# Designing for disappointment — Patima Tantiprasut — session 2026-08-27T04:50:00.000Z → 2026-08-27T05:25:00.000Z _492 transcript lines · 115 slides_ ## Transcript Hello, everyone. Let's get started, shall we, for the last section of the afternoon. This is gonna be a fun one, but before I begin, I gave you like a a bit of a downer note before I sent you lunch, so let me give you a bit of an upbeat one to get us back from lunch. Each year up the East Coast Of Australia, we get a migration of whales in June, July sort of thing, humpback whales, southern right whales, minke whales, make their way up from the Antarctic into the sort of tropical zone. This year, the estimated, count of humpback whales is exceeded 40,000, animals. It was far and away the largest migration recorded since whaling stopped, and it's really good to see that population has really rebounded very, very strongly. I was fortunate enough to get out over the winter, and actually see whales. One of the things I do during my cycling is go to cliffs so that I can see out, and in Sydney, you can actually see whales during the winter just from the top of the cliffs. So there you go. 40,000 plus so that's that's a nicer number. There you go. Alright. This afternoon, we've got three sessions. So I'll introduce the first one in a moment. The last one is a little different, and it's a little different in two ways. So one Allerton Johnson and myself will be doing a live recording of his podcast. So we're gonna talking about a whole range of things. We're gonna be talking about some of the stuff that's come up today, We're going to be talking about some of the work that Sam does maybe some of the work that I do, maybe some random stuff because it's me I after all, and we'll invite questions and participation from the audience as seems appropriate. Bless you. So, to get us started though, I'd like to thank our sponsor for the conference, for part of the conference, at least, Askable. Just before Sam and I do our thing, we'll get someone from Ask say a few words and then we'll do that. Bless you. But to begin, I'd like to introduce Fatima from Pet Rescue who's going to talk about designing for this disappointment. Please join me in welcoming Patama to the stage. Thank you. Yeah. Oh, yep. Awesome. Alright. With you all about the topic of designing for disappointment. There's a little bit of a, you know, roller coaster in here but I will definitely promise lots of pet photos for all the pet lovers in the room. I'd like to start this off with introducing you to sweet olive. So Sweet Olive, timid, shy, but the bravest girl. Found herself at a rescue organization called Aussie Hearts for Paws Rescue. This organization is part of the Pet Rescue membership cohort who then listed this sweet girl, Olive, onto the Pet Rescue pet adoption platform, with the hopes of finding her a loving home. And along came Bronte, This is a beautiful story of one day when Bronte had decided that instead of the typical filter that she'd usually be browsing through, which would be the small dogs category, On this day, she clicked on medium dogs. And when she came across Olive, she immediately fell in love. And now, they're happily ever after and it is ultimately the best outcome. Possible. And this is for pet rescue what we call a happy tale. And we're particularly good at this particular part of it. We are really good at being able to connect, rescue pets So pets displaced in need of loving homes with millions putting them in front of millions of potential adopters every year. We're so good at it that this year, we reached an incredible milestone of 1,000,000 pets adopted for real. Thank you. We're really yeah, we're really so chuffed about this milestone, but it also indicates how much work there is left to done be to be done. Pet rescue is a charity like No other. We love tech for good. We love tech for good. We love to innovate and disrupt archaic systems such as the animal welfare system, which I won't go too deeply into today. But we love to really challenge the status quo and kick down some of those doors. We're most known for operating pet res petrescue.com.au but this is Australia's largest and most successful and most trusted pet adoption platform. And we are Australia's most visited charity website. It's pretty cool. Fun fact, today is actually the anniversary of two decades ago when Pet Rescue first launched as a website. Yeah. Milestones. So if you can imagine also that was the same time, same year as Facebook, now Meta, launched. You can envisage that during those times, I'll holler back to my my folks who are back there in the web during those times. It was a very different space. Social networking was just beginning. Technology was absolutely in its infancy, but the possibilities were in abundance and it was an exciting time. And it was a really strange time in the animal welfare sector of all all in one. So there was a lot of, there was a lot of different tensions and opportunities in the context that existed there. Back in those days, back in those days, rescue pets had a different brand. They were perceived as broken, damaged, unwanted somewhat. And fast forward to today, we've been we've worked with two over 2,200 rescue organizations across Australia to help change that perception and bring them into the popular and mainstream way of acquiring a pet into your life. So there's a lot of, yeah, a lot of good stuff to celebrate. In this. Sorry. I'm going to fast forward, but also rewind and, I'll get me in my little v remote. Thank you to the one person who laughed at my my generational reference here. Okay. So I I wanna place this at 2018, which is a really important year as part of pet rescues evolution and our journey. The goal, the mission itself was really simple. Find a home for every pet that needed one. So we would do this via our online platform which would reach at that point in time, around 4,000,000 visitors a year. And we would also build these partnerships with these corporate, amazing sponsors, these big brands out in the world to raise awareness about rescue pets, the importance of pet adoption and what kind of difference that's going to make. Running the awareness campaigns, pet adoption events, getting all of this exposure and actively increasing popularity of pets. Risky pets in Australia. But there's a but. During this time, we have the big hairball. There was a lot of love and a a lot of, a lot of really positive feelings about rescue pets. Pets out there. And that was that was a really good thing to have had established after fifteen years of the organization running. But at this juncture, we had, adopted, we had embarked on something that was the, you know, a game changing initiative for us We partnered with a huge household corporate brand who I won't name because of NDAs. But they, they got on board and we had this idea of let's do this huge adoption event that they would pay for every single one of their thousands of employees for the adoption fees for everyone who adopted during this campaign. To us, the difference that this would make, there was 9,000 pets needing homes across Australia at that point, That could have been the campaign of that decade and zeroes out the shelters, zeroes out the rescue, you know, the the and opening up rescue capacity. The hairball is that this event failed. Instead of zeroing out the shelters and getting every single pet adopted, we