Pet Central

Project Overview

Pet Central, a thriving pet hotel and grooming business based in Indonesia, embarked on expanding its operations to a new outlet in Surabaya with a strong emphasis on integrating technology into their traditional retail model. They partnered with me to manage the digital transformation of their services to elevate the customer experience both in-store and online.

Problem:

Pet Central, as a retail service business, inherently faces scalability issues. Despite having regular customers and positive reviews, the challenges in such a business are predominantly physical. The value of the service is less than the trouble of traveling. Unlike in Singapore, where customers can reach any destination relatively quickly, this is not the case outside of Singapore. The biggest question posed by the founder of the business was, “How can a traditional company like ours scale to attract new customers who believe it is worth it to bring their pets down for our pet hotel or grooming services?

Solution:

Marketing is ineffective in a business built on customer trust. The direction we took was to innovate and change the traditional pet hotel and grooming business model. Through a digital transformation approach, we boldly enhanced the existing service with transparency and convenience by implementing live camera access and interactive service requests. This approach sits well with pet owners in Indonesia who typically dotes on their pets and are often concerned about their safety. This has increased the trust level between them and Pet Central.

In my capacity as the Project Manager for Pet Central’s digital transformation, I was responsible for overseeing the integration of technology into their traditional business operations. My role involved strategically guiding the development and implementation of digital solutions that align with the company’s goals of improving customer experience and enhancing service delivery. This included coordinating with developers, designers, and business stakeholders to ensure that the technology solutions developed were not only innovative but also practical and user-friendly.

Timeline:

2022

Role:

Product Manager

Type:

Website Project

Problem:

Solution:

The design system for the Pet Central app is thoughtfully crafted to categorize its diverse functionalities, making it intuitive and accessible for users across age groups. This approach is particularly aimed at accommodating the business’s existing client base, who are familiar with smart devices but may not be comfortable with overly complex applications. The design system employs distinct colors to differentiate between functions, complemented by clear imagery and text to facilitate effortless navigation. Additionally, the content and layout are designed with localization in mind, enabling fluid transitions between English and Bahasa Indonesia, ensuring the app meets the linguistic preferences of its users.

The Pet Central app introduces several key features designed to enhance the service experience for pet owners. Live camera access allows pet owners to watch their pets in real-time from their devices, giving them peace of mind when they are away. Interactive service requests enable owners to order additional services, such as grooming or snacks, directly through the app, which staff can fulfill promptly. A sophisticated booking system streamlines the process for scheduling grooming sessions, with prices adjusted automatically based on the pet’s breed and size. Additionally, the app includes a comprehensive pet profile management system that helps owners keep track of their pet’s health and wellness history, including vet visits and grooming sessions.

Pet Central

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