Working for the agency Space 48 I lead a project aimed to create a seamless and engaging e-commerce experience for pet owners who value high-quality, customised nutrition for their pets. Our objectives were two-fold: first, to optimie the homepage, product listing page (PLP), product detail page (PDP), and checkout process; second, to design and implement a self-serve "Build-a-Box" subscription service, allowing pet owners to guarantee a consistent supply of food and pet essentials.
Client: Pets and friends
For this part of project the key points I needed to consider were:
1. What on the current site is working/no working?
2. What data do we currently have and what does it tell us?
3. Who is our key customer?
4. What are the most popular types of transactions?
5. What areas can be improved to fit inline with best practises?
6. What adjustments can be done as quick wins vs nice-to-haves.
I began by conducting a thorough competitive analysis of the pet food e-commerce market, examining both industry leaders and niche players. I focused on identifying best practices, differentiating factors, and areas where I could innovate to provide a unique user experience.
Using insights from my research, I crafted a responsive and intuitive design for the homepage, PLP, PDP, and checkout process, ensuring optimal usability and conversion potential. I utilised modern design principles, such as clear visual hierarchy, whitespace, and mobile-first approach, to create a user-centric experience.
Following design completion, I conducted light internal testing, utilising both heuristic evaluations and usability tests to identify areas for improvement. I iteratively refined the design based on this feedback through 2 rounds of feedback.
Once satisfied with the design, I got sign off and handed over the final, pixel-perfect mockups to the development team for implementation, along with detailed documentation outlining design decisions, interactions, and responsive behaviors.
For this part of the project the key points I needed to consider were:
1. What is everybody else doing in this space?
2. What is the bare minimum and nice-to-haves in the world of pet subscriptions?
3. What are the jobs to be done?
4. What are the goals and expectations of the end user?
5. What price points and sales models are users most likely to convert at?
6. Which pets are most popular with this kind of subscription purchase?
7. What level of detail do we need to consider when building out this platform?
8. How will it look on the website and where will it be placed?
9. What of the current components are we able to build on so we don’t need to make unnecessary ones?
10. What tone and messaging should we be using to appeal to pet owners?
I started by analysing subscription offerings from competing pet food companies to identify market trends, benchmarks, and potential areas for innovation.
Based on my research, I formulated hypotheses about key user needs and expectations, then mapped out a user flow that addressed these needs through a streamlined, intuitive subscription process. I came up with a dual offering where-by a user could both build a box based on a series of decision-tree esq questions, or through a build-your-own concept. I designed it in such a way that the same design could be used for each to streamline the process.
We sent out surveys to potential users to gather insights into their preferences, expectations, and pain points when subscribing to pet food delivery services. This helped us understand the jobs-to-be-done and informed our design choices.
Using the insights gathered from user interviews, I crafted high-fidelity mobile-first wireframes for the Build-a-Box subscription service, focusing on usability, simplicity, and flexibility. I then transformed the wireframes into clickable prototypes, enabling me to test the interactions and gather feedback from potential users. Note, I like to build desktop and mobile side-by-side so I can allow for a streamlined design. Once the wireframes were validated, I turned them into high-fidelity, visually appealing UI designs that aligned with the brand's identity and aesthetic.
I carefully considered the placement and integration of the Build-a-Box feature within the existing website, namely on the homepage and in the PDP's ensuring a seamless user experience and maximising visibility.
I crafted compelling copy and messaging that resonated with pet owners, emphasising the benefits of the subscription service, such as convenience, customisation, and cost savings.
The final UI designs, complete with detailed specifications, were handed over to the development team for implementation.
By addressing the challenges and pain points faced by pet owners, I successfully delivered a tailored e-commerce experience that catered to their unique needs. For Pets and friends I not only optimised the website's critical touchpoints but also introduced an innovative and user-friendly Build-a-Box subscription service. This new offering empowered pet owners to curate their customised supply of pet food and essentials, ensuring a continuous and personalised shopping experience.
The Pets and friends project yielded significant improvements in user engagement and conversion rates. Key performance metrics included:
In conclusion, this project showcased my ability as part of a UX design team to create a user-focused, engaging, and conversion-optimized e-commerce experience. By thoroughly researching the market, empathising with our target audience, and applying my UX/UI expertise, I successfully met the goals and expectations of both the client and the end users. This project not only contributed to the brand's success but also reaffirmed my passion for delivering impactful and innovative design solutions.
