Pawfect Bites
Pawfect Bites
Pawfect Bites
An e-commerce responsive website for allergy-friendly dog treats
An e-commerce responsive website for allergy-friendly dog treats
An e-commerce responsive website for allergy-friendly dog treats
At Pawfect Bites, dog treats are more than snacks, they’re a way to show love and care. I designed this experience to make it easy and joyful for pet parents to find safe, allergy-friendly options, with clarity and trust built into every interaction.
At Pawfect Bites, dog treats are more than snacks, they’re a way to show love and care. I designed this experience to make it easy and joyful for pet parents to find safe, allergy-friendly options, with clarity and trust built into every interaction.
Industry :
E-commerce
Timeline :
6 weeks
Role :
Product Designer
UX Researcher
UI Designer
Information Architect
Visual & Branding
Tools :
Figma
FigJam
Adobe Illustrator
Adobe Photoshop
CHALLENGE
Many pet owners struggle to find treats that won’t harm their pets with food sensitivities and
most online stores carry too many brands, making it hard for many to compare ingredients or trust quality.
CHALLENGE
Many pet owners struggle to find treats that won’t harm their pets with food sensitivities and
most online stores carry too many brands, making it hard for many to compare ingredients or trust quality.
"How might we transform decision fatique into decision confidence?"
"How might we make transparency feel effortless rather than overwhelming?"
"How might we build trust without drowning people in information?"
"How might we deliver expert-level guidance in a time efficient way?"
GOAL
Create an efficient shopping experience that helps busy pet parents quickly find high-quality,
allergy-friendly treats without the need for extensive research.
GOAL
Create an efficient shopping experience that helps busy pet parents quickly find high-quality,
allergy-friendly treats without the need for extensive research.
RESEARCH
I gathered insights through user interviews and planned surveys to understand pet owner's challenges,
preferences and behaviors when choosing allergy-friendly treats.
RESEARCH
I gathered insights through user interviews and planned surveys to understand pet owner's challenges,
preferences and behaviors when choosing allergy-friendly treats.
Interviews and surveys revealed that trust, ingredient clarity and simplicity drive decision-making
for allergy-conscious dog owners.
COMPETITIVE AUDIT
To better understand user needs and identify opportunities for differentiation,
I conducted a SWOT analysis of competitor platforms and allergy-friendly pet treat brands.
COMPETITIVE AUDIT
To better understand user needs and identify opportunities for differentiation,
I conducted a SWOT analysis of competitor platforms and allergy-friendly pet treat brands.
MARKET GAPS IDENTIFIED
• Most competitors lack detailed allergen breakdowns on product pages
• Filtering by specific sensitivities is rarely supported
• Customization options are limited, often restricted to
fixed subscription bundles
MARKET GAPS IDENTIFIED
• Most competitors lack detailed allergen breakdowns on product pages
• Filtering by specific sensitivities is rarely supported
• Customization options are limited, often restricted to
fixed subscription bundles
MARKET GAPS IDENTIFIED
• Most competitors lack detailed allergen breakdowns on product pages
• Filtering by specific sensitivities is rarely supported
• Customization options are limited, often restricted to
fixed subscription bundles
USER PERSONAS
USER PERSONAS
USERS' FRUSTRATION HIGHLIGHTS
USERS' FRUSTRATION HIGHLIGHTS
• Overwhelmed by too many options and unfamiliar terms.
• Time-consuming to research and compare safe treats.
• Allergy-friendly treats are often too expensive.
• Lack of trust due to hidden allergens and unclear labelling.
• Overwhelmed by too many options
and unfamiliar terms.
• Time-consuming to research and compare
safe treats.
• Allergy-friendly treats are often too expensive.
• Lack of trust due to hidden allergens and unclear labelling.
USER FLOWS
Creating user flows for each persona helps map out their journey, ensuring their needs are met
while providing a clear path to achieve their goals.
USER FLOWS
Creating user flows for each persona helps map out their journey, ensuring their needs are met
while providing a clear path to achieve their goals.
KEY OPPORTUNITIES
Research findings and user flow analysis uncovered
several key design opportunities :
• Personalized treat recommendations
• Clear ingredient breakdowns
• Allergen filters to simplify browsing
• Affordable bundles to balance quality & cost
KEY OPPORTUNITIES
Research findings and user flow analysis uncovered
several key design opportunities :
• Personalized treat recommendations
• Clear ingredient breakdowns
• Allergen filters to simplify browsing
• Affordable bundles to balance quality & cost
KEY OPPORTUNITIES
Research findings and user flow analysis uncovered
several key design opportunities :
• Personalized treat recommendations
• Clear ingredient breakdowns
• Allergen filters to simplify browsing
• Affordable bundles to balance quality & cost
VISUAL IDENTITY
The color palette was designed to evoke trust, calm, and clarity. Muted tones of deep midnight and warm oat establish a clean
and dependable foundation, while a soft dusty rose adds a gentle touch of personality.
VISUAL IDENTITY
The color palette was designed to evoke trust, calm, and clarity. Muted tones of deep midnight and warm oat establish a clean and dependable foundation, while a soft dusty rose adds a gentle touch of personality.
