Building the largest, one-stop online platform for dog owners in Uruguay.

The Client

Todo Perro aims to connect dog owners with businesses and entrepreneurs offering dog products, services, and accessories in a fast and reliable way, creating a large community of pet owners, companies, and professionals.

Specially created for the Uruguayan market, Todo Perro wanted to become the leading channel for trading products and services for dogs. Through a user-friendly mobile app, Todo Perro aims to provide technological aid to entrepreneurs and large businesses that need an online platform to reach more customers.

The Task

When Todo Perro's founders, Lucia and Mariana, came to us, they already had an MVP launched in the market, and they were looking to take their product to a new level.

The first version of their product was a static application showing relevant information. Todo Perro leveraged this platform to gather data about their users and the services they looked for the most, such as vets, dog walkers, trainers, pet-shops, and more.

For this new iteration, they wanted to allow users to interact directly with products & services providers through a single online store.

As we got involved in 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?
We didn't want TodoPerro to invest in a new app before validating the product idea. Therefore, we decided to carry out a comprehensive Product Discovery process focused on confirming the client's hypotheses and ideas throughout the journey.
LEARN MORE ABOUT OUR PRODUCT DISCOVERYPRODUCT DISCOVERY
Discovering the product
To answer the questions formulated above, we conducted an integral Product Discovery process, including the following steps:
1.
Initial Analysis
During this stage, we aim to understand the client's vision for the product. The initial assessment helps us align with the client's goals, manage expectations, and minimize possible misunderstandings. It also allows us to outline the problem, the market segment, and the value proposition.

Over the years, TodoPerro had gained in-depth knowledge about the different businesses and professionals in the pet industry but needed to conduct thorough research to identify the potential product users and their needs.

We focused on analyzing and validating the target users and conducted preliminary research on the different market segments and competitors.
2.
Empathise and Define
On an app with a strong focus on human interaction like TodoPerro, a profound understanding of the market segment is crucial. That's why we set to define the user segment before working on the product's scope.
On an app with a strong focus on human interaction like TodoPerro, a profound understanding of the market segment is crucial. That's why we set to define the user segment before working on the product's scope.
For Todo Perro's project, we aimed to identify the product's early adopters and their particular characteristics. Following the Persona Design methodology, we studied the target users' needs, problems, and daily routines.

We put a huge effort into understanding what users would expect from a product like this and how we could make dog-owners' lives easier. This research allowed us to gain insights into the users' behavior, validate various assumptions, and discover different opportunities for improvement.
For this part of the process, we used these resources & techniques:
Exploratory interviews
Validation questionnaires.
User Personas.
3.
Ideation
The previous stages gave us a ton of material to work on, as new opportunities appeared, and we found potential obstacles we hadn't seen before.

We organized a brainstorming session with the client's team, where interesting points emerged, and new ideas came to the table.
The previous stages gave us a ton of material to work on, as new opportunities appeared, and we found potential obstacles we hadn't seen before.

We organized a brainstorming session with the client's team, where interesting points emerged, and new ideas came to the table.
To validate that we were on the right track, we created a product questionnaire and sent it to 100 potential users via different social media channels and ads. The response was great and allowed us to:
Prioritize the ideas with the most potential of success
Determine what features we should include in the new iteration of the app.
Discover new opportunities for improvement
Since we included several demographic and behavioral questions in the product survey, we were able to fine-tune our understanding of the market segment.
4.
Prototype
Conducting a Design Sprint allowed us to follow a structured process to develop a prototype we can test with real users in just a week.

For the sprint, we gathered a UX/UI designer, a Product Manager, a Technical Leader, and the founders 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.
1.
We studied competition and other similar platforms to get inspiration and detect good ideas.
2.
We conducted ideation and sketching sessions.
3.
We crafted a clickable prototype with high-definition screens in one day.
4.
People represented in our market segments went to Bixlabs headquarters to test the prototype.
5.
We filmed the interaction of the users with the app to collect precise and concrete information about and have a record of it.
6.
We watched these videos together with the client to take our conclusions.
7.
5.
Product Scope and Estimation
Reaching this stage, we had to make crucial decisions regarding the product:
Choosing an eCommerce engine that would better fit for TodoPerro's platform.
1.
Decide what technologies we should use for the front end: Hybrid, React Native, or web.
2.
Define which functionalities determined in the product scope should we prioritize for the MVP
3.
We crafted a clickable prototype with high-definition screens in one day.
4.
Determine how to make the business model work with the commission schemes that eCommerce engines and payment gateways have.
5.
In addition, to make the right call, we had to keep a few things in mind:
The client's budget
Todo Perro's existing app (or should we build a new one from scratch?)
The way the business model could work when sharing revenue and paying commissions to all the actors involved.

Conclusions

During the Product Discovery process, we collected insights on features and market segments and generated different ideas for Todo Perro's app.

We focused on targeting the right audience by interviewing potential users. Once we finished the process, we were confident to have shortened the breach between what we wanted to create and what users needed.

At the end of the Product Discovery, Todo Perro had:
An interactive prototype of the new product.
A high-level estimate of how much time and money would it take to develop the app
A detailed plan showing the technologies, team resources, and product roadmap.
Thanks to all the insights and discussions that took place during this process, the client got a clear idea of what they wanted for the future: they had the vision of creating an online store and a digital community of dog lovers in Latin America.

Currently, the validation process is over, and the application is in development.

Methodologies we used

Business Model Design by Alex Osterwalder
Persona Design
Design Sprint by Google Ventures
Lean Startup experimentation