Rover
Connects owners with sitters, walkers and caretakers; easy booking, large network.
But limited focus on pets’ unique needs and no medically trained professionals.
01
Overview
Where it started
When my friend told me her dog was sick and she couldn’t be around all the time to take care of her, I suggested hiring a caregiver, the way you would for a person. I started searching for resources, but most services were not made for sick, elderly pets. That gave me the motivation and some ideas.
All existing services focus on helping owners care for their pets on their own. But many of us are already overwhelmed, and we need other people’s support with the daily challenges.
02
Research
Empathy with users
Market and competitors
The global pet services market was USD 24.92B in 2022, with a 9.21% compound annual growth rate from 2023 to 2030 (Grand View Research).
REVIEWS
PetDesk
Tracks appointments, medication and health tasks.
But no care while owners are away.
Whistle
GPS tracker with health monitoring.
Monitors, but doesn’t provide care.
Pet First Aid (American Red Cross)
Emergency and first-aid resources.
No full care management.
Caregivers and nurses provide assistance to elderly and sick people, but what about pets?
Empathy with users
I began with three close friends, whose interviews gave me qualitative data on the struggles of elderly pet owners. Pets are like children to them; they can’t simply leave the house without worrying, especially when their pets are sick. As a pet owner myself, I relate: even though my dog is still young and healthy, I worry about how I would care for her if she lost her eyesight or had trouble walking.
I gathered more stories and analyzed their frustrations. One common thread: owners feel tied to their homes. They can’t leave their pets alone or trust someone else to care for them, worried others won’t understand the pet’s condition or handle an emergency.
Classifieds
Showing 18 of 18 stories
Shiba Inu · 15 · kidney problem, brain function decline
Flora changes pee pads, washes bedding and walks him at least three times a day, using a waterproof bed, large pee pads and a mobility aid.
Labrador · 12 · arthritis
Daily joint supplements, gentle walks; ramps added at home.
Cat · 14 · kidney disease
Gives fluids daily, monitors hydration and appetite in a notebook, adjusted her diet.
Cat · elderly · severe arthritis
Steps and heated bedding for pain relief and comfort.
Poodle · senior · glaucoma
Reorganized the home for safety; uses verbal cues and a harness.
Bichon · 10 · heart disease
Daily medication, avoids strenuous activity, watches for distress.
Golden Retriever · 13 · hip dysplasia
Supportive harness on walks, joint supplements, daily hip massage.
Cat · 15 · hyperthyroidism
Medication twice daily, weight monitoring, special diet in small, frequent meals.
Dachshund · 11 · arthritis
Carries him on stairs; ramps around the house.
Bichon · 13.5 · leg arthritis, ligament issues
Developed arthritis after chasing a rabbit; daily medication and careful monitoring.
Cocker Spaniel · 12 · ear infections
Daily ear cleaning and medication; keeps ears dry.
Poodle · 14 · diabetes
Insulin twice a day, blood sugar checks, strict feeding schedule, moderate exercise.
Toy Poodle · 13.5 · vision loss, Addison’s disease
Manages care while working full-time; feeds morning and night and gives the medicine that keeps Niuniu alive.
Cat · 17 · kidney disease
Subcutaneous fluids every other day, kidney-friendly diet, multiple water stations.
Mixed breed · 16 · cognitive dysfunction syndrome
Strict routine, puzzle toys, calming music, short regular walks.
Cat · 11 · respiratory issues
Humidifier, medication as needed.
Golden Retriever · 12 · cancer
Pain medication and supplements, gentle walks, quiet space, adjusts diet.
Labrador · 15 · arthritis & deafness
Hand signals, supplements and medication, short walks, ramps.
Synthesis
TYPE OF CASES
Medical management
Physical support
Emotional support
Medication administration
Dietary needs
Mobility aids
Exercise
Owner’s emotional strain
Pet anxiety
SOLUTION DIRECTION
Toolkit-based solutions
Service-based solutions
Chart of case types flowing to needs and solution directions. Arthritis leads to medical management. Kidney disease and diabetes lead to medical management and emotional support. Cancer and cognitive dysfunction lead to emotional support. Respiratory and mobility lead to physical support. Other leads to all three. Medical management leads to medication administration, dietary needs and pet anxiety. Physical support leads to mobility aids and exercise. Emotional support leads to medication administration, owner’s emotional strain and pet anxiety. Dietary needs, mobility aids and pet anxiety lead to toolkit-based solutions. Medication administration, exercise, owner’s emotional strain and pet anxiety lead to service-based solutions.
