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Consumer Products

My Pup Powered by Purina + UserTesting

How Purina used consumer insights to make their My Pup app a treat for dog owners
UserTesting | Customer Page DownArrow
About My Pup Powered by Purina

Purina is an American subsidiary of Nestlé, based in St. Louis, Missouri. The company produces and markets pet food, treats, and cat litter.

My Pup Powered by Purina Achieved
365%

Increase in consumer engagement after revising navigation

48%

Rise in active users of the app

4X

Engagement with the app’s content library

Challenge

In September of 2020, Purina launched the MyPup app to guide, empower, and inspire puppy owners with personalized information and product recommendations to raise healthy, happy, and well-behaved pets. 

Over a six-month period, the My Pup Team (with principal members Karen Marchi, Product Owner; Leslie Bogosian, Lead UX/UI Designer; Erika Weber, Sr. Specialist UX Strategy; and Beth Phillips, Specialist UX Strategy) conducted rapid testing and learning with UserTesting, making small changes to the app along the way based on insights from members of the Contributor Network. 

Purina combined these insights with data analytics, design sprint workshops, and consumer surveys to determine the key areas that presented challenges in the app: navigation, user engagement, and user retention. Next up, using consumer insights to make the app as good as it could be! If that worked, they would increase user engagement - the primary objective of their work on the app.

 

Solution

For six months after launching the My Pup app, Purina conducted unmoderated interviews with UserTesting to validate their design decisions and learn about potential enhancements. They then applied the insights from UserTesting to create a roadmap for adding new features and making updates to the app. So how did they do it? 

According to Karen Marchi, Product Owner, “Using screener questions for UserTesting panelists, we were able to find our target users, and see how easy or difficult it was for them to navigate the new app design. Then we compared design options based on ease of use, the attractiveness of these designs to the users, and the options the users said they prefer.”

Contributors were clear regarding the type of experience that would be meaningful to them and the changes they desired.

Outcome

Per Leslie Bogosian, Lead UX/UI Designer, “The My Pup team completely renovated our app based on the UserTesting responses, and simplified content for our users to digest. This heightened engagement!” 

After Purina made their adjustments, users loved the app’s weekly tips, easy-to-read content, checklists to track progress, the fun voice and tone of the app, the colorful new design scheme, and its simpler navigation. That user satisfaction isn’t just evident from user commentary, but in the corresponding statistics. After the navigation improved, engagement rose by 365% across all key areas of the app. Returning users increased their usage by 28% and active users rose by 48%! 

Looking forward, Purina plans to continue optimizing the My Pup App. With the help of UserTesting, My Pup will continue to grow in popularity with dog owners everywhere. 

Karen Marchi
Karen Marchi Product Owner, Purina

"It’s quick and easy to set up tests with UserTesting - and, with the help of the Contributor Network, the results come back to us quickly. Those insights help us make the app better."

 

Leslie Bogosian - Purina.JPG
Leslie Bogosian Lead UX/UI Designer, Purina

"The My Pup team completely renovated our app based on the UserTesting responses, and simplified content for our users to digest. This heightened engagement!"