DOG.DATA is a service design project that challenges how people perceive, treat, and search for dogs as their companions, with the end goal of increasing the number of successful dog adoptions. Many current efforts that attempt to do this—updated shelters, emotional ad campaigns, dozens of dog-related apps—are great solutions to the wrong problems. DOG.DATA addresses the real problem: people look for dogs to suit their desires instead of dogs that will accommodate their needs. Many people look first at a dog’s breed instead of seeing if it’s a match for their family and lifestyle. This project addresses many other dog adoption difficulties like lack of awareness of stray dogs, owner surrender, and kill-rates. First, posters create awareness and guides people to visit the website that contains interactive live data. Visitors can also search for adoptable dogs, where their biographies are organized to better match them to new homes. That categorization is then used on cages within the physical space, making the shelter experience more effective. Throughout each step, transparency of data builds trust with users, contrasting from the lack of trust people have with current dog adoption services. Only by identifying the right problems can we then begin to design solutions to increase the amount of successful dog adoptions, bringing more dogs out of shelters into better-matched, loving homes.