Dog-centric: increasing a pet e-commerce sales by 70%

1. Overview

I redesigned Dog U’s e-commerce platform, focusing on user-centric insights and personalization, leading to a 70% increase in sales.

For confidentiality, some specifics—like survey protocols, sample details, metrics and other deliverables—aren’t included in this case.

2. Background

Dog U is a Brazilian e-commerce company specializing in dog collars and accessories, with products distributed through both online and physical stores. Despite their well-loved offerings, their website wasn’t performing as it should.

The main issues I addressed were:

Product pages that didn’t showcase the care and craftsmanship behind their items.
A homepage that felt more like a generic business site than an engaging e-commerce platform.

I took full responsibility for the project, leading Dog U through a comprehensive research phase—our agency’s first. Given the tight timeline, I completed all research in just two days, laying the groundwork for the redesign.

4. Research

With only two days, I prioritized methods that would deliver actionable insights quickly:

Semi-structured interviews: I spoke with dog owners to understand their purchase considerations. Many highlighted the importance of tactile factors, like comfort and durability, when choosing accessories.
Competitor analysis: I studied how other brands engaged their audiences on social media and translated that into their e-commerce features.
Social media review: I analyzed Dog U’s Instagram content to understand what resonated with their audience.
Google Analytics deep dive: I reviewed user demographics, device usage, bounce rates, and conversion rates. The data revealed high mobile traffic but very low mobile conversions.
Desk research: to understand why users hesitated to purchase on mobile, I referenced a comScore study. It highlighted barriers like unclear product details, navigation issues, and security concerns.

3. Problem statement

The challenge

Dog U needed a website that truly reflected their brand and products. My goal was to create a welcoming, user-friendly online experience that resonated with dog lovers while solving the problem of low mobile conversion rates.

Key questions I tackled

How can I replicate the tactile experience of touching products online?
What’s stopping users from completing purchases on mobile?
How can I make the website feel more personal and engaging for dog owners?

5. Ideation

Using my research, I developed a strategy to address these key challenges:

Bridging the tactile gap: I used high-quality visuals, like zoomed-in texture shots, paired with copywriting that emphasized comfort and safety.
Adding a personal touch: I introduced a text field for users to input their dog’s name and birthday, creating opportunities for personalized marketing.
Focusing on mobile-first design: I designed a bottom navigation menu tailored for iPhone users, ensuring a seamless transition from their devices to the site.
Building trust through social proof: I integrated testimonials and Instagram content to highlight customer stories and keep the site engaging.
“Animalized” content: the tone of voice and visuals were tailored for dog lovers, making the site feel playful and inviting.

6. Design process

Here’s how the redesign took shape:

Wireframes and prototypes: I started with sketches to explore navigation improvements, then created detailed wireframes in Figma.
Key design elements:
- A mobile-first bottom menu for easy navigation.
- Product pages with zoomed-in textures and safety-focused copy.
- Engaging, dog-themed content that connected emotionally with the audience.
- Seamless integration of Instagram and testimonials for social validation.

7. Testing and iteration

To ensure the design met user needs, I conducted usability testing with dog owners:

Feedback received: users found navigation intuitive but suggested making call-to-action buttons more prominent.
Refinements: I adjusted button placement and emphasized key actions to improve the checkout flow.

8. Final solution

The redesigned website delivered a user-centric experience that directly addressed the challenges:

Mobile-first design: a seamless experience optimized for smartphone users, with a bottom navigation menu for easier access.
Tactile storytelling: high-quality visuals and copy that captured the essence of Dog U’s products.
Engaging features: personalized text fields, testimonials, and Instagram integration added depth and trust.

Visit Dog U’s e-commerce (checked five years later, in September 2023) and the Figma file.

9. Results and impact

The results exceeded expectations:

Sales: a 70% increase in sales shortly after launch.
Mobile conversions: bounce rates dropped significantly, and mobile conversions improved across the board.
Customer feedback: users praised the improved navigation, visuals, and personalized touches.

10. Reflection and learnings

Challenges

Balancing in-depth research with a tight timeline was a challenge, but prioritizing high-impact methods made it possible. Translating tactile insights into a digital experience was another rewarding challenge.

Key takeaways

A mobile-first approach is essential for e-commerce success.
Personalization and social validation build trust and drive engagement.
Lean research can still deliver impactful results when focused on the right questions.

11. Future opportunities

There’s room to build on this success:

Augmented reality: letting users virtually “try on” products for their dogs.
Dynamic personalization: offering tailored product recommendations.
Advanced analytics: tracking user behavior to continuously refine the experience.