ended up with thousands of really disheartened disappointed people who wanted to participate, who wanted to help, and they weren't successful in adoptions. It led to this corporate sponsor really questioning whether they would even support rescue pets into the future. The executives the board of directors, they all pretty cross about this event causing a negative sentiment. Clicker. Okay. Sorry. It was a devastating moment, but it was very enlightening all at the same time for us. On one hand, we're questioning how our marketing strategies work. Do I you know, did we arrive entry in increasing interest in rescue pets? That's what we wanted to do to be able to find a home for every pet. Yet, the math wasn't mathing at this point. The pet homelessness issue hadn't disappeared. The shelters were still completely full. It wasn't solved. So what the actual heck in heck? So And this was a rig, you know, I talked to you about this being an evolutionary moment for us We're so focused on generating interest and demand and desirability for rescue pets, and that needed to happen. But at this point, the opportunity that we had missed, or rather the problem plus the opportunity that we hadn't even had any any visibility or sight of because we hadn't actually put on that thread was that popular pets could receive anywhere between 50 to a 150 inquiries. Yet, dramatic effect. A pet could only go to one home. I'm pausing here because logically, in this room when we this hindsight moment, that makes sense. It's it's a pattern not dissimilar to to rentals or the job market or even dating. The pattern, you know, the pattern is down. We see it everywhere. But it was never a problem that a small animal welfare charity ever imagined we'd get to that point of. I mean, you you talk about that one zero one of charity organizations, it's raise awareness, raise awareness, raise awareness, get people into action, and we did that thing. So going back to Olive's case, she was adopted recently but if this was the year 2018, she would have easily received a hundred hundred inquiries. Sorry. The one in inquirer was Bronte, who was the lucky one that got to adopt and and have Ollie Ollie in her life as her companion and best friend. The other 99 folks what would we need to do? This is a question. What would we need to do for all of these disappointed people who weren't successful? And the question in itself runs deeper and it uncovered a lot more because up to the point of the the inquiry, the process was quite similar. It was quite identical whether someone was successful or unsuccessful. Thinking about this in the patterns of the work that you all are working on, they all started from a similar place. Imagining or or wanting or having that desire to have a pet in their life. And then the the journey goes. Everyone's everyone goes through this. They're searching to discovering, deciding, and then the actual action. So these are the, you know, these are the bro those moments where they they absolutely were so invested in the same way just as Bronte was. They imagined Olive as part of their lives, as part of their routines, as of their everyday and their adventures, they likely discussed deliberated, probably negotiated, probably butted a little bit with housemates, with partners, with family members. And by the time that they had made this decision and made their mind up to take the to apply, they're likely feeling that that whole emotional journey as well. The only difference was that Bronte was the one that was able to have the successful outcome. So I won't read this out because you're all UX's and you and you you know the rules of UX. But this one was, one of these moments in complete play. And the deeper piece of what I'm talking about here is beyond that surface level of, you know, that transactional moment. This is a personal identity piece. Every single person who went through this journey had had investment. They were invested. They had imagined themselves not only adopting, they were imagining themselves as a type of person who values doing good, who values participating in charity charitable causes, the person the type of person who would would adopt a pet. And that's a that is huge when you're thinking about it from a values pay base perspective. The identity piece. And there were these notions of helping the attachment that someone would form by, you know, actually going through these this journey, and that that pride in the personal investment. And sorry, the people in please people, please, around me is like absolutely aching because 99 people for every pet that's adopted on pet rescue, if 99 people are having the worst time of their lives, yeah, I'm I'm screening internally about that. So thinking about what we've learned at pet rescue from from this moment, was that also, once someone had decided to adopt a pet, or to have a pet in their lives, that desire doesn't disappear. That lives on and continues on from that as a thought seed and if they're having multiple bad experiences, the entirety of that that experience and and not hearing back or, you know, not being able to have outcome that they're looking for, they'll simply go to an alternative method. So I'll talk just briefly a little bit more about that. But to add to that for us, one of the signals was very one three days a week, not even. So at in in that year of 2018, 50% of our inbound inquiries that were have received was a complaint to do with not having heard back from the rescue group. It's a pretty humongous stat. But beyond that, the reactions themselves, the sentiment was so risk really strong. For some, they were even experiencing a form of grief Mourning the thought of what could have been and deeply sad and feeling wounded and needing healing. For others, they were feeling personally attacked, unfairly judged, deemed unworthy, and their reaction was anger. So we had these huge extremes of emotions alongside the joy of happy tales. We're just, you know, it was one of those moments where we went, well, what was the fallout? And here's where adopting a pet is so different to any other ecommerce model. There wasn't a plug and play. Hey. Here's a UX journey that we can just chuck on in there. It was so emotionally driven and so unique. The applicant didn't not the applicant didn't merely not obtain a product. They were told that their offer to help and their home wasn't good enough. And this categorically became another set of emotional injury and it fueled the next decision. The consequences of this for vulnerable pets is the difference sometimes between life and death. It's an estimated 100,000 healthy rehombable pets are killed in Australia every day. I won't go into that too much. Sorry. I went ahead and inadvertently lived out the COBRA effect Given that our goal was to find a home for every pet that need needed one, our solution and the way that the whole sector was responding to overarching pressure of the demand for rescue pets was inevitably making the problem worse. Perfectly good homes were again, I'm going back to that. They'd already made the decision to bring a pet into their lives. The next the next, version of this was that they were essentially turning to easier methods and easier methods could look like unethical methods. That keep backyard breeding alive, that could, essentially create more population and and a lack of visibility that keeps pets at risk and harmful