Petcube

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2014-2015

Marketing, Design Research, User Experience, Package Design, Visual Design, iOS, Android

Petcube is a Ukrainian startup for pet lovers. Its first product, Petcube Camera, provides you an opportunity to talk to your pet and interact with a laser pointer installed on the device. Petcube Camera is a piece of technology promoted by Kickstarter and invested by Almaz Capital & AVentures right after the initial release.  

 

Petcube is a Ukrainian startup for pet lovers. Its first product, Petcube Camera, provides you an opportunity to talk to your pet and interact with a laser pointer installed on the device. Petcube Camera is a piece of technology promoted by Kickstarter and invested by Almaz Capital and AVentures right after the initial release. 


cat@2x

I was invited to work at Petcube as a product designer on the early stage right after Kickstarter campaign. My goal was to discover new business capabilities, to refine user experience around Petcube apps and to develop marketing design. I've been involved in all the design processes in the company.

At Petcube, we believe that technology is advanced enough to allow humans to communicate and interact with their fluffy loved ones even if they're not at home. Petcube Camera had to be the bridge between a person and his pet. All the flows had to be thoroughly polished to get rid of delays and misunderstanding. I was responsible for making application refinements from scratch relying solely on brand guidelines. I performed numerous researches based on the data and feedback provided by the first Petcube Camera owners who volunteered in improving the customer experience.

I was invited to work at Petcube as a product designer on the early stage right after Kickstarter campaign. My goal was to discover new business capabilities, to refine user experience around Petcube apps and to develop marketing design. I've been involved in all the design processes in the company.

At Petcube, we believe that technology is advanced enough to allow humans to communicate and interact with their fluffy loved ones even if they're not at home. Petcube Camera had to be the bridge between a person and his pet. All the flows had to be thoroughly polished to get rid of delays and misunderstanding. I was responsible for making application refinements from scratch relying solely on brand guidelines. I performed numerous researches based on the data and feedback provided by the first Petcube Camera owners who volunteered in improving the customer experience.

I was invited to work at Petcube as a product designer on the early stage right after Kickstarter campaign. My goal was to discover new business capabilities, to refine user experience around Petcube apps and to develop marketing design. I've been involved in all the design processes in the company.

At Petcube, we believe that technology is advanced enough to allow humans to communicate and interact with their fluffy loved ones even if they're not at home. Petcube Camera had to be the bridge between a person and his pet. All the flows had to be thoroughly polished to get rid of delays and misunderstanding. I was responsible for making application refinements from scratch relying solely on brand guidelines. I performed numerous researches based on the data and feedback provided by the first Petcube Camera owners who volunteered in improving the customer experience.

How can we help people to communicate with their pets when they are not at home?

How can we help people to communicate with their pets when they are not at home?

petcube@2x

High-level objectives

High-level objectives

The main goal was to meet user expectations regarding the product quality presented on the initial Kickstarter campaign. Develop a strong user experience when a user connects to the Petcube Camera which conveys a sense of presence in the room and playing with a pet.

The main goal was to meet user expectations regarding the product quality presented on the initial Kickstarter campaign. Develop a strong user experience when a user connects to the Petcube Camera which conveys a sense of presence in the room and playing with a pet.

Assumptions & Challenges

Pet industry hasn’t seen such a device. Petcube is driving it forward and pet owners haven’t considered such entertainment as the main one before. It was a challenge for Petcube App users to connect to the device and reimagine the concept of presence in their pets life. Most importantly, since it was the initial release, we had to consider all the actions with the brand as uncompromisable. The reputation meant a lot and this had to trigger a domino effect.

application@2x

My role

Customer insights discovery

To find the ideas of how to implement things, I had to familiarize the Petcube story before Kickstarter. It was crucial for me to know what they planned to implement and promised to their backers. To make the right decision, I had to understand user expectations.

I worked closely with a design manager and technical team to get as much information as possible about device capabilities and restrictions. To deliver the best design solution, which was inseparable from the technical part, I had to consult with the technical team.

Research, Ideation, Validation 

Permanently extending the functionality and improving video streaming possibilities, I generated ideas and assumptions researching existing CCTV solutions and shooter games. In addition to the highly developed technical part, Petcube App included social networking. This means that I also had to understand the social part of the platform.

