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The challenge

Currently, mainly retail companies offer services for pet supplies on their platforms. The enormous assortment selection for everyday needs and the browsing system complicate and slow down the ordering process for the user.

The solution

pet food delivery allows users to place their online orders in short and efficient steps and saves time. Besides that, it helps the user to buy previous orders with only one click.


Based on interviews and a competitive audit I conducted, I created empathy maps to understand users' feelings and thoughts. I discovered that many participants prefer delivery services because they would rather spend time with their pets than drive from one store to another.


Users are overwhelmed by the selection of pet supplies which are mostly offered online through retail companies.


They want a simple user flow without complicated navigation and effort. It overwhelms the user that delivery services are too long and not immediate.


Fresh and healthy food for nutritionally sensitive pets is often limited or not offered at all on websites.


To re-order products, all items must be selected and added to the shopping cart again, which affects the user experience.


Buying products on different website platforms is time-consuming and increases delivery costs enormously.


Large assortment selection prevents fast shopping and user flow. Navigating and browsing prolong the checkout process.

To create a basic path that the user might follow, I used all screens on the primary user flow to adding items on one page to the checkout process.


In the interview, I asked pet owners questions such as: What is your pet's name and why did you name it that way, where and how often do you order your pet food or are you satisfied with the products and why? Based on these observations and notes, the interviews were analyzed and evaluated.


The switch to digital wireframes made it easy to understand how the design would eliminate user issues and improve the user experience. Placing visual elements on the home screen was an important part of my work.



Conduct follow-up usability testing of the new website for all devices.


Identify additional areas that were evaluated after usability testing.


Plan a new testing phase based on usability study.



Here, I used headings with different sized text for a clear visual hierarchy.

I avoided color combinations that are difficult to distinguish from each other. In addition to the colors, I added icons to the designs to make the page clearer for many users.


Based on the insights from the unmoderated usability study, I made changes to improve the website's checkout experience. I added the option to edit the quantity of the item in the shopping cart via the arrow option. The user can now adjust their cart without going through a complicated process to add or delete single items from quantity of 0-10.

To make the flow even easier for users who want to reorder more often, I added the "reorder” box that allowed users a convenient checkout experience.


I created paper wireframes for desktop and small screens considering the navigation, browsing, and overall user flow. For the mobile device, I selected the menu bar on the top right to create a tidy environment.


Participants, length, location | 15 Participants, 20 minutes, Switzerland


Users had difficulties to find products by name.


User could not reorder items, as if the order was never placed.


On the checkout screen, users were not able to edit the quantity of items in the shopping cart.


The impact & what I learned

Target users found the design intuitive to navigate, the images were more appealing, and there was a clear visual hierarchy. In addition, users are motivated to use pet food delivery to order the recommended pet products easily and quickly in short time.

I learned that even small changes can have an impact on the user experience. It is vital to center the focus on user needs when developing design ideas and solutions. With the help of usability studies, this can be achieved.


Ashley's "Journey Map" refers to her experience using the site to identify opportunities and pain points and for improvement.


July 2022

4 weeks


UX Designer, creating a responsive website and the digital experience.

  • UX research

  • Information Architecture

  • Paper & digital wireframes

  • Brand design

  • Lo-fi & Hi-fi prototyping

  • Mock ups

  • Usability studies

  • Accounting for accessibility

  • Iteration on designs & responsive design


Mathilda is a student who needs a simple ordering process to re-order items since she does not have much time to search for the same products each time to add them to the cart again.

"As a busy scrub nurse, I want to be able to shop online so that after the exhausting work I can spend more time enjoying quality time with my dog."


The difficulty of finding their way around the website was a major problem for many users. The goal was to make strategic information architecture decisions to improve overall navigation. The structure I chose was to make the index readable and easy to find. For this reason, pages were reduced.

Pet food delivery service from everywhere to door

For the delivery service, a meaningful home page will be created that leads the user directly to the online store. With the help of a simple and user-oriented navigation and a few clicks, the user should quickly complete the checkout process.

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