Overview
Objectives
Design a B2C experience that allows Chewy customers to donate items to a shelter/rescues wishlist.
Design a B2B experience that allows a Shelter/ Rescue to receive donated items from their wishlist.
Thoughts & Feelings
I was immediately excited to be working on a project that gave back to those in need. Chewy has always been focused on giving back, it felt nice to be apart of a project that had this much impact on the pet community.
My Role & Responsibilites
Lead Designer, Research, Wire framing, Usability Testing, Hi-Fi Mock Ups
Tools
Figma, Otter, Notion, Excel, Confluence, and Jira
Sprint
4+ Months
Team
1 content strategist, 1 researcher, 1 product manager, 5 developers, 3 stakeholders
About Chewy
Chewy is an American online retailer in pet food and other pet-related products based in Dania Beach Florida. Chewy ranks among the leaders in pet-product e-commerce, along with Amazon and Walmart.com. Their sole mission is to be the most trusted and convenient online destination for pet parents (and partners), everywhere.
Since 2012, Chewy has personally donated more than $62M in products to ensure that shelter and rescue animals get the quality care they deserve.
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In 2019, Chewy wanted to help shelters and rescues and provide customers the opportunity to give back to the community.
Chewy Gives Back is a charitable platform designed for shelters/rescues to receive donations through the gratuity of Chewy customers looking to make a difference. Chewy Gives Back is both a B2B and B2C experience. This was a net new experience so we started from scratch.
The Problem
​Shelters/Rescues do not receive enough donations to take care of their pets in need. This is due to poor exposure in their area or they receive too many donations of the same item. They don't have a dependable platform to of telling pet owners their needs.
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Context
Shelters/Rescues are usually non profit organizations. They don't have a ton of money to spend on advertising and web design. The outcome is a poorly designed/ dated 90's era website with cute pictures of animals. In order to get by, Shelters/Rescues use social media (Facebook, Instagram, Twitter and Amazon) to receive donations . We wanted to help create more exposure for these organizations so they could get the help they needed.
The Solution
Create a platform where Shelters/Rescues can promote themselves and receive donations for their pets in need.​
Deliver a new charitable donation experience for Chewy customers so they can support and discover new Shelters/ Rescues in need​
Starting with Research
Teamed with a UX Researcher, our main objective was to understand current donation pain points, identify trends from people already donating, and to familiarize ourselves with charitable platforms currently being used. The research consists of : customer research, shelter/rescue research, usability testing, SWOT analysis and competitive benchmarking. A mixture of quantitative and qualitative methods was used.
Quantitative
Customer survey, 151 responses
Qualitative
1-1 interview with 4 participants who have donated in the past 12 months
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Competitive Benchmarking
"We are animal lovers. We have 3 dogs and a cat ourselves. Our local shelter tries the best that it can to get as many animals homes, but the funds are not always there to get the supplies they need. If I am able to help in any way, that is something I am going to do." - Participant
"I live in a rural area. The amount of dogs and cats dumped out here is shocking and sad. I have 7 dogs and 3 cats. 3 of the dogs were dumped and 2 of the cats. All are amazing pets and so sweet. It made me want to help the no kill shelters in our area." - Participant
"It'd be really great if it just like had like a fully fleshed out social media sharing aspect to it so that people could easily share like I just bought this thing for Gifford. Yeah and being able to share the wish list, not just us but like other people being able to share the wish list."- Rescue
Amazon Smile​
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Amazon List​
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Petco Foundation
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Walmart Registry for the Good​
The Flow
Below is a high level flow showing the entire B2B (Green - Shelter/Rescue) and B2C (Blue - Customer) experience. This flow captures every page, action a user takes, backend function, and emails. One of our biggest hurtles was using a third party affiliate program (Purple - Partnerized) and integrating it seamlessly into the experience. This flow may seem a little complex but it's great for stakeholders and developers to see the entire experience.
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Rescue Experience
A rescue can sign up and create a business page on Chewy. They put in basic information and can build a wishlist of items that they need. Other functionality is sharing their personal affiliate link and getting a $20 kickback on every purchase made.
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Customer Experience
Customers search for a Shelter, find their business page, purchase a product from a their wishlist, and donate to their cause.
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Ideating
I started sketching and envisioning all the screens needed to make this experience work mirroring my experience flow. Once I felt comfortable with the progress and scope, I kicked off making rough wireframes and iterated based on feedback from leadership.
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Let's create a profile for Last Hope K9 Rescue.
We'll walk through the Shelter/Rescue Experience for Chewy Gives Back.
The Basic Info
The profile creation experience starts from the rescue landing page. The rescue is welcomed to the sign up with a descriptive conversational experience that carries through the process of creating their organizations business page.
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We wanted to obtain this information to help ease the lift of creating their profile. Once the profile was created, it's submitted to an approval process run by Chewy.
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Customize your page
From there, the organization is presented with popular items to get started building their wishlist.
The rescue can upload their logo and crops the image to fit within their business page. Additionally, they would be able to leave a description of their organizations mission and provide a thank you note for donators.
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Once approved, the organization will receive an email with detailed instructions on next steps.
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Adding to Wish List
The organization's business page is live and they can now start adding items to their wishlist. This experience is seem less and almost identical to shopping at Chewy.
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For this experience we also introduced a new component. Drawers would allow the organization to set requirements for an item. Tags, quantity, and reoccurring were all options.
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Let's find Last Hope K9 Rescue and donate an item off their wish list.
Now we'll walk through Customer Experience for Chewy Gives Back.
Searching
Starting from the customer landing page, the user is brought to a search experience.​ The user can use city, name, and zip to find the organization they would like to donate too.
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Once the organization is selected, the user can view their wishlist and donate items needed
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Giving Back
Donating an item is easy to do. Simply select Wishlist to view all of their needed items and tap + to add it to your cart.
We created a cart specifically for donations, the Donation Cart, that simplifies the experience and is separate from your normal cart. This split cart system helps if you've already been shopping for yourself.​
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Next Steps...
In order to guarantee success on a national scale, we did a soft launch in Florida (HQ) while we continued to grow our network.
Monitor Tableau
During our soft launch in Florida, our team monitored Tableau to track:
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Ecom Sales Analytics - Growth
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Marketing Analytics - Reach
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Click Rate Analytics - Success
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A major OKR for this product was a successful sign up process, emails, and SEO to grow our Chewy Gives Back Network.
This helped establish value to our customers who would make the donation.
Adopting
Shortly after we launched the Chewy Gives Back Program, we started Phase II of this product.
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The next phase was adding the ability to list adoptable pets on a Shelters Page.​
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In order to accomplish this, we partnered with Adopt a pet.
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