in general for the whole sector, everyone involved. So To to I suppose to hone in on this point, it wasn't it was no longer a choice to adopt. That choice had already been made. It was now the, you know, the next decision was the choice was taken out of the hands of that person who was the adopter. Alright. Sorry. That's very bad news at that point for the sector, but we have to also look at the two sides of the coin here. On the other side of the inbox to understand the whole pit whole issue, we have to understand the whole picture and all of the people and the actors involved as part of this? On the other end of these hundreds hundreds of inquiries, were usually one volunteer, maybe two. And they were usually doing multiple jobs and still are, wearing multiple hats sometimes reply responding to these emails late at night or in between things that they were doing. They weren't, you know, on their phone constantly or, you know, the context was completely different and they weren't in front of a laptop. And so knowing this, their their hope their whole goal was to have inquiries come through, find a home for that pet, go through the adoption process, and then once the pet is adopted, their next priority is the other pets in their care and being able to save the next ones who then needed the help afterwards. Again, the 100,000. They were dealing with life and death moments not a customer experiencing journey. Wasn't their top priority naturally. And this was a new slide that I added just before I hopped on stage. But beyond this, the context that matters, it was by a talk earlier. If you're in the room. But the the context really matters that they are not these frontline folks are not in front of their screens Last week when I went to pick up this gorgeous boy, for foster care, the foster care coordinator running around. They didn't have their phone out. They were trying to to handle him essentially try to get me set up with all the food and all the meds that I needed. To get him set up for success. They had a walkie talkie so that was going off in the meanwhile. There was a person that poked their head around another volunteer and asked, you know, asked her about you know, something about another case. There was distractions galore. So she wasn't necessarily thinking about what was going to happen to anyone who wasn't successful to adopt his pet. She was just going, this is the pet. I've just realized that I'm really speaking really fast but I'm very passionate. About these topics. So I wanted to just hold this thought here There are two perspectives, there was two different voices and there were challenges from both. There was potential adopters not having heard back from the rescue community, but had no idea, you know, it was it was radio silence had no idea what was going on. And the on the other side, the rescue community were receiving an abundance of inquiries and interest that they weren't actually resourced to be able to handle For them, there was the stressor of more inquiries coming in and not being able to actually reply back to everyone. So this was stress full on all parties involved. Add into that, the abuse that would actually come through because people are so passionate and feeling those big emotions, that was also a fallout. From this. Heaps of tension there. And in this, there was opportunities when we when we stop to think and to listen and to understand whether the interventions that we were making, were they helpful or were they hindering And what could we do to actually make the experience smoother for everyone while also acknowledging that there are the pressures of not just simply going, oh, you just simply need a team and to resource that out. It was about how do we help rescues as a community of 80% of them are volunteer run. How do we support them through the nuances of the pressures that they're feeling and at the same time address the lack of transparency from the inquiry side and not leading to alternative means. Okay. At the center of it all, it was a common goal. We just want to help pets. We can do this. Okay? So here's the project I'm going to run through really quickly because we've got we had three goals as part of the project that we embarked on in 2018. It was about managing the expectations of potential adopters, creating safe a safe and positive space for all, and reducing workload for overstretch rescues. Three pretty simple goals. And so we hold those at the center or held those at the center of as we're building out the solutions on what it actually looked like for an adopter, an inquirer, an someone who's interested as being a potential adopter experiencing right through to the rescue community. Our pre faces that we didn't embark on huge research. We just didn't have that kind of resource but we simply sat listened, observed as much as we could to build out this potential version of what could be better. So we went from this noting small charity organization did the best we could in the context that we did. And Okay. Rescue group list pet on pet on online. Adopter searches website, Then click a doctor fills out the online inquiry form. Enquire form goes to the rescue group as an email. They receive the email and then the successful, adopter is notified. That was the process. So we went from this to something a little bit more deliberate. We didn't go back in time. But we're going to just patiently slide through this. Cool. Cool. Cool. To this, at work. Okay. Sorry. Same starting point. Rescue group, lease the pet on Pet Rescue. Then we add in this moment where the rescues can select their adoption policy level and they can self elect that. It becomes a an ability for the rescue to be able to communicate what is expected as part of their requirements and what is their application process. Unique for every single rescue organization. There is no standardized framework for this. The doctor then searches for their pet on pet rescue. So that's the usual, but they also now have the adoption policy info. Available so that they've got we're managing expectations. We understand more of what's involved there. The adopter fills out the online inquiry form but instead is just shooting through an email and having no trail, an account and a login is created. From there, we'll just little boop off here. The adopt receives an automated response. I know it's so simple, but they just receive an automated response It's being received. Here's what to expect in information and we also calculated out typical response time for that particular rescue organization of how long it might take for, this person to wait to hear back. Little little simple stuff. And then from that account that was created, a two way conversation a la messaging piece was created. And then this created that safety layer for conversations to be able to have that chance of that you know, that that piece of reporting any unsafe or abusive behaviors So that that that mechanism became in place. Then it goes through into the rescue organization receives their inquiry info, and in that they've got their conversations manager and and and tooling that's out of an inbox and out of spreadsheets. They can log in and review shortlist and then do the same thing So, and commence the adoption process. And also baking in an email, a bulk email that can also automatically notify the unsuccessful adopters of the outcome. Triggered as a bulk action on status