🦋 I am Shuting Jin, a user experience and service designer.
☁️ Over the past few years, I have been exploring product design, information experience and new media, which has allowed me to look further along the path of service design learning.
🖤 It is fascinating and meaningful to use service design thinking to dig out problems, make changes with small interventions and connect individuals with the world.
The exploration of service design goes beyond social design and also focuses on business and market aspects. This project represents a completely new attempt.
Pawfect is a service strategy we designed to help pet healthcare food businesses in Taiwan to enter and engage in the market, in order to promote pet supplements and have healthier pets.
Taiwan has a pet population of 730,000 and a large pet food market of £5.3billions. But we found that the Pet Healthcare food market only accounts for 8.3% of the pet food market, which is below the global level.
Pet owners in Taiwan have high prevention awareness, and a lot of owners who visit vets would buy supplements. Therefore, they believe that the low average is because of the industry and purchasing channels.
Two main PAINPOINTS - pet owners in Taiwan don’t buy supplements because of:
1. hard to buy / inaccessible
2. not much choice
The reason for this can be explained by the relationship between pet owners and vets. Vets in Taiwan have established a high reputation leading to owners’ high trust. And owners are only willing to buy products recommended by vets.Because of this relationship vets become dominating and therefore If the product is sold on the mass market then they won’t sell it.
A Taiwan pet healthcare food company told us that in order to sell a product in Taiwan, they have to connect with vets and sell products through vets. This made it very hard for them when first entering the market.
Pet health food companies find it hard to engage or expand in the market because vets are dominating which controls the channel or the way of selling it. Therefore, people find it hard to purchase pet healthcare food and have limited choices.
We can’t change the dominating vets as this is an established social construct in Taiwan. However, we can help pet health food companies to enter, engage and expand in the market, in order to regulate the market and make pet healthcare food more accessible.
So we start thinking about how we might help Taiwan’s pet supplement market by making pet supplements more accessible, in order to ensure the long-term health of pets.
In order to build this strategy model, we partnered with Coredump which is a start-up pet supplement and medication company in Taiwan. We worked as design consultants there to provide them the guidance they needed through our model.
This is an overview of our service strategy that we built for Taiwan’s market to support start-up pet healthcare food businesses, this could be applied and replicated with all similar start-ups and not just for Coredump.
Our Model is split into three stages:
1. The first stage helps with preparing the business to start.
2. The second stage looks at helping them enter the market.
3. The third one helps them to open up sales channels.
