Discovery case study

An app for dog lovers

the client

Lucía and Mariana, the entrepreneurs behind this product, already had the app in the market when they came to us, but they were looking for a change of strategy: to build an online store.

The app that they first released to the market had all the information a dog owner needed, such as addresses and phone numbers of vets, dog walkers, trainers, pet-shops information, and so on.

It was a static application: just a platform with information, but no interaction. Once that app was on the market, they discovered the need of users to interact with the businesses. That’s when they came to us with the idea of the online store.

The challenge

As we got closer to the project, some questions raised:

Person feeding a dog

As we got closer to the project, some questions raised:

Would an online store dog-exclusive be viable?
What is the real need for an app that allows interaction between dog owners and service providers?
Could TodoPerro be unique and present a clear differentiation in the market?
What is the unique value that this app has to offer?
Who would be the early adopters for this new dog online store?
With so many questions in our hands, we didn’t want Mariana and Lucía to invest in changing their app without being sure what the users needed, we decided to carry on with a Discovery Process with a strong focus on validating the hypothesis and ideas throughout the whole journey.

Stages of the process

These are the steps we followed to get the right answers to the questions formulated above:

Initial Analysis

The entrepreneur team had deep knowledge of the different businesses around dogs and dog-owners but had to learn more about the users, so we concentrated on studying and verifying which were the most appropriate user segments to targets and business models. We also did introductory research on different market segments and competitors.

Empathise and Define

During this stage, we identified the most important market segments to address, as they would be our Early Adopters. Then, we deepen the understanding of them by following the Persona Design Methodology.

We studied their needs, problems, identified their daily routines as dog-owners. We also put effort into studying what solution would they expect from this app, and how could we make their lives easier, as well as what solution would they expect from this app.

This research allowed us to improve our understanding and confirm the assumptions we had previously made. It also helped us gain new insights and discover new opportunities.

The techniques we used were:

exploratory interviews

validation questionnaires

The information gathered was organized in User Personas, as suggested by the Persona Design Methodology.


The information gathered in previous stages gave us new material to work on as opportunities we had missed or problems we didn’t see before.

For this Ideation stage, we organized a Brainstorming session with the entrepreneurs from TodoPerro. Even though the main focus was on the Online Store, new ideas came to the table and became interesting topics of discussion.

Selection of ideas, created a questionnaire and sent it to 100 people via social media and social media adds. The response was great and helped us with the following:

Person feeding a dog
to determine which were the best ideas
to prioritize them
to determine what should be included in the first version of the online store
to discover several new opportunities

Also, because we included different demographic and behavioral questions, we were able to fine-tune our understanding of each market segment. With all this information, we were able to go to the next stage.


The Design Sprint Methodology (from Google Ventures) allows following a structured process to develop a fast prototype that can be tested by real users in the same week. Because of its practicality and convenience, we chose it to create the prototype of the TodoPerro online store.

For this Sprint we teamed up with a UX/UI designer, a Product Manager, a Technical Leader and the owners of TodoPerro.

These are the steps we followed during the sprint:


We formulated a concrete set of questions to get to the responses we needed. 


We studied competition and other similar platforms to get inspiration and detect good ideas.


We conducted ideation and sketching sessions.


We crafted a clickable prototype with high-definition screens in one day.


People represented in our market segments went to Bixlabs headquarters to test the prototype.


We filmed the interaction of thez users with the app to collect precise and concrete information about and have a record of it.


We watched these videos together with the client to take our conclusions.

Scope and Estimation

Once we got to this stage, we had four decisions to make:


What eCommerce engine would be a better fit?


What technology did we need for the front end? Hybrid, React Native, or web?


From the functionalities listed in the scope, which ones would this first version include?


How to make the business model work with the commission schemes that eCommerce engines and payment gateways have?

TodoPerro map

To make the right call we had to keep a few things in mind:

The budget

The existing TodoPerro app (or did we wanted to start from scratch?)

How the business model could work when sharing revenue and paying commissions to all the involved actors

Methodologies we used

  • Business Model Design
  • (Alex Osterwalder)
  • Persona DesigN
  • Design Sprint (Google Ventures)
  • Lean Startup experimentation
Person feeding a dog