change with permission of the rescue organization. But this could save that 99 amount of emails to say you weren't successful, stay on the journey. We might have other pets. It was this part was automated and it was also editable by the rescue organization. And quickly touching on this, it was for us it was really inspired by the times. And that context matters as we're designing solutions out to match it up to expectations of what people expecting with within the realms of tech. And the way that they were using the tools at the time. This was the age of Uber Airbnb. People as consumers weren't expecting their emails to just go off to the ether. So I know that this part is is, you know, is is super basic. It's the tools that we use now as patterns every day. So it's very recognized for us. But we had to draw a hybrid inspiration from this. We couldn't design a from a resources perspective the perfect end to end solution because we also still needed to consider on the other side the rescue community was still majority and still many are are on paper based forms. So we had to really take these parts into account and not just go, here's the perfect solution. Now use it. Alright. I encountered also I'll quickly skip through these. We encountered hairball number two. Which was the non eventful year that was 2020 if you guys remember. The average number of pets at all the average number of inquiries per pet massively spiked as they did for, you know, for pets across Australia rescue pets also felt this and you can see the how the pinch would have really affected the rescue community. There was a 5.5 times leak in the amount of pets with more than 50 inquiries during this time. And get this, one pet received 1,366 inquiries. This pet literally took the website down for about five minutes. That that alert was very stressful. And we've got better controls in place with that. Anyway, as you can imagine, if we didn't have the bulk messaging response here, thank goodness for that, that would have been quite that would have been quite stress off for everyone involved and we could have lost a series of inquiries in that. So in response to that and then also the idea of future proofing, what this could look like for us, we we looked at developing this where we implemented an inquiry wall where someone would need to have an account to be able to make an inquiry with the idea that we want to raise the amount of or raise the quality and intention filtering of the inbound requests in favor of quantity, obviously. So they could also create an adopter profile which then links to their account. The rescue organize also organizations get gets more context about their household rather than the back and forth of finding that information in a conversational sense. And so they're just essentially equipped with more information to be able go through their journey. And that was an introduced friction moment. We added layers. But for that, it was all about increasing the quality of the whole experience. Okay. So I talked to you about the three main goals that we had. The results, did speak themselves, but I'll caveat this with metrics that matter is something that we also examined as part of this and didn't want to get fixated on just the metrics alone. The first goal, we wanted to manage expectations for potential adopters. Expectations is just simply communication control. So we did see a reduction in complaints from 50% from 2018 down to 2020 37% in 2020 and as of last year, 0.007% of, yeah, of complaints for that reason. Awesome. Okay. Sorry. The transparency also increased and we were able to align that experience a little better with modern expectations in the in the tooling that was used. Again, not a complete end to end journey. But it got us closer. So that was something that we did track and that's not the only not the only, I suppose, thing that we would see as a signal for success. Our second goal was to create a safe and positive space for all. And through developing that conversations functionality that, that two way messaging, we're able to we were able to have some safeguards around how do we have those how do we have those mechanisms in place to handle abuse that might happen in your conversation sense that would otherwise happen offline. And also what emerged out of us putting that in place don't have a stat to to support it, but what we do have that is now going to outlast and persist the the adoption journey for us is that rescue organizations, remember how I talked about the adoption policies, they were able to self identify and self go through what those adoption application steps that would be involved would be. And whether they were flexible, which is conversational based, moderate, or a really strict group that requires folks to have to go through multiple processes. Again, there is no there's there's no good or bad here. It was just about communication and setting expectations for potential adopters and then holding the folks through that process so that they can opt in. With that information. So if someone didn't want to go through a strip screening type of process, then they didn't have to proceed with that. So there was more choice and agency as part of this as a potential adopter. Our last goal that we really wanted to achieve for this project was reducing the workload of overstretch rescues. So we wanted to create time saving for life saving type of features or automations as part of these. And as mentioned, we wanted to improve the quality of the inquiries and reduce the volume coming through. So we saw that little blip in that spike year with 2020 where the average amount of inquiries per pet was 9.25, So we reduced that down to last year, 4.3. And the amount of pets between 2020 to to to last year was 10.7 times less inquiries per pet. With sorry. Let me let me rephrase that. Because stats are fun. Okay. There were there were 10.7 times less pets with more than 50 inquiries. Alright. Got that right. And overall, from a sentiment, we didn't run a a a, you know, a huge, like, for like research project. But the sentiment from feedback that we received from rescue groups. Was that through the adopt a profile feature, the quality of inquiries coming through was better. The quality of information coming through was equipped them more with the ability to be able to match make and connect. So that is definitely, some of the positives that came through. There's one more. And everyone who's, everyone who's a proper researcher just you know, hold your horses for just a moment. Alright. When we napkin math calculated this out, remembering that this was a remembering that these were features or automations that were put into place and introduced for activities that didn't exist previously. So we don't actually have a light for like necessarily comparison. But the total potential time saved in emails and communication was I'm gonna read it up because I really like this number, six million nine hundred and one thousand five hundred and ninety minutes saved, which is the equivalent to thirteen years, one month, and seventeen days. Imagine what we can do with that time. Imagine what the rescue can do with that time. And then also in that experience, the important thing was holding people through the whole of the journey. This is potential adopters the rescue community, and successful and unsuccessful folks as well. Alright. Time for a wrap