Clean • Modern • Joyful • Informative • Intuitive
I wanted the brand to feel fun yet reliable and to highlight the brand’s pet-centric focus, the chosen logo design balances
playfulness and clarity by incorporating a custom paw symbol into the letter “A”.
I wanted the brand to feel fun yet reliable and to highlight the brand’s pet-centric focus, the chosen logo design balances playfulness and clarity by incorporating a custom paw symbol into the letter “A”.
VISUAL CONSISTENCY
I developed a design system to ensure consistency across high-fidelity designs and performed contrast checks to maintain accessibility.
VISUAL CONSISTENCY
I developed a design system to ensure consistency across high-fidelity designs and performed contrast checks to maintain accessibility.
USABILITY TESTING
I conducted two rounds of usability testing, to validate both the functionality and purpose of the Pawfect Bites platform.
USABILITY TESTING
I conducted two rounds of usability testing, to validate both the functionality and purpose of the Pawfect Bites platform.
USABILITY TESTING
I conducted two rounds of usability testing, to validate both the functionality and purpose of the Pawfect Bites platform.
While the first test with lo-fi prototype helped us
resolve core usability issues:
Quiz steps tracker
Improving selection usability
Clarifying add-to-cart flow
After resolving the issues in the first round, the second test with hi-fi prototype uncovered another new insight:
After resolving the issues in the first round, the second test with hi-fi prototype uncovered another new insight:
After resolving the issues in the first round, the second test with hi-fi prototype uncovered another new insight:
Making allergen filters move intuitive
DESIGN ITERATION RESULTS
WIREFRAME | PROTOTYPE
DESIGN ITERATION RESULTS
WIREFRAME | PROTOTYPE
Quiz Steps Tracker
“It would be nice to see a progress tracker at the top that tells me how many steps are left or where I am in the whole process (ex 2 out of 4 steps left).”
Quiz Steps Tracker
“It would be nice to see a progress tracker at the top that tells me how many steps are left or where I am in the whole process (ex 2 out of 4 steps left).”
Improving Selection Usability
"It seemed like it could have been easier to select Bailey's favorite recipe. I had to click on the very small selection box in the top corner. I figured it out, but this could be simpler."
Improving Selection Usability
"It seemed like it could have been easier to select Bailey's favorite recipe. I had to click on the very small selection box in the top corner. I figured it out, but this could be simpler."
Clarifying Add-to-Cart Flow
Users struggled to add recommended treats from quiz results and lacked clear feedback—revealing a need for stronger visual cues and more intuitive interactions
Clarifying Add-to-Cart Flow
Users struggled to add recommended treats from quiz results and lacked clear feedback—revealing a need for stronger visual cues and more intuitive interactions
Making Allergen Filters More Intuitive
Based on user feedback around confusion and option overload, the allergen filters were simplified into clearer categories with visual icons to reduce overwhelm and improve scanability,
Making Allergen Filters More Intuitive
Based on user feedback around confusion and option overload, the allergen filters were simplified into clearer categories with visual icons to reduce overwhelm and improve scanability,
DESIGNING THE EXPERIENCE
SOLUTION
Pawfect Bites is a responsive, desktop-first experience that clearly communicates ingredient safety, makes customization joyful
and simple, and builds trust through clean UI and a friendly brand voice.
I focused on four main features which correlated with the goals of the two user personas.
DESIGNING THE EXPERIENCE
SOLUTION
Pawfect Bites is a responsive, desktop-first experience that clearly communicates ingredient safety, makes customization joyful
and simple, and builds trust through clean UI and a friendly brand voice.
I focused on four main features which correlated with the goals of the two user personas.
DESIGNING THE EXPERIENCE
SOLUTION
Pawfect Bites is a responsive, desktop-first experience that clearly communicates ingredient safety, makes customization joyful and simple, and builds trust through clean UI and a friendly brand voice.
I focused on four main features which correlated with the goals of the two user personas.
CURATED QUICK QUIZ
A friendly quiz that feels more like chatting with a knowledgeable friend than filling out a form.
CURATED QUICK QUIZ
A friendly quiz that feels more like chatting with a knowledgeable friend than filling out a form.
CURATED QUICK QUIZ
A friendly quiz that feels more like chatting with a knowledgeable friend than filling out a form.
• Pet parents feel guided
• Reduced cognitive load
• Enhanced user confidence
• Pet parents feel guided
• Reduced cognitive load
• Enhanced user confidence
• Pet parents feel guided
• Reduced cognitive load
• Enhanced user confidence
Personalized treats recommendation
Instead of showing everything, a curated suggestions are delivered based on individual pet needs.
Personalized treats recommendation
Instead of showing everything, a curated suggestions are delivered based on individual pet needs.
• Increased relevance of product suggestions
• Stronger emotional connection
• Increased relevance of product suggestions
• Stronger emotional connection
• Increased relevance of product suggestions
• Stronger emotional connection
Clear ingredients breakdown
Key ingredients are surfaced upfront on all product detail pages with