Pets ‘n’ More
Pets 'n' More, an online platform for pet products and supplies, caters to the local community and small businesses in the city center.
The primary objective of this project was to streamline the pet product inventory by organizing it into correct categories. Additionally, we aimed to design an intuitive search interface, ensuring users can easily find specific products efficiently. The secondary goals included encouraging users to make purchases and promoting product sales while maintaining the distinctive 'small shop' brand image.
Client: Pets 'n' More
Year: 2023/ Category: eCommerce Website
Timeline: 6 Weeks
My Role
Empathise, Define, and Ideate Part 1, weeks 1-3: Market Research, User Interviews, Comparative Analysis, Competitive Analysis ,Content Inventory, Content Audit,Marketing.
.
Prototype and Test Part 2, weeks 4-6: Developing and refining one of the most promising digital concepts from Part 1. This involved creating wireframes and prototypes.
Pets 'n' More Background
Pets ‘n’ More has been the city’s neighborhood pet supply store since 2002, catering to a diverse clientele of local residents and small businesses.
The business model prioritizes customer service, affordability, and local support. Through diverse supplier relationships, they provide customers with a wide range of products at competitive prices.
Pets 'n' More Business Goals
Encourage visitors to explore the curated selections and make purchases
Offer a highly curated inventory with a focus on quality over quantity
Maintain the brand image "small shop" appeal
Design Thinking Process
Insight Part 1
User Flow Generation
conducted in-depth research on three pet supply websites to understand how they approach key processes like product discovery and checkout. This analysis aimed to uncover how these companies present their brand and streamline the shopping experience for customers.
Insight Part 2
Criteria Analysis and Development
Using 24 key criteria, I evaluated and compared the websites to identify areas for improvement. The focus was on enhancing the online shopping experience, optimizing information architecture, and designing a user-friendly platform for Pets 'n' More. This research helped gather insights on how brands promote loyalty, feature popular products, and optimize user experience across devices.
Market Research
Understanding The Users
We shifted our grouping approach to focus more on behavior, empathy, and affinity mapping by framing them as 'I' statements.
After synthesizing the pain points and users' needs & goals from all the research, we created a persona that specifically focuses on the pain points.
Defining The Problems
Shopping Preferences:
Occasional online pet supply shopping on Amazon.
Values safety, aesthetics, and curated selections.
Prefers specific searches with filters
Decision-Making Process:
Compares options based on recommendations.
Attracted to convenient return policies.
Frustrations:
Issues: categorization, limited search, delivery.
Trust concerns with smaller brands and returns.
Difficulty navigating sites and finding return info.
Product Information and Expectations:
Values descriptions, ratings, reviews, pricing.
Expects user-friendly interface, comprehensive info, and quick shipping.
What problems can be identified from the
Current Journey Map?
How Might We assist Pardis in effectively comparing product prices and customer reviews to ensure a satisfactory online shopping experience?
How Might We assist Sherry in personalising her pet products while also supporting local businesses?
What is the real problem of Pets 'n' More, an online platform?
A local small shop needs an upgraded eCommerce platform to boost online sales, improve product presentation, and preserve its unique 'small shop' identity while strengthening customer connections.
Possible Soulutions
-
Product comparison: Design filters to personalize product selection.
-
Supporting local businesses: Create a new page showcasing local news and partners.
-
Customer reviews: Enable customers to leave reviews and read feedback on products and local businesses.
What the User Think?
User testing and iteration
User testing in this phase provided valuable insights into how people would use our reimagined website on the go. Key changes include:
First page update: Display local discounts, news, and reviews on the homepage.
Checkout enhancement: Add reserve and notification options for out-of-stock items.
Outcome!
What we did and what we learned
Understand User Behavior
Encourage Website Adoption
Personalise Product Offerings
Promote Events and Support Local Shops
Engage User Feedback as a Key Component
Here’s the First outcome !
Mood Board
In designing the website, we're adopting a 'mood board' approach to ensure that visual elements like layout, typography, color schemes, and iconography integrate seamlessly with the content. The project focuses on transforming a small, local pet shop into a more engaging online destination. Our mood board draws inspiration from Adelaide, my hometown, to create a cohesive and inviting user experience, while applying skills in layout, typography, color theory, grid systems, brand expression, imagery, visual hierarchy, and Gestalt principles.
