Petsafe
Designing a modern E-commerce experience that aligned with the growth, vision and new brand expression of Petsafe.
overview
challenge
PetSafe has been a respected pet products company for 25 years; but...The website didn't reflect the authenticity, values and persona of the company. Additionally, it failed to drive direct to consumer sales and lacked meaningful content for pet parents. While the company was getting strong sales from second-hand vendors like Amazon, they were struggling to sell D2C and needed a web experience that simplified the purchase process and drove sales directly on their primary domain.
approach
Rethink the digital experience in order to drive sales directly and provide meaningful content that is rooted in the values of the brand. While D2C sales was key we set out to improve the overall site experience in all areas. We wanted to drive better educational moments, simplify browsing and make it a breeze to understand products.
Success Metrics
+16% Conversion Rate +12% Average Order Value +30% Revenue Per Visitor +7.6% Revenue
Research
findings
What We Observed
It’s hard to identify the best product for me
The site did not provide adequate instructional cues to help users discover products easily or identify which one is right for them.
We're lacking PetSafe personality & brand loyalty
Branding lacked a consistent theme and storyline, and the website's content and imagery did not effectively engage with users.
Too much & too little content
Pages were be overly dense with information, making it difficult for users to navigate OR modules felt vague and lacked important supporting content.
Limited e-commerce best practices
The site missed critical e-commerce benchmarks, including sticky navigation with persistent CTAs, a streamlined checkout, and a clear buyer journey that effectively cross-sells with product details like highlights or tutorials.
ideation and exploration
Ultimately the experience needed to make it easier for shoppers to understand the differences between products and to purchase those products with ease.
Design Approach
With our guiding principles and strategy aligned, we began the design phase
We honed in on easy navigation, product education, and a tailored e-commerce funnel while staying true to Petsafe’s brand identity. We promoted open communication with the client, favoring working sessions over formal presentations and encouraged shared Figma ownership.
