Star Petcare
Providing an Engaging Purchase Experience to pet owners, standardized for multiple D2C Pet food brands
Domain
D2C E-Commerce
Sub-Domain
Pet Food Products
User Group
Pet Owners / Pets
Project Scope
Design Research, Interaction Design, Visual Design, Design Audit
Introduction
About the Client
STAR Inc . (name changed for representational purpose) is a leading multinational Fortune 500 brand with a varied range of products including chocolates, confectionary & pet food
STAR Petcare (name changed for representational purpose) is a prominent subdivision of STAR Inc., focussing on high quality, science-backed pet food and nutritional products for 50+ brands under the petcare domain.
Note: Image is AI-Generated, added for reference to explain context
Note: Image is AI-Generated, added for reference to explain context
About the Project
Focusing on the e-commerce domain, the client requirement was to design, develop and enhance the websites of the following 5 brands under the scope of STAR Petcare (names changed for representational purpose) :
• Paws & Tails (U.K. & Germany)
• My Perfect Pet (Germany)
• catlitter.com (U.K.)
• Peditree (France)
• Furry (U.K.)
Responsibilities
Sushrut's roles & responsibilities and activities carried out for STAR Petcare project :
• Requirement Gathering (Gathering client requirements, suggesting design approach, etc.)
• Design Research (Heuristic Evaluation, Design Observations, Competitor Analysis, User Personas, Customer Journey Mapping, etc.)
• UX Design (User task flows, Brainstorming, Ideation, Wireframing, etc.)
• UI Design (Visual Design, Prototyping, Responsive Design, etc.)
• Design Leadership & Management (leading a team of 6 designers)
• Direct Client & Stakeholder interaction
• Design System & Standardization
• Design Audit
• Design Support
Problem Statement
To design a holistic pet food buying experience for pet owners by catering to their pet’s needs and wants and to create a consistent, standardized design language across all the 5 D2C E-commerce brands under scope of STAR Petcare, by enhancing the experiential and visual value of the platforms.
Design Process
Design Research
Heuristic Evaluation
Heuristic Evaluation based on the standard 10 Usability Heuristics prescribed was done in order to point out the exact concerns in the existing platforms of all 5 brands under scope
Competitor Analysis
A Competitor Analysis was done based on the list of competitors provided by client and a documented was prepared Observations, Summary, Proposed Way Forward and overall recommendations.
User Personas
Based on the common trends observed in the user demographics, two pet owner personas were created for evaluating the platform
Customer Journey Mapping
The exact customer journey of the two user personas was mapped for understanding the needs and frustrations of the user.
UX Design
User Flows
Information Architecture
Brainstorming
Wireframing
Design Iterations & Options
UI Design
Design Template creation
Low-fidelity & High-fidelity prototyping
Design System & Standardization
Standardized
Design Audit
Design Audit + Documentation
Accessibility check
Design Solution
The design solution focussed on creating a standardized design template for all 5brands, with interesting features like recipe finder quiz, customized trial boxes & subscription plans to achieve an engaging buying experience for pet owners, ultimately leading to customer satisfaction as well as client contentment.
Consistent Design Language
The design solution is focussed on achieving a consistent design language across all the D2C E-commerce brands under scope, by enhancing the visual and experiential value of the pet food platforms without compromising on their individual identities.
Engaging Experience
The ultimate goal was to create and appealing and user-friendly environment for the customers (pet owners). In order to make the website engaging, the addition of interesting features like pet quiz, recipe recommendations, subscription plans, etc. were proposed in order to make the platform personalized for pets and pet owners.
Responsive Design
The design is responsive as it caters to various screens sizes - Desktop , Mobile, Tablet
Design Standardization
Design Standardization was achieved by creating common design templates for sections like navigation menu, PDP structure, hero banner, etc. without compromising on the unique design language of each brand.
Design Prototype
