Tailly
2018 / Pet only Social Network & Memorial App
Backgrounds
I have been involved in creative and experimental projects for two years as part of Naver's global expansion department, Apollo. Since Naver is a Korean-based local search engine, there is no global database yet. In order to secure a global database, Naver decided to release apps with topics that are familiar to overseas users, closely related to life, and that can be used every day, and began to create services on topics such as fashion, gourmet, and pets.
Collaboration
In Europe, 80 million households have pets. Many pet owners upload photos of their pets to owner’s social network. Targeting the Europe Pet market, we collaborated with USTWO from Sweden for user research which is made famous iOS game, Monument Valley. USTWO surveyed the pet market in Europe and interviewed European pet owners. On the basis of this, we had a workshop for two weeks in Korea, and ideation through the user journey. As a result we found some insights.
Pain points of Pet Owners
We interviewed pet owners and found various paint points. Among them, we tried to select the problems we could solve. First, they think of their pets as children and want to share their every moments, but can't upload a lot of pet’s photos because they care about people who don't like pets. Second, pet owners want to keep their pet's medical history and keep the information even if they move the vet, but there is no integrated platform to keep the pet’s medical history. Third, our pets always pass away earlier than us and after they passed away, we miss them.
My Role
Since our team started the project with only four designers, without other specialties, it did more than what our company often referred to as the designer's role. From market research to planning the direction of apps, making personas, establishing key features, wireframing, branding, and doing everything even marketing.
In particular, I named tailly, which means "tail + daily", and designed Tailly's main concept. Also I proposed and designed the concept of an ID card issued based on the name and personality. Beyond just social networks, I gave the concept which could be a memorial space when after the pets passed away.
Tailly
A place to record, share, and remember the moments of pets.
We have set Tailly as a 'virtual world where pets act as citizens.' We came up with the concept in the act of pet owners writing as if they were their own pets when uploading pictures of pets. Pets registered in Tailly become citizens of Tailly and receive an ID card. This ID card has a unique design based on the names and personalities of the pets.
We made 'Pet-Only Alphabet', called Totem which is used only in Tailly. Pets choose their personality when register, which is reflected in their ID card and profile design, so all pets have their own unique ID card with unique Totem.
Through the QR code on the ID card, the medical history of pets are databased and when if pet owners change the vet, they can contact to the medical history.
Enter the pet's name in on-boarding, select personality to create a pet's own totem, which is exposed to unique designs on ID cards and profiles.
ONBOARDING
We wanted to give a consistent user experience from onboarding. Since the first time users sign up for Taylor, we talk as if the listener is a pet.
