Shaping PetSmart’s Service Strategy Through Pet Parent Insights and Workshop Facilitation
The Project: Partnered with PetSmart to define user pathways, key features, and a scalable roadmap for launching and expanding in-store veterinary services across their retail and digital ecosystem.
My Role: I co-led client engagement, guided a team of 4 designers, created a Pet Parent Mindset framework, and co-facilitated a live stakeholder workshop to align teams around customer needs and service direction.
Our Approach:
Led a dscout study to uncover qualitative insights into pet parent veterinary experiences
Synthesized findings to identify distinct pet parent mindsets and behavioral drivers
Designed a Pet Parent Mindset artifact to translate research into a clear, actionable framework
Facilitated a co-creation workshop using the artifact to shift stakeholders from feature-focused thinking to customer-centered service design.
Results & Impact
Aligned cross-functional stakeholders on customer needs, service concepts, and priorities
Informed design concepts and a scalable roadmap from initial launch to nationwide rollout
Enabled PetSmart to confidently integrate veterinary services into their broader customer experience