THE CHALLENGE

The existing mobile design makes users work hard to view photos and access pet information.

The frustrating UX makes users abandon mid journey.

HYPOTHESIS

From examining the current design, I identified areas of improvement and hypothesized that improving hierarchy & navigation, organizing the content and UI changes will result in an improved user journey.

RESEARCH

‍Ninety-six percent of those surveyed agreed that more pets would be rescued if people received more information on how to adopt a pet.
‍https://petsmartcharities.org/press-releases/petsmart-charities-releases-new-survey-results-showing-americans-significantly

‍This insight prompted me to think about ways to promote process transparency and drive conversions.

IDEATION & WIREFRAMES

First and foremost, navigation and content were made accessible.
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I ideated multiple layouts that I tested for usability & preference.

The question that guided my ideation & design exploration was:

What are some ways I can help users find their new furry friend faster and easier?

KEY IDEATION & DESIGN DECISIONS

🧠 Top banner with CTAs is removed

🧠 Favorites feature to save pet profiles

🧠 Pet image carousel for quicker view

🧠 Key steps of adoption highlighted on pet profile

HOW DO THESE ADDRESS THE USER PROBLEM?

The existing design has prominent "Donate" and "Adopt" CTAs at every step of the user flow which causes a circular loop if the user clicks on them and they are already midway through their journey. The revised flow is adapted so that the user gets to their end goal: taking a pet home. The favorites feature allows users to save pet profiles quickly to refer to them at a later time once they are ready to make a selection. Content is organized in an optimal way to make decision making easier for the user.

Usability takeaways

Users loved the favorites feature.

Users wanted the search filters out of view.

Users wanted to see “Previously seen” pets at the bottom of search results.

Final design

UI
I worked with the existing design system to keep the new design consistent with brand guidelines. The final design exhibits a modern, clean look that embraces negative space and keeps content neatly organized for an optimal viewing experience and to support easy user decision making.

FINAL UX
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✅ CTAs were kept on main page only if they supported the user journey to conversion
✅ Search results page layout was formatted as a single column grid
✅ Adoption process is made clear to drive conversion

NEXT PROJECT

PETSMART