<aside> 🎯 Goal: Learning about what’s important to users when they seek out animal care information, how they approach the search, and any challenges they face.

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<aside> 💡 Remember: Start the top of their story and focus on what parts they gave emphasis to, steering around for required info.

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Welcome

Hello - thank you very much for your time! First of all, let me introduce myself I’m Leona. I’m a user experience designer working on a project for a charity that promotes animal welfare. Our chat today will take around 30-45 mins and we’ll be chatting about what’s important to you when seeking information to care for your pet and different ways you go about it.

Setting the scene

We believe that pet owners need really good sources of advice and sometimes that can be difficult to find. They can look on google, facebook forums, or ask other pet owners or their vet - but how do you know you're getting the right information? We want to help find ways we can make it easier to find answers you can trust.

There are no right or wrong answers, the point is to hear your perspective.

Any questions before we start?

Exploring world view

First question - do you mind if I record this session to help with my note-taking?

Approach and emotions behind information seeking

• Tell me about the last time your pet had a problem?
  • Walk me through what happened
• How did you find information to help with this problem? What step did you take first?
  • What did you google/ask the vet, what were you looking for/expecting to find?
  • What was there a particular website you looked at there? How did you navigate it? What did you like about it?
  • Is there anything that will make you close a site and move on to the next?
  • How did you feel after your search?
  • Are there any regular websites that you would recommend to others why/why not?
  • Did you like the format of the information you found?

Credibility

• How do you know you’ve found the right information?
  • What made you trust this information?
  • How many sources would you research for the one problem? Do you ever feel satisfied to stop on the first go?

Pain points

• What do you find most frustrating when searching for pet care info?
• Was there anything that could make it easier for you to find the answer you were looking for?

Donation / Paid for information

• Have you ever signed up for a paid subscription, paid for expert information, or made a donation in the last year?