up. So my the the thoughts here are where to from here. I really hope that even though this was a very pet and sector centric presentation that you're able to take away some of those thoughts into the the line the the interest reason line of work that you're in. And I want to acknowledge that these this obviously was a case study of functionality that we put into place in the year 2018 to you know 2020 over time. I know that these solutions aren't groundbreaking. They're not innovative. We're not going to be winning any any technological advancement awards anytime soon. But it was a big deal for a small charity organization with it. Teeny tiny in house team and I'm the designer. You know, considering these context and and the thing that we'll actually equipped with and the thing that I'm hoping that you all challenge in your your respective fields is the idea that if we just focused on what what metric we had, at that moment, which was pet adoptions and, you know, getting all of these inquiries and increasing demand for rescue pets, but didn't actually look at the whole complete picture, we would have missed this completely. And if we we hadn't changed anything, we might be we might not have reached that 1,000,000 pets adopted milestone for one and we might have some really disheartened folks in ## Slides ### 00:00:08 # ON THE PROGRAM ## Nadine Raydan - Senior Product Manager - ReachOut Australia ## Nathan Shedroff - Full Professor - California College of the Arts ## Nila Rezaei - Co-founder & Design Director - RK Collective [Headshot of Nadine Raydan] [Headshot of Nathan Shedroff] [Headshot of Nila Rezaei] ### 00:00:29 # ON THE PROGRAM - **Sakib Jalil** Casual Academic: Design & IT - UTS: University of Technology Sydney | University of Sydney | Central Queensland University - **Sam Alderton-Johnson** Founder & Director · Impact Policy - **Sarah Fennelly** Visual Design Lead · Deakin University [Three circular profile pictures of the speakers] ### 00:00:47 [Close-up image of a dog's face] ### 00:00:49 [Close-up image of a dog's face with light-colored eyes] ### 00:01:11 [Close-up illustration of a dog's face] ### 00:01:32 [Close-up image of a dog's face] ### 00:01:49 [Close-up illustration of a dog's face with blue eyes] ### 00:01:51 [Close-up illustration of a dog's face with blue eyes] ### 00:02:15 [Image of a dog's face with blue eyes] ### 00:02:37 [Close-up illustration of an animal's face with blue eyes] ### 00:03:02 [Close-up image of a dog's face, looking forward with blue eyes] ### 00:03:22 # Designing for Disappointment @the_patima [Logo for PetRescue, featuring a dog paw icon] [Close-up of a dog's face, looking somewhat sad or disappointed] ### 00:03:44 Olive [Photo of a brown and white Cavalier King Charles Spaniel puppy wearing a green checkered harness, looking up with big eyes] [PetRescue logo] ### 00:03:46 Olive [Image of a brown and white dog wearing a green checkered harness, with the PetRescue logo] ### 00:04:08 # WEB DIRECTIONS UX AUSTRALIA ## SYDNEY AUGUST 2026 > "As many adopters probably do, I feel like I've hit the jackpot" > > – Bronte [Screenshot of a smartphone app displaying a brown dog, with the PetRescue logo visible] [Photo of a woman, Bronte, smiling ### 00:04:33 > "As many adopters probably do, I feel like I've hit the jackpot" > — Bronte I FOUND LOVE ON PETRESCUE [Screenshot of a PetRescue app showing a brown dog] [Heart-shaped photo of a woman smiling with a brown dog] ### 00:04:47 > "As many adopters probably do, I feel like I've hit the jackpot" > — Bronte [Screenshot of the PetRescue app showing a brown and white dog] [Circular photo of a woman smiling and hugging a brown and white dog] [Sticker with text "I FOUND LOVE ON PETRESCUE"] ### 00:05:08 ### PetRescue - Mobile app displaying a profile for **Mabel**, a Domestic Short Hair Cat, described as a Gentle Couch Companion. - Achievement: **1 MILLION PETS ADOPTED** [Grid of small photos featuring various animals including dogs, cats, birds, rabbits, and farm animals] [Screenshot of a mobile app showing a cat profile for "Mabel" on PetRescue] [Illustration of a large green ### 00:05:33 ### PetRescue App: 1 Million Pets Adopted [Screenshot of the PetRescue mobile app showing a grid of adoptable animals and a detailed view of two guinea pigs named Ollie and Ned.] [Graphic celebrating "1 Million Pets Adopted" by PetRescue.] ### 00:05:48 ### PetRescue App Showcase - **Mobile App Interface:** - PetRescue logo with "Interstate adoption" checkbox and "DONATE" button. - Pet profile for **Ollie and Ned**, described as "Smooth Hair Guinea Pig" and "Bonded friends". - Location suggested: NSW, with an "Interstate adoption" checkbox. ### Milestone Achievement - **1 MILLION PETS ADOPTED** (with PetRescue logo) [Grid of small photos showing various animals available for adoption, including dogs, cats, birds, rabbits, and guinea pigs] [Screenshot of a mobile phone displaying the PetRescue app, showing a profile for two guinea pigs] [Large green graphic celebrating "1 Million Pets Adopted" with the PetRescue logo] ### 00:05:55 # PetRescue: 1 Million Pets Adopted ## PetRescue App Features - **Pet Gallery:** A grid of various animals available for adoption, including dogs, cats, birds, rabbits, and guinea pigs. - **Pet Profile Example:** - **Name:** Ollie and Ned - **Species:** Smooth Hair Guinea Pig - **Status:** Bonded friends - **Location:** Tuggerah, NSW - **Availability:** Interstate adoption [Grid of small photos of various animals available for adoption] [Screenshot of a mobile app displaying a profile for two guinea pigs named Ollie and Ned] [Large green graphic celebrating "1 MILLION PETS ADOPTED" with the PetRescue logo] ### 00:06:18 ### Rescue Organisations [Map of Australia showing states and territories (WA, NT, SA, QLD, NSW, VIC, TAS) with multiple circular overlays indicating locations] ### 00:06:40 # Rescue Organisations [Map of Australia divided into states and territories (WA, NT, SA, QLD, NSW, VIC, TAS), with several translucent circles overlaid, indicating locations. The map is branded with the PetRescue logo.] ### 00:07:03 # Rewind: 2018 [Grid of 200 green human icons] [Grid of 50 small photos of various animals including cats, dogs, birds, pigs, and rabbits] [PetRescue logo] ### 00:07:24 # Rewind: 2018 [Infographic of many green stick figures representing people] [Grid of small photos of various animals, including cats, dogs, birds, and other pets] [PetRescue logo] ### 00:07:44 # Rewind: 2018 [Infographic of many green stick figures representing people] [Grid of small photos of various animals including cats, dogs, birds, and pigs] [PetRescue logo] ### 00:07:47 ## Rewind: 2018 PetRescue [Infographic of green stick figures representing people] [Grid of small photos showing various rescued animals including cats, dogs, birds, and pigs] ### 00:08:08 # Rewind: 2018 [Infographic showing a grid of green stick figures representing people] [Grid of small photos of various animals including cats, dogs, birds, and pigs, with the PetRescue logo] ### 00:08:28 # The hairball [Image of a brown dog and a small tabby kitten, with the PetRescue logo in the bottom right corner] ### 00:08:47 ## The hairball [Image of a brown dog and a small tabby kitten] [PetRescue logo] ### 00:09:08 # The hairball [Image of a dog and a kitten] ### 00:09:30 # The hairball [Image of a brown dog looking forward, with a small tabby kitten peeking out from behind it] [PetRescue logo] ### 