Howlin' good
Ideal Pet Products is a family company that makes great pet doors. (I have two in my house.)
It was time for a website redesign.
E-commerce website design + copywriting
This project was a pleasure from start to finish. I mean, come on. I got to lead an amazing team at Counterintuity and work with great people at Ideal Pet Products. Even better (sorry, everybody), I got to frolic in the playful world of pets and their people.
Pain points
Before getting started, I sat down with each member of the Ideal Pet Products customer service team to talk about their experience with the old online store. I learned all about the way people shop for pet doors online and the pain points that were dogging website users.
My notes from those sessions were the basis for a list of solutions that would make the new site a better experience for everyone, resulting in better conversion, higher AOV, and fewer customer service complaints.
UI/UX design
With full notebook, I got to work. UI/UX design involves a million considerations. What devices do visitors use? How easily can they find what they’re looking for? Especially in this case, how comfortable are they using the internet?
After talking with the customer service team and gleaning behavioral and demographic nuggets from Google Analytics, we knew we had to consider "digitally hesitant" users. The resulting responsive e-commerce site had to be clean and accessible, with exceptionally simple navigation to make finding and purchasing products straightforward.
R.O.V.E.R.
I learned from the customer service team that finding the right replacement parts on the old site was challenging (read: impossible), resulting in a lot of abandoned carts, returned merchandise, and frustrated customers. The answer was the “Parts Finder” tool, a simple, step-by-step interface, brought to life by the robot dog R.O.V.E.R., who would "fetch" parts for you. My counterpart at Ideal Pet Products and I developed the logic. Then, Counterintuity's crack development team skillfully turned it into a simple, straightforward experience.
Pawsitive Outcomes
Post-launch, the redesigned site demonstrated a measurable increase in user engagement and conversion. Additionally, it effectively reduced the volume of customer service inquiries, the hallmark of a more intuitive and user-friendly interface. It was, by all accounts, a purr-fect web design.
Credits
Website by: Counterintuity
Website design: Jeff Hendrych and Jin Lee
Illustrations and photographs: Jeff Hendrych
Copywriting: Jeff Hendrych
Programming and website development: Counterintuity