The challenge
Rover had successfully launched a grooming pilot in four cities, but to expand nationally, we needed to reimagine how pet owners connected with groomers. Our research identified three critical issues:
Manual Operational Bottleneck: The pilot relied heavily on operations staff for scheduling and management, an approach that wouldn't scale.
Inflexible Booking Model: The existing "instant book" system didn't reflect the natural flexibility both pet owners and groomers desired in scheduling appointments.
Limited Groomer Selection: Pet owners wanted to choose their groomer personally, but the pilot only allowed them to select a time slot, with groomer assignment coming later.
By integrating grooming into Rover's core service architecture, we could address many of these challenges. However, grooming's unique requirements demanded thoughtful adaptations to our existing service model.
Phase 1: Empowering Groomer Selection
Our research showed that most markets only require about four groomers for complete coverage—a perfect number to provide meaningful choice without overwhelming users. This insight led us to develop a streamlined selection experience.
Compact Provider Card
I designed a new compact provider card specifically for groomers, highlighting only essential information. Traditional sitter cards used elsewhere on Rover proved too complex for this placement.
During initial user testing, participants appreciated the essential stats but expressed a desire to evaluate groomers more thoroughly before booking. Trust was paramount for users, given that these professionals would be entering their homes and handling their pets.
Compact view
Profile preview
Developing the Profile Preview
Based on our user testing feedback, we created an in-depth profile preview that showcases:
Verified reviews from other pet owners
Detailed service offerings and specialties
The groomer's personal "About" section
This preview helped owners begin forming a connection with potential groomers before making their selection.
Phase 2: Building Relationship-Based Bookings
Our second phase moved away from the rigid instant-booking model toward a more conversational, request-and-accept approach. This change gave both parties greater flexibility with scheduling and pricing.
Enabling Pre-Booking Communication
The new system allows owners to request a groomer at their preferred time, while groomers can review booking details and chat with owners before confirming.
This communication channel enables groomers to ask important questions about the pet's coat condition and the owner's specific needs.
Designed all states and variations needed for the states of a booking conversation for both iOS and Android
Simplifying Scheduling Changes
Since many grooming appointments are booked well in advance, schedule changes are inevitable. Previously, these changes required contacting customer support, creating a manual workload for the team. By plugging in to the existing framework for other Rover services we were able to create a familiar interface for Groomers. Our solution empowers groomers to adjust booking dates and times even after confirmation and payment.
This self-service approach is projected to reduce customer support rescheduling tickets from approximately 1,000 per month to fewer than 100—a dramatic operational improvement that enhances both user experience and business efficiency.