00:09:48 # The hairball [Image of a brown dog and a small tabby kitten peeking up from the bottom of the slide] [PetRescue logo] ### 00:09:49 # The hairball [Image of a brown dog and a small tabby kitten peeking up from the bottom of the slide] [PetRescue logo] ### 00:10:10 # A home for every pet Mission... accomplished? **Dexter** Domestic Short Hair (DSH) Cat Looking for love Mildura, VIC [Screenshot of a pet profile card for a kitten named Dexter] [Infographic showing a grid of many green human-like figures] [PetRescue logo] ### 00:10:32 # Rescue pet demand outstripped supply ### Pet Profile Screenshot - **Dexter** - Domestic Short Hair (DSH) Cat - Looking for love - Mildura, VIC [Screenshot of a pet profile for a ginger kitten named Dexter] [Infographic showing many grey human figures representing demand, and one green human figure representing supply, with a PetRescue logo] ### 00:10:47 # Rescue pet demand outstripped supply ### Dexter - Domestic Short Hair (DSH) Cat - Looking for love - Mildura, VIC [Screenshot of a pet profile ### 00:10:53 # Rescue pet demand outstripped supply ### Dexter - Domestic Short Hair (DSH) Cat - Looking for love - Mildura, VIC [Screenshot of a pet profile ### 00:11:18 ### Rescue pet demand outstripped supply - Dexter - Domestic Short Hair (DSH) Cat - Looking for love - Mildura, VIC [Screenshot of a pet profile card for a ginger kitten named Dexter] [Pictogram chart showing many small grey human figures representing demand, and one large green human figure representing supply, with the PetRescue logo] ### 00:11:39 [Diagram showing a dog named Bronte at the center, surrounded by user icons. Dotted lines with mail icons connect the users to the dog, with some users having green heart icons, illustrating a sharing or adoption process. A PetRescue logo is in the bottom right.] ### 00:12:03 [Diagram showing a central image of a brown and white dog named Bronte, surrounded by multiple grey user icons and one green user icon. Dotted lines with envelope icons connect the user icons to ### 00:12:27 I think I want a pet [Speech bubble containing the text "I think I want a pet"] [PetRescue logo] ### 00:12:48 # User Journey: Pet Adoption - I think I want a pet - Search - Discover - Decide - Action - Adopt [User journey map showing a linear flow from "I think I want a pet" through "Search," "Discover," "Decide," "Action," to "Adopt." Below this, an emotional journey path is depicted with smiley faces, starting happy, becoming mixed with happy and sad faces, then splitting into two outcomes: a positive outcome with a very happy face and hearts (associated with "PetRescue" logo) and a negative outcome with sad faces, a broken heart, and a confused thought bubble.] ### 00:13:11 # User Journey: Pet Adoption - I think I want a pet - Search - Discover - Decide - Action - Adopt [Flow diagram illustrating a user journey for pet adoption, starting with "I think I want a pet" and progressing through "Search", "Discover", "Decide", "Action", and "Adopt". Below this, a path of hand-drawn smiley and sad face icons represents the user's emotional journey, with a green arrow pointing to a very happy outcome and a brown line pointing to negative outcomes like sadness and confusion. The logo "PetRescue" is in the bottom right corner.] ### 00:13:33 # The Peak-End Rule People judge an experience primarily by how they felt at its most intense moment and at the end, not by the average across the whole experience. [Image of an orange tabby cat peeking over the bottom edge of the slide] [PetRescue logo] ### 00:13:47 ## The Peak-End Rule People judge an experience primarily by how they felt at its most intense moment and at the end, not by the average across the whole experience. [An orange tabby cat peeking over the bottom edge of the slide, with the PetRescue logo in the corner] ### 00:14:08 # The Peak-End Rule People judge an experience primarily by how they felt at its most intense moment and at the end, not by the average across the whole experience. [Orange tabby cat peeking over the bottom edge of the slide] [PetRescue logo] ### 00:14:32 ## The Peak-End Rule People judge an experience primarily by how they felt at its most intense moment and at the end, not by the average across the whole experience. [Close-up of an orange tabby cat peeking over a surface] [PetRescue logo] ### 00:14:48 # The Peak-End Rule People judge an experience primarily by how they felt at its most intense moment and at the end, not by the average across the whole experience. [Image of an orange tabby cat peeking over the bottom edge of the slide, with the PetRescue logo in the bottom right corner] ### 00:14:52 # The Peak-End Rule People judge an experience primarily by how they felt at its most intense moment and at the end, not by the average across the whole experience. [Image of a ginger cat peeking over the bottom edge of the slide, with the PetRescue logo in the corner] ### 00:15:13 # The unsuccessful journey fallout - "haven't heard back from a rescue group" - 50% of inbound Helpdesk emails (2018) [Illustration of a sad dog's face, with small icons of a tangled thought, a broken heart, and a crying face] ### 00:15:35 # The unsuccessful journey fallout ### Screenshot of a Facebook post about pet adoption challenges [Screenshot of a Facebook post from a user discussing their experience with purchasing a dog from a breeder versus rescue, ### 00:15:48 # The unsuccessful journey fallout > Facebook user > I purchased my last dog from a breeder interstate! something that was never done in my family we always had rescues. I wasn't deemed worthy- I am a dog trainer, I have ### 00:16:12 A rejected purchase is a failed transaction. A rejected adoption is a **rejected offer of help.** [Image of a kitten peeking over a line] [Image of an upside-down dog peeking under a line] [PetRescue logo] ### 00:16:35 A rejected purchase is a failed transaction. A rejected adoption is a **rejected offer of help**. [Head of a kitten peeking from the bottom of the top section] [Upside-down head and paws of a dog peeking from the top of the bottom section] [PetRescue logo] ### 00:16:48 A rejected purchase is a failed transaction. A rejected adoption is a **rejected offer of help**. [Image of a kitten peeking over a line] [Image of an upside-down dog peeking over a line] [PetRescue logo] ### 00:17:10 ## The Cobra Effect Happens when a solution to a problem makes the problem worse. It describes a backfiring policy or a perverse incentive where well-meaning rules encourage people to act in ways that defeat the goal. ### Gigi - **Type:** Reptile - **Description:** Dainty and docile - **Location:** Shailer Park, QLD - **Adoption Status:** Interstate adoption unavailable [Image of a small brown snake on green grass, with a green heart-shaped sticker overlay that says "Looking for Love". PetRescue logo is in the bottom right corner of the slide.] ### 00:17:35 # The Cobra Effect Happens when a solution to a problem makes the problem worse. It describes a backfiring policy or a perverse incentive where well-meaning rules encourage people to act in ways that ### 00:17:47 # The Cobra Effect Happens when a solution to a problem makes the problem worse. It describes a backfiring policy or a perverse incentive where well-meaning rules encourage people to act in ways that defeat the goal. [Screenshot of an adoption profile for a snake named Gigi, described as "Reptile" and "Dainty and docile", with a "Looking for Love" sticker.] [PetRescue logo] ### 00:18:10 # The other side *of the inbox.