Modern Pet Owner's Living Room
The Company

The name Ours was based on the fact that we wanted to create furniture that would belong to both pets and owners. Moving away from traditional concepts where it was either designed for one or the other, we were able to create innovative pieces than weren't an eye sore, created a shared space, and promoted bonding between owners and pets. We created something that both parties could call their own.

Ours Logo

The Product Line

Side Table
The biggest complaint cat owners have is that their cats scratch up the furniture. We looked more into this behavior and found that this is how they mark their territory. Since they rely heavily upon their territory for safety and survival, we wanted to find a way they could satisfy this urge while at the same time keep the furniture looking good. The solution was a side table that would function as a scratching post in order to provide a good place for them to scratch.
Side Table Description
Bookshelf
Cats love to jump, climb, and perch. These behaviors in themselves aren't a bad. However, their jumping and climbing tend to result in things being knocked over which is both aggravating and expensive. The bookshelf is designed to provide a place to jump, climb, and perch without the danger of anything being knocked over.

The bookshelf is also designed to be modular and customizable, meaning that the owner can decide how to arrange it in order to provide both a safe storage area and a place for the cats to play.
Bookshelf Description
Couch
The couch was the big budget item in the collection. Being the central piece in most living rooms, we knew we had to get this one right. In order to get the best possible result, we looked for opportunities in the unused spaces in traditional couches. The decision was made to utilize this space to create safety zones for the animals. Since the object would seldom move, they could provide plenty of protection.

Obviously we had to solve the problem of cat hair. We looked at different ways to prevent the problem and realized that there really was no way to prevent the shedding. In order to alleviate the problem turned at a non-porous fabric from Crypton. The fabric was used to create comfortable and easy to clean cushions that both pet and owner can enjoy.
Couch Description

Ideation

During the early ideation process we decided to look for different potential business opportunities in which a new product could succeed. We didn't narrow it down until later in the research process when we had some numbers to validate our ideas.
Ideation Image
After our initial brainstorming, we decided to focus on cats because they relied more heavily on their environment for survival and this presented us with an opportunity to innovate.
Why Cats Image

Research

Behavioral Research

When it came to research, we wanted to focus not only on the human user, but their pets as well. Since we didn't know what the pets wanted out of the product, we decided to start tracking their daily routines for a see where they spent most of their time.

To achieve this, we relied on "cat cams", placed around the subjects’ necks, which would enable us to track and map their movements and see what the world from their perspective.

Cat Cam

After we collected all the data we decided to map it out using a bird's eye view of the apartment used. This enabled us to get an overview of their movement, the location in which the conducted certain activities, and the area in which they spent the most time.

Movement Map

In order for any of this to work, we had to be sure we understood which forms were preferred by felines. This would enable use to shift their behavior without creating a rift between owners and pets.

To do this, we turned to rough sketch models in order to determine which forms where preferred by them. We tested the models with different cats and observed their behavior remotely.

Movement Map
Market Research

We decided to look at the size of the target market. We wanted to know both the number of households with pets and how much consumers were spending on their pets.

Pet Households & Spending

Process

Initial Sketches
We started by sketching out many different ideas and variations based on the research we conducted.
Sketches
Sketch Models
Our next step was to conduct a couple of tests using full-scale sketch models. We used this to test different variations in size and layout and to validate our concepts as far as the behavior of cats went.
Sketch Models
Prototype
The prototype featured the same construction method as the final product would, with the ability to be flat packed to reduce the shipping cost. It also featured a similar material to what would be used in the retail version.
First Prototype

Prototype in Living Room

Collaboration with Kendall Gremillion (ID '14)

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