I worked as a freelance UX Designer for Paws N Collars, a large luxury pet goods retailer based in India. I collaborated closely with the Founders to establish their omnichannel retail presence. As a pet parent, this project was very close to my heart.
1. Establish the Online Presence for a large regional offline pet store
Transitioned Paws n Collars from an offline brand to a fully functional Shopify store, developing tailored UX patterns for a pet-focused online store with the shopping experience guided by pet type, health goals, breed characteristics, unique supplement needs.
Impact
Increased the store’s online reach by 150% within the first month.
2. Ideate a One-stop pet needs shop (Research, Workshops, Service Design)
Conducted research to identify key needs within the pet care ecosystem, by facilitating design thinking workshops with the store owners, 15+ customers/pet parents and aspirational pet parents.
Impact
Identified key needs of different pet groups that shaped the online platform's expansion to include 2 new servi c es: grooming and pet hotel boarding, leading to broader service coverage for pet parents.
The Challenge
Many pet owners, especially those living outside Bengaluru, heard about the store but couldn’t visit due to the distance.
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Geographical Constraints
Busy pet parents expressed the need for an easy way to shop for their favorite products and book services without visiting the store.
High Demand for Convenience
With the rise of e-commerce, more customers preferred to shop online, especially for recurring needs like pet food, supplements, and grooming supplies.
Evolving Market Trends:
How I Helped Paws n collars Transition to an Online Store as a UX Designer
As a UX designer, I played a crucial role in transforming Paws n collars offline luxury pet café into a thriving online store. My approach focused on understanding their unique brand, their customers, and the essence of the experience they wanted to bring online.
1. Research and Strategy Development
01 Customer Research
Conducted in persons interviews with Paws n collars existing customers to understand their needs, frustrations, and expectations for an online platform.
02 Competitive Analysis
Studied other luxury pet brands and online stores to identify industry trends, strengths, and gaps.
03 Persona Creation
Developed user personas, including pet owners who value premium products, busy professionals seeking convenience, and first-time pet parents looking for guidance.
Please Check the Miro link to see Research
Ideate a One-stop pet needs shop (Research, Workshops, Service Design)
Conducted research to identify key needs within the pet care ecosystem, by facilitating design thinking workshops with the store owners, 15+ customers/pet parents and aspirational pet parents.
2. User-Centered Design Approach
Goal: To ensure every feature of the Shopify store is designed with the end user in mind.
I organized the product categories into clear and intuitive sections such as Pet Supplies, Food & Supplements, Grooming, and Pet Accessories. This made it easier for users to browse through the offerings based on their specific needs
Intuitive Navigation
Categorized products and services clearly (e.g., Dog Food, Dog Accessories, Grooming Services) with filters for product type, product, brand
Product Presentation
Designed product pages with high-quality images, detailed descriptions, and icons highlighting key features & showing product usp(e.g., organic, vet-approved).​
Please Check the Miro link to see Research
I implemented advanced search functionality with filters like price range, pet type, and product category. This made it easier for customers to quickly find specific products, such as "dog supplements" or "cat grooming tools," enhancing the overall user experience.
Product Image Compression
To improve website performance, I compressed product images without compromising on quality. This reduced page load times by about 40%, helping the store to load faster, especially on mobile devices, ensuring a smoother browsing experience and preventing user drop-offs due to slow page loads.
Clear and Engaging Product Descriptions:
I wrote concise, user-friendly UX copy for product descriptions, making sure each product had clear and informative details, like size guides, benefits, and usage instructions. For example, for the pet food supplements, I highlighted their health benefits, key ingredients, and how they could improve the well-being of pets, making it easier for customers to make informed purchase decisions.
User Reviews and Rating
I integrated a review system for products, which helped build trust with potential buyers and improved conversion rates. Pet parents could read others’ experiences with the products, which enhanced credibility and provided additional insight into product effectiveness.
Incorporated Cross-Selling Features
To increase average order value, I added related product suggestions on product pages and in the checkout process. For instance, if a customer added pet food to their cart, I suggested complementary products like bowls or treat dispensers, encouraging cross-selling and making it easier for customers to find everything they might need.
Personalized Shopping Experience:
Personalized Shopping Experience:
Using Shopify’s built-in features, I personalized the experience by showing recommended products based on user browsing behavior. For example, if a customer had previously browsed dog toys, the website would highlight dog-related products on the homepage or in email campaigns, increasing customer engagement
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Consulting
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Building Trust and Communityulting
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Educational Content: Designed a blog and FAQ section offering pet care tips, product guides
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Customer Reviews: Integrated user-generated content like reviews and photos of pets using the products.