* [PetRescue logo with a paw print and heart icon] ### 00:18:31 # The other side *of the inbox.* [PetRescue logo] ### 00:18:48 # The other side of the inbox [Outlook email icon with 9,437 unread messages notification] [Four photos showing people interacting with dogs and a cat in different environments, including training, an office, outdoors, and an indoor care setting] [PetRescue logo] ### 00:18:51 # The other side of the inbox [Outlook email icon with 9,437 unread messages notification] [Four photos showing people interacting with dogs and a cat in different environments, including training, an office, outdoors, and an indoor care setting] [PetRescue logo] ### 00:19:13 [Close-up photo of a light-colored dog looking directly at the camera, with the PetRescue logo in the bottom right corner.] ### 00:19:35 PetRescue [Close-up photo of a light-colored dog looking directly at the camera] ### 00:19:48 [Close-up photo of a light-colored dog looking directly at the camera, with the PetRescue logo in the bottom right corner] ### 00:20:11 ## The tensions highlighted - "Not hearing back from a rescue group" - "having no idea what the next steps were" - "constantly rejected and knocked back without answers." - "not being eligible but for wild reasons" [Diagram showing four speech bubbles with quotes, surrounding icons of a broken heart, a sad face, a confused thought bubble, and a person.] ### 00:20:33 # The tensions highlighted ## Adopter Tensions - "Not hearing back from a rescue group" - "having no idea what the next steps were" - "constantly rejected and knocked back without answers." - "not being eligible but for wild reasons" ## Rescue Group Tensions - "Unsuitable adopters applying for pets" - "We've been receiving abusive messages" - "We don't have enough time or resources" - "High volume of unserious enquiries" [Diagram showing two columns of speech bubbles, one green representing adopter frustrations with icons like a person, broken heart, and confused face, and one pink representing rescue group challenges.] ### 00:20:47 # The tensions highlighted - "Not hearing back from a rescue group" - "having no idea what the next steps were" - "constantly rejected and knocked back without answers." - "not being eligible but for wild reasons" - "Unsuitable adopters applying for pets" - "We've been receiving abusive messages" - "We don't have enough time or resources" - "High volume of unserious enquiries" [Two columns of speech bubbles, one green and one pink, illustrating common tensions for pet adopters and rescue groups, with small icons like a broken heart and a person.] ### 00:21:08 # The tensions highlighted > "We just want to help pets" - Lack of communication and transparency to the enquirer - (Frustration) - Potential adopters turning to "easier" and less ethical methods of acquiring pets - (Loss of adoptive homes) - Rescue groups receiving high volumes of enquiries - (High workload stress) - Reports of abusive conversations happening off-platform - (Lack of safety) - Unsuitable enquiries coming through - (Additional administrative effort) [Diagram showing a central quote "We just want to help pets" surrounded by five text boxes describing different tensions, grouped into two columns. A PetRescue logo is in the top right corner, and a PetRescue member badge is below it. A person icon is in the bottom left.] ### 00:21:31 # The tensions highlighted - **Lack of communication and transparency to the enquirer** - (Frustration) - **Potential adopters turning to "easier" and less ethical methods of ### 00:21:48 # The project - Managing Expectations For Potential Adopters - Creating a Safe and Positive Space For All - Reducing Workload For Overstretched Rescues [Image of two guinea pigs] [Image of a dog looking up] [PetRescue logo] ### 00:22:09 # The project - Managing Expectations For Potential Adopters - Creating a Safe and Positive Space For All - Reducing Workload For Overstretched Rescues [Two guinea pigs] [An Australian Shepherd dog] [PetRescue logo] ### 00:22:29 # From this (in 2018) [Image of a person smiling while a dog licks their face, with the PetRescue logo in the bottom right corner] ### 00:22:48 ## From this (in 2018) Rescue Group Lists Pet Online Adopter Searches Website [Diagram showing a flow from "Rescue Group Lists Pet Online" (with a PetRescue Member logo) to "Adopter Searches Website" (with a person icon).] [Photograph of a woman smiling and hugging a dog, with the dog licking her face.] [PetRescue logo] ### 00:23:13 ## From this (in 2018) - Rescue Group Lists Pet Online - Adopter Searches Website [Diagram showing a rescue group listing pets online, connected to an adopter searching ### 00:23:37 ## To this (in 2019) - Rescue Group lists pet on PetRescue - Adopter searches for a pet on PetRescue - With adoption policy info - Rescues can elect their adoption policy level [Flowchart showing the process of a rescue group listing a pet and an adopter searching for a pet on PetRescue, with steps for adoption policy information and rescues electing their policy level.] ### 00:23:49 # To this (in 2019) - Rescue Group lists pet on PetRescue - Adopter searches for a pet on PetRescue - With adoption policy info - Rescues can elect their adoption policy level [Flow diagram illustrating the PetRescue process, showing a rescue group listing a pet, an adopter searching, and rescues electing their adoption policy level] ### 00:24:10 # To this (in 2019) 1. Rescue Group lists pet on PetRescue - Rescues can elect their adoption policy level 2. Adopter searches for a pet on PetRescue - With adoption policy info 3. Adopter Fills out Online Enquiry Form - Account and login created 4. Adopter receives auto-response with info and estimated response time [Flowchart illustrating the PetRescue adoption process, showing steps from listing a pet to an adopter receiving an auto-response] ### 00:24:32 # To this (in 2019) - Rescue Group lists pet on PetRescue - Rescues can elect their adoption policy level - Adopter searches for a pet on PetRescue - With adoption policy info - Adopter Fills out Online Enquiry Form - Account and login created - Two-Way Conversation Generated - Conversations can be reported - Adopter receives auto-response with info and estimated response time [Flowchart illustrating the pet adoption enquiry process on PetRescue, showing steps from listing a pet to receiving an auto-response, with details on adoption policies, account creation, and conversation generation. Each main step is accompanied by desktop and mobile icons.] ### 00:24:48 # To this (in 2019) **PetRescue Adoption Process Flow (2019)** - **Rescue Group lists pet on PetRescue** - Rescues can elect their adoption policy level - **Adopter searches for a pet on PetRescue** - With adoption policy info - **Adopter Fills out Online Enquiry Form** - Account and login created - Adopter receives auto-response with info and estimated response time - Two-Way Conversation Generated - Conversations can be reported [Flowchart illustrating the PetRescue adoption process, showing steps for rescue groups and adopters, with icons for desktop/mobile devices, email, and chat.] ### 00:25:10 # To this (in 2019) - **Rescue Group Process:** - Rescue Group lists pet on PetRescue - Rescues can elect their adoption ### 00:25:34 # To this (in 2019) - **Rescue Group lists pet on PetRescue** - *Flows