Redefining the shopping and educational experiences for pet lovers all over the world.
Redefining the shopping and educational experiences for pet lovers all over the world.
Overview
Project 'Trim the Tail' was initiated by Purina, where our task was to overhaul an outdated website which had a lot of 'bulky' content, poor usability and lack of design flair despite having such high traffic and a very loyal customer base.
Role
Working with another designer we had to come up with a new digital look and feel for Purina, and one that could also support its vast library of in-house product brands. Working in designated sprints we would outline business priority of what pages/components needed to be worked on. What resulted was over a years worth of planning and designing.
Deliverables
We delivered a brand new Ecommerce website with new interactions and integrations to enhance usability and customer experience. We would start each sprint with wireframes, which allowed us to 'iron out' any issues which stakeholders saw before moving these plans into a polished design. We would regularly present our concepts to executive level at Purina.
Branding
Since the Purina colour pallet and logo is so well known, we took inspiration from it's paired back scheme and wanted to create a digital look and feel which felt more premium, easy to navigate, and less visually noisy. A lot of pet brands can be quite cluttered, and through our research and workshop sessions with the client, we decided that we would stray away from typical pet aesthetics of the time and move towards something more contemporary.
Product landing pages and display pages were huge opportunities to improve the user experience. We decided to lean into educational tags in product cards so users could easily scan product benefits, price and ratings. We also improved the filtering systems by using data to see what customers would most typically filter for when using the older product landing pages.
Product landing pages and display pages were huge opportunities to improve the user experience. We decided to lean into educational tags in product cards so users could easily scan product benefits, price and ratings. We also improved the filtering systems by using data to see what customers would most typically filter for when using the older product landing pages.
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