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Developing paw-fect personas: Bringing millennial dog owners to life

Published 08 Jun 2021 2 minute read

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Further were brought on board to help the leadership team at Waggel understand their target customers in even more depth. We were tasked with exploring the daily emotions, frustrations and challenges that London-based millennials experience, from the moment their desire for owning a dog starts, to six months into having their own canine partner.


Waggel are busy disrupting the pet insurance industry one tail wag at a time.
Their aim is to be the antithesis of big insurance companies by having a user-friendly website, simple and easy-to-read policies with straightforward systems and claims procedures. Waggel’s offer is a subscription-based insurance policy that delivers value by helping millennial dog owners with services that range from training and education to veterinary care and lastminute dog sitters. They want to make pet ownership fun and rewarding, sharing their passion for pets with their customers.

 Waggel firmly believes that pet insurance sucks, so they’re changing it. They’re shaking things up by offering their customers transparency,
affordability and a human touch. They love pets, they’re tech people and they have over 15 years of experience in the insurance industry.

Our approach

Drivers and touchpoints associated with the initial purchase, right through
to the day-to-day emotions, activities and challenges along the way to establishing a successful routine.

To connect these needs with services and products, we tested three early-stage value propositions. We used the feedback gathered to iterate a new value proposition (within 24 hours), then ran another agile test. This fast-paced iteration allowed us to validate hypotheses around useful services and products and ensure  that the insights were grounded and immediately actionable.

Using our Together research platform, we immersed ourselves in the lives of 24 carefully selected millennial dog owners over seven days. Participants ranged from soon-to-be owners (i.e. they had just purchased a dog but had not yet collected their pet), new owners and those with six months experience.

We tasked them with activities that would surface the minutiae of dog ownership experiences, including the well-known highs and some of the lesser-known lows.

To tell the story of the customer journey with impact, we presented the findings in a series of timelines, through the eyes of four distinct personas that Waggel could ‘live’. By mapping out the customer journey, we enabled the leadership team at Waggel to understand potential customer touchpoints and interactions so they can cherry-pick the critical moments in which to physically and emotionally engage with them.

 As a Product Owner, the speed at which we got the feedback on the propositions and the directional insights we got from Further into what the next proposition needed to include was hugely valuable. I also liked the way they presented the work through the personas. We’ll be building on all of this to take our proposition to market with real confidence.

Lauren Carter, Product Owner, Waggel

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