to:* Adopter searches for a pet on PetRescue - *Flows down to:* Rescues can elect their adoption policy level - **Adopter searches for a pet on PetRescue** - With adoption policy info - *Flows to:* Adopter Fills out Online Enquiry Form - **Adopter Fills out Online Enquiry Form** - Account and login created - *Flows to:* Adopter receives auto-response with info and estimated response time - *Flows down to:* Two-Way Conversation Generated - **Adopter receives auto-response with info and estimated response time** - *Flows to:* Rescue Receives Enquiry & Info in their Conversations Manager - **Rescue Receives Enquiry & Info in their Conversations Manager** - *Flows to:* Successful Adopter Notified & commences adoption process - *Flows down to:* Rescue can review & shortlist applications in conversations manager - **Successful Adopter Notified & commences adoption process** - **Rescues can elect their adoption ### 00:25:48 # Jakob's Law Users spend most of their time on other digital products, so they expect your interface to work like the ones they already know. [Illustration of a person on a couch using a laptop, which displays a grid of various pet photos. A PetRescue logo is in the bottom right corner of the slide.] ### 00:26:12 ## Jakob's Law Users spend most of their time on other digital products, so they expect your interface to work like the ones they already know. [Image of a person on a couch looking at a laptop screen displaying a grid of animal photos, with a PetRescue logo in the bottom right corner] ### 00:26:35 # Jakob's Law Users spend most of their time on other digital products, so they expect your interface to work like the ones they already know. [Image of a person lying on a couch, using a laptop that displays a grid of animal photos, with the PetRescue logo in the bottom right corner.] ### 00:26:48 # Hairball #2 PetRescue [Bar chart showing values 5.8 for 2018 and 9.25 for 2020, with an x-axis extending to 2025.] ### 00:27:11 # Hairball #2 Pets with more than 50 enquiries **5.5x** Most enquiries for one pet **1,366** [Bar chart for PetRescue showing values 5.8 for 2018 and 9.25 for 2020, with 2025 as a future point] ### 00:27:34 # Hairball #2 Pets with more than 50 enquiries **5.5x** Most enquiries for one pet **1,366** [Bar chart showing values of 5.8 for 2018 and 9.25 for 2020, with a PetRescue logo] ### 00:27:47 ## To this (in 2022) The process involves: - **Rescue Group actions:** - Lists pet on PetRescue - Elects their adoption ### 00:27:54 ## To this (in 2022) The process involves: - **Rescue Group actions:** - Lists pet on PetRescue - Elects their adoption ### 00:28:18 # To this (in 2022) 1. Rescue Group lists pet on PetRescue - Rescues can elect their adoption policy level 2. ### 00:28:43 ## The results [A black and white cat peeking from the left side of the slide] ### 00:28:45 ### The results [A black and white cat peeking from the left side of the slide] [PetRescue logo in the bottom right corner] ### 00:29:05 # The results Managing expectations for potential adopters - Reduced complaints. - Improved experience consistent with modern expectations. [Line graph showing a decreasing trend over time from 2018 to 2025, with a shaded area labeled "50%"] [Illustration of a crying face with a broken heart and a thought bubble indicating confusion] ### 00:29:27 # The results ## Managing expectations for potential adopters - Reduced complaints. - Improved experience consistent with modern expectations. [PetRescue logo] "haven't heard back from a ### 00:29:48 # The results Creating a safe and positive space for all - More controls for online safety. - Universal standard definitions for rescue adoption policies. [PetRescue logo] [Two bullet points, one with a shield icon and the other with a document icon] ### 00:29:50 # The results Creating a safe and positive space for all - More controls for online safety. - Universal standard definitions for rescue adoption policies. [PetRescue logo] [Two bullet points, one with a shield icon and the other with a document icon] ### 00:30:15 # The results ## Creating a safe and positive space for all - More controls for online safety. - Universal standard definitions for rescue adoption policies. ### 00:30:36 # The results - Creating a safe and positive space for all - More controls for online safety. - Universal standard definitions for rescue adoption policies. ### Flexible a conversational- ### 00:30:48 # The results Creating a safe and positive space for all - More controls for online safety. - Universal standard definitions for rescue adoption policies. - **Flexible**: a conversational-based, inclusive adoption approach - **Moderate**: a balance of screening and open engagement - **Strict**: policy-based approach involving screening and multiple pre-adoption checks [PetRescue logo] [Diagram illustrating three distinct adoption approaches: Flexible ### 00:31:12 # The results ### Reducing workload for overstretched rescues - Time-saving for life saving tooling for rescues. - Improved volume and quality of enquiries and info received by rescue groups. ### 00:31:32 # The results - Reducing workload for overstretched rescues Pets with more than 50 enquiries **10.7x less** [Bar chart showing values for 2018 (5.8), 2020 (9.25), and 2025 (4.3)] ### 00:31:47 # The results - Reducing workload for overstretched rescues - Pets with more than 50 enquiries - **10.7x less** [Bar chart showing values over time: 5.8 in 2018, 9.25 in 2020, and 4.3 in 2025, with a PetRescue logo] ### 00:31:52 # The results - Reducing workload for overstretched rescues - Pets with more than 50 enquiries - **10.7x less** [Bar chart showing values over time: 5.8 in 2018, 9.25 in 2020, and 4.3 in 2025, with a PetRescue logo.] ### 00:32:13 # The results - Reducing workload for overstretched rescues - Pets with more than 50 enquiries **10.7x less** [Bar chart for PetRescue showing values over time: 5.8 in 2018, 9.25 in 2020, and 4.3 in 2025.] ### 00:32:35 # The results Reducing workload for overstretched rescues - Time-saving for life saving tooling for rescues. - Improved volume and quality of enquiries and info received by rescue groups. ### Estimated time saved 6,901,590 minutes ### 00:32:47 # The results ## Reducing workload for overstretched rescues - Time-saving for life saving tooling for rescues. - Improved volume and quality of enquiries and info received by rescue groups. ### Estimated time saved **6,901,590 minutes** [PetRescue logo] ### 00:33:10 # The results ## Reducing workload for overstretched rescues - Time-saving for life saving tooling for rescues. - Improved volume and quality of enquiries and info received by rescue groups. Estimated time saved **6,901,590 minutes** [PetRescue logo] ### 00:33:32 # Where to from here? [Image of a small grey kitten playing with a green string or rubber band] [PetRescue logo] ### 00:33:48 # Where to from here? [Image of a small grey kitten playing with a green string or rubber band] [PetRescue logo] ### 00:33:50 # Where to from here? [Image of a small grey kitten playing with a green string or rubber band] [PetRescue logo] ### 00:34:12 # Where to from here? [Image of a small grey kitten playing with a green stick or string] [Green blob shape] ### 00:34:35 # Where to from here? [Image of a small grey kitten playing with a green string] [PetRescue logo] ### 00:34:46 # Where to from here? [Image of a small grey kitten playing with a green string] [PetRescue logo]