Business Problems
What business problems have you identified?
The current Breed Selector Tool produces inconsistent results and users are often surprised by the breed choices returned as their top matches. In addition, the current tool relies on simple logic and unweighted questions to generate results. It does not reflect well on the 135-year expertise and mission of the American Kennel Club.
Users and Customers
What types of users should you focus on first?
1. Consumer dog-seekers looking to acquire a purebred dog, no matter what stage of the decision-making process they are in, from not knowing what breed they want at all to needing to vet their specific choice of a breed.
2. Fanciers - Parent Clubs will test out the tool to ensure their breed is returned when they answer the tool’s breed physical and personality trait and lifestyle questions.
Competitor Analysis
Experience Summary
The tests are quick and easy to get through, but felt some lacked substance.
Having an “unsure” or “not important” was very helpful as an answer choice.
Zero results is disappointing and frustrating.
Multiple breed results were helpful, but found myself wanting to compare the breeds.