I performed a series of internal user testing and validated the results by choosing between different options, mostly appreciated by users.

User Interface & Interaction Design

After the research, I proceeded to develop the UX flow to contextualize the UI additions. Petcube Apps for both platforms had a complex structure. Complementing it with a context, entry and exit points for every flow was extremely important.

Marketing & Visual Design

I’ve also been involved in developing the Petcube website and various marketing activities, which intended to have a strong visual design.

Discovery and insights

Discovery and insights

Laser pointer interprets
as “Danger”

Many people thought that laser pointer can damage the eyes of their pets. We decided to push an explanation to every onboarding process to keep users informed that our laser cannot have any negative impact.

AR in combination with reality

Every laser had to be calibrated properly to clone any action on the screen to the movement of a laser pointer. I had to include the calibration mode with a simple onboarding flow to make all devices working correctly.

iPhone_calibration@2x

People care about their privacy

The most common answer to the privacy questions at Petcube was “We should care about this.” We added the Petcube timer to the iPhone app.

People want to play
with Petcubes

As the sales team sold the first batch of devices, we found that Petcube cannot be used by 2 people simultaneously. We added a queue function in the next update.

Social networking is a must

After the initial launch, we discovered that over 70% pictures in the photo stream feed were taken via Petcube Camera.

After the initial launch, we discovered that over 70% pictures in the photo stream feed were taken via Petcube Camera.

Team structure & process

Structure@2x

How can we reach the high-level goal, already having old features and combining them with new ones?

How can we reach the high-level goal, already having old features and combining them with new ones?

01 The approach

Due to the lack of technical details about the functionality of Petcube Camera, the best possible way to iteratively ideate was creating sketches.

sketches@2x

02 The architecture

I had to focus on developing the general map of the application because of its complex architecture with permanent additions and corrections from the technical team.

architecture@2x

03 Concepts ideation

Among the problems I solved during the entire design process at Petcube, there was an iterative development of each flow of the app simultaneously.

The initial idea concentrated on playing with your pet with laser pointer via the virtual joystick. It required a two-handed game. However, it had to be easier.

We borrowed the ideas from shooter games with the same approach when you need only a single tap to play.

camera_interface@2x

The complexity of the new approach was in keeping a cursor pointer work consistently with the laser pointer in real life. Moreover, it had to be calibrated and synchronized. In this case, we applied the calibration module.

connect_interface@2x

04 Camera calibration game

To keep the Petcube Camera work consistently with the application interface, we ideated the game with a calibration module.

camera_calibration@2x

05 UX Flow, logic, information architecture

05 UX Flow, logic, information architecture

05 UX Flow, logic, information architecture

To develop seamless user experience and interactions, I had to divide each semantic block into a clickable flow. It was important to have an explanation for every design solution.

The intention was to experiment more on potential business ideas and provide better communication between application flows. For example, we added brand new Petcube for shelters.

ux_flow_big@2x

I worked on user onboarding with plenty of walkthrough horizontal scroll views to ensure that users know what to do in the app.

After the initial release, the application required privacy features. We discovered this need during the field research.

06 iOS design & deliverables

06 iOS design & deliverables

Any changes were set on the mind map. I designed the UX flow and only then I created high-fidelity mockups.

I used flows as a to-do list. I took the UX flow and applied it for designing high-fidelity mockups.

Design stage was almost the last in my process. Every decision was proved by all the activities before.

image_ios_design@2x

As I worked closely with the software team and was involved in product development, I spent a lot of time consulting iOS developers in the pixel-perfect implementation.

image_ios_deliverables@2x

07 Android design & deliverables

07 Android design & deliverables

07 Android design & deliverables

I fluently worked on Android design due to the limited delivery time.

In this case, I rebuilt the flow according to Android guidelines and did not change the structure.

image_android_design_1@2x
image_android_design_2@2x

As Android development started, the development team and I agreed to use the same grid as on iOS. We have changed the iconography and color palette. It became easier to implement UI and the process had significantly accelerated.

