPET
RESEARCH
203
Colophon Contact
Youhui Gu beforepet.net guyouhui97@gmail.com
School
Academy of Art University School of Graphic Design
Major
Master of Fine Arts Graphic Design and Digtal Media
Instructor
Jeremy Stout Laurie Makela Sandra Isla
Photography
unsplash.com stock.adobe.com
Typography
Bai Jamjuree Dunbar Tall
Copyright
© [2023] [Youhui Gu]. All content on this portfolio belongs to Youhui Gu and is protected by copyright law. No reproduction, distribution, display, or use is allowed without prior written permission. Unauthorized use may result in legal action. For inquiries, contact guyouhui97@gmail.com.
beforepet.net