Furwell is a small startup that helps children cope with the loss of their pets through personalized books certified by a team of psychologists.
Project: Website - Building the MVP
My Role: UX Product Design, Research, Prototype and Project Management
Team: Lior Shoham, Dana Etgar and Chen Elyakim (Furwell Team), Shira Nathan and Eyal Sebbag (WIX Team)
Duration: Ongoing
THE CHALLENGE
Build the MVP, responding to the problems of parents and children
Parents don't know how to:
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Help their children cope with the loss of their pets
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Communicate the death of a pet to a child
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Explain the meaning of a pet dying
Children have difficult times and are affected emotionally.
Symptoms:
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Loneliness
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Anxiety
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Anger
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Frustration
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Guilt
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Behavior changes
BUILDING THE MVP
Furwell was selected by WIX to create its website, so its design was adapted to WIX’s platform capabilities.
Strategy
The strategy has three phases and is based on the business plan and GTM. We are currently working on phase one.
Phase One
A Boutique Website
Create a boutique website using beautiful illustrations and without pushing parents directly to the book, leading them to discover the book through the narrative of the topic.
Useful Information for Parents
Provide useful information to help parents deal with their children's problems, allowing them to communicate the death of the child’s pet in a beautiful, fun, and heartfelt manner.
Book Personalization Process
Create a simple and smooth book customization process (adapted to WIX platform).
Trust and Professionalism
Build Furwell's credibility and trust, as a company backed by professionals in the field of psychology.
Brand Awareness
Build brand awareness and generate positive reviews and testimonials.
Information Architecture and Main User Flow
(Click images to open the link)
Homepage
The homepage is the first interaction parents have with the product, they can learn about it and what Furwell does for them.
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The first sections provide useful information to help parents understand their child's problem without pushing them directly into the book, but rather leading them to discover the book through the narrative of the topic.
Product Page
In addition to offering the book, the product page also describes the book's quality by showing illustrations and telling about the story.
Book Personalization Process
A simple and smooth personalization adapted to WIX’s platform capabilities. Real-time book customization is done by writing code in Velo, which also connects the book customization to the Wix product page.
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The decision to create a customization containing only a few options was based on keeping the flow clean and simple.
The combination of characters and details could be infinite, and according to research, creating characters that fit the most important characteristics helps keep the story on the level of fantasy, connect more directly with children and create a better experience.
Other Pages
Building Furwell's credibility, trust and professionalism, providing useful information to parents: A Healthy Farewell, Our Psychologists, Blog and Our Story.
Next Steps
We are in the phase of building the product on WIX platform so we can test it, get as much data and insights as possible, and learn from them to continue optimizing and improving the product.
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Thanks for reading!
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