As Android development started, the development team and I agreed to use the same grid as on iOS. We have changed the iconography and color palette. It became easier to implement UI and the process had significantly accelerated.

image_android_deliverables_1@2x
image_android_deliverables_2@2x

08 Website design & marketing design

08 Website design & marketing design

08 Website design & marketing design

As Christmas holidays were coming, I helped to change the homepage and complemented it with updates.

I designed and developed marketing emails and SMM concepts for numerous campaigns.

marketing_image17
marketing_image12
marketing_images_1@2x

lots of it

lots of it

lots of it

marketing_images_2@2x
marketing_image11

09 Testing ideas

I cooperated with the marketing team to develop a survey for our early adopters like Kickstarter. Their answers guide us to their needs.

It was helpful to produce the most valuable impact and develop the right features for the users.

76percent@2x

76% opted in the updates from the Kickstarter campaign 

61percent@2x

61% people opened Petcube app every day

79percent@2x

79% concluded that the app is easy-to-use

image_personas@2x

10 Press

Engadget

USA Today

PC Magazine

The Verge

Chip Chick

Gigaom

Engadget

USA Today

PC Magazine

The Verge

Chip Chick

Gigaom

Globo.com

Fortune

Daily Mail

Apparata

Techlicious

ConsumerReports.org

Globo.com

Fortune

Daily Mail

Apparata

Techlicious

ConsumerReports.org

BBC News

Digital Trends

VentureBeat

New York Post

TheStreet.com

SC Morning Post

BBC News

Digital Trends

VentureBeat

New York Post

TheStreet.com

SC Morning Post

Los Angeles Times

COMPUTER BILD

Korrespondent.net

Techly

AIN.ua

ITespresso.fr

Los Angeles Times

COMPUTER BILD

Korrespondent.net

Techly

AIN.ua

ITespresso.fr

11 Reviews on iTunes

anncade

anncade

5startsrating@2x

It’s funny watching how Hunter reacts to my voice when I call him? We haven’t mastered the laser yeat, but the whole family is excited!

It’s funny watching how Hunter reacts to my voice when I call him? We haven’t mastered the laser yeat, but the whole family is excited!

Anvar Azizov

Anvar Azizov

5startsrating@2x

Once I found Petcube App I can’t imagine my day without it! I can be confident that my pets are under care even when I’m not at home

Once I found Petcube App I can’t imagine my day without it! I can be confident that my pets are under care even when I’m not at home

Pesya

Pesya

5startsrating@2x

I appreciate this app. But waiting for the device ?

I appreciate this app. But waiting for the device ?

jakedavies

5startsrating@2x

The app is a total essential for any pet lover.

Slava Baranskiy

5startsrating@2x

It’s so great that I could talk with my pet remotely and play while not home. Great for people living their pets.

Alex Pazhyn

5startsrating@2x

Great app! Petcube is awesome!

Great app! Petcube is awesome!

March 17, 2015

Petcube Raises $1.1M Seed Funding to Expand Worldwide Sales Distribution For its Interactive Pet Camera

Petcube Raises $1.1M Seed Funding to Expand Worldwide Sales Distribution For its Interactive Pet Camera

image_andrew@2x

Andrew Klen, CDO at Petcube

Andrew Klen, CDO at Petcube

Andrew Klen, CDO at Petcube

Andrew Klen, CDO at Petcube

Andrey joined Petcube early stage as the first product designer and took on an incredible challenge to carry UX and visual strategy through different products. Multidisciplinary, fast, efficient, he was able to iterate at the quickest pace possible to keep up with lean product paths. Importantly quality wasn’t the downside of the speed. If you are synced on the vision and the importance of things you create Andrey ‘will be there for you’ no matter what.

Andrey joined Petcube early stage as the first product designer and took on an incredible challenge to carry UX and visual strategy through different products. Multidisciplinary, fast, efficient, he was able to iterate at the quickest pace possible to keep up with lean product paths. Importantly quality wasn’t the downside of the speed. If you are synced on the vision and the importance of things you create Andrey ‘will be there for you’ no matter what.

iamandrewveles.com
iamandrewveles@gmail.com
+380 (67) 320 40 48 


© Andrew Veles

iamandrewveles.com
iamandrewveles@gmail.com
+380 (67) 320 40 48 


© Andrew Veles