Opportunities
Toolkit-basedManage care yourself.
- Personalized toolkitCustomize it to the pet’s routine and needs.
- Refillable for long-term useEasy-to-replace parts.
- One toolkit for the pet’s careAll information, schedules and medical records in one place.
Service-basedGet expert help.
- Leave home worry-freeExperts care for the pet while owners are away.
- Specialized caretakersEach trained for specific needs.
- Pet health monitoringReal-time updates on health and activity.
03
Design
Service Design
Two ways to care
Owners choose between two plans: a Basic Care Toolkit for owners managing care themselves, or a Service Care plan with the toolkit plus professional support.
Choose a plan
USER JOURNEY
Awareness
Owners discover the toolkit and service plan through social media or vet recommendations.
Decision
Buy and customize the toolkit, or choose the service plan and schedule visits.
Basic Care ToolkitService Care Toolkit
Owners receive a customized toolkit and master its use.Owners also get a specialist matched to their pet’s needs.
Independent careService delivery
Toolkit users manage care independently.Service users get scheduled caretaker visits with real-time updates.
Feedback
Surveys or consultations lead to adjustments.
Subscription
Toolkit users get refills and discounts.Service users renew and earn loyalty rewards.
Professional caretakers
Pawsitive Companion
Pawsitive Guardian
Pawsitive Specialist
A DIVERSE TEAM
Certified veterinary technicians
Experienced pet care specialists
Behavioral specialists
Service blueprint
| Evidence | Website | Confirmation Email | Care Toolkit | Professional Caretaker | Real Time Updates | |
|---|---|---|---|---|---|---|
| Customer journey | ||||||
| Line of interaction | ||||||
| Front stageEmployee actions | Review Pet Profile | Prepare Package | Provide Care | Update Owner | Customer Support | |
| Technology | Sign Up & Scheduling Platform | Generate Personalized Toolkit | Real Time Notification System | Telehealth Access | ||
| Line of visibility | ||||||
| Back stage | Scheduling System | Data Management | Caretaker Support | Caretaker Profile Review | 24/7 Telehealth | |
| Line of internal interaction | ||||||
| Support processes | Shipping Company | Manufacturer | Continuous Training | |||
Final Design
What’s in the box
The toolkit
The Pawsitive Care toolkit box, with a meadow illustration on its lid, holds seven items.
Care routine binder Daily routine, feeding times, medication schedules, care instructions.
Medical history folder Medical records and vaccination history.
Emergency protocol guide Step-by-step cards for emergencies relevant to the pet.
Pet’s profile card Habits, preferences, health conditions and triggers.
Stickers Task, status, positive-reinforcement and decorative stickers for the binder.
Sticky notes For owners and caretakers.
Thank-you note
The website
“At Pawsitive Care, our membership platform is all about giving pet owners the peace of mind they deserve: real-time updates on your pet’s activities, medication and health, and detailed health reports.”
Recruiting caretakers: “We’re on the lookout for kind-hearted and skilled individuals to join our team.”
The campaign
Two subway posters: “Where care meets compassion” and “Caring is loving.”
04
Testing
Letters to the editor
What did you like about the toolkit?
“I love the care routine binder’s design. It stands up on its own, making it easy to access content. The pet profile booklet is my favorite since it keeps all of Pipper’s information in one place. Especially when I need someone to look after him, this saves me from having to explain everything each time.”
Any suggestions for improvement?
“My suggestion is to improve the paper texture in the care routine binder. Although it is smooth, it is not suitable for writing on. And maybe consider increasing the size of the binder. Since it can stand upright, a larger size would make it easier to see everything on the schedule.”
05
Outcome
WHAT I LEARNED
Angie’s reflection goes here.