Title | MYHOOMAN |
Brand | MARS |
Product / Service | MYHOOMAN |
Category | B01. UX & Journey Design |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Idea Creation | COLENSO BBDO Auckland, NEW ZEALAND |
Media Placement | WAVEMAKER Auckland, NEW ZEALAND |
Post Production | LEVO Sydney, AUSTRALIA |
Additional Company | WATERMARK CREATIVE Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Dan Wright | Colenso BBDO | Group Executive Creative Director |
Maria Devereux | Colenso BBDO | Executive Creative Director |
Kim Ragan | Colenso BBDO | Creative Director |
Charlie Godinet | Colenso BBDO | Senior Art Director |
Rob Graves | Colenso BBDO | Senior Copywriter |
Shannon Doidge | Colenso BBDO | Copywriter |
Ahamd Salim | Colenso BBDO | Group Business Director |
Ahamd Salim | Colenso BBDO | Executive Director. Mars Business & Innovation. |
Nico Hume-Ainsworth | Colenso BBDO | Senior Business Director |
Nico Hume-Ainsworth | Colenso BBDO | Group Business Director |
Arameh Bozorgi | Colenso BBDO | Programme Director |
Shem Dela Cruz Baua | Colenso BBDO | Business Manager |
James Tucker | Colenso BBDO | Senior Planner |
Teresa Luckman | Colenso BBDO | Experience Design Lead |
Emma Tait | Colenso BBDO | Digital & Data Strategist |
Fabio Alings | Pedigree | Global Brand Director |
Cormac Van Den Hoofdakkeer | Mars | Marketing Manager |
David Way | Watermark Creative | Creative Director |
Shannon Jahnel Lanktree | Watermark Creative | Animation & Illustrator |
Tennille Barnes | Colenso BBDO | Head of Digital Production |
Claudio Varoli-Piazza | Colenso BBDO | Senior Digital Producer |
Chris Domin | Colenso BBDO | Senior Digital Producer |
Amanda Theobald | Colenso BBDO | Senior Digital Producer |
Elle Kiddie | Colenso BBDO | Digital Producer |
Dean Pomfrett | Colenso BBDO | Digital Design Director |
Hamish Steptoe | Colenso BBDO | Senior Designer |
Josh Hart-Vrijkotte | Colenso BBDO | Designer |
Jodie Heron | Colenso BBDO | Digital Designer |
Casey Chan | Colenso BBDO | Digital Designer |
Nic Seagrave | Colenso BBDO | Digital Experience Designer |
Logan Maire | Colenso BBDO | Lead Creative Technologist |
Anna Markova | Colenso BBDO | Technical Lead |
Ryan Potter | Colenso BBDO | Senior Developer |
Kyle Wetton | Colenso BBDO | Full Stack Engineer |
Daniel Mackay | Levo | Lead Backend Developer |
Clive Haskins | Levo | Head of Solution Architecture |
Bahvesh Borad | Levo | Senior Backend Developer |
Mahdi Shahbazi | Levo | Lead Backend Developer |
Michelle Wade | Colenso BBDO | Delivery Director - Experiential |
Maddy McLean | Colenso BBDO | Delivery Director - Experiential & Staff |
Charlotte Upton | Colenso BBDO | Copywriter |
Callum McDonald | Colenso BBDO | Copywriter |
Jane Cathcart | Colenso BBDO | Programme Director |
Isabelle Hooper | Colenso BBDO | Digital Experience Designer |
Kees Bakker | Colenso BBDO | Experience Designer |
Adrian van Nierop | Colenso BBDO | Lead Product Engineer |
Andrew Kerr | Colenso BBDO | Software Engineer |
Ashlee Harris | Colenso BBDO | TV Producer |
Compassion fatigue leads to 1 in 6 shelter workers contemplating suicide. They have the highest suicide rate of American workers, alongside Police and Firefighters. MyHooman is a pet adoption platform, designed with shelters, to combat compassion fatigue and ensure better quality adoptions for animals. Every aspect of the platform is designed for efficiency and empathy. Friendly uplifting UI, technology that helps streamline shelter administration, an algorithm that efficiently filters and matches potential adopters, and data & personalisation used to boost shelter workers on the tough days, are just some of the features that help MyHooman live up to that promise.
We used an empathetic human-centred-design process, forming a shelter co-creation panel, supported by global insights supplied by Mars and trusted secondary sources. Through months of research and analysis, we were able to form a complete end-to-end understanding of the dog adoption process from the shelters and adopters perspective. We found that the emotional toll of being a shelter worker manifests as compassion fatigue, often leading to burn out. In fact, animal rescue workers have a suicide rate of 5.3 in 1 million workers — the highest suicide rate among American workers, and a rate shared only by firefighters and police offices, according to a recent study by the American Journal of Preventive Medicine. So to revolutionise the shelter adoption process, we put fun and compassion at the heart of a data-driven digital experience, and MyHooman’s ease of use, empathetic design, and the streamlined adoption process helps combat compassion-fatigue among shelter workers. Shelter managers can further give their dogs the best chance for adoption by instantly sharing their profiles across social media. Our human-centred-design process meant we took a bespoke technical process and transformed it into a friendly, easy-to-use digital platform. Taking inspiration from the innocence of dogs we dubbed our design-system ‘Cuddly Tech’. We knew that no matter how good our system was at finding dogs their forever homes, not every story ended happily. On those bad days, for shelters, being reminded of their successes is what helps. So once again, we used all that good data – this time in the form of heart-warming reminders of their past adoptions; a tally of total adoptions; and daily personalised welcomes like “Stay pawssionate, Sandra!” and “Sandra, you’ve got snoots to boop!”. It seems small, but on tough days, just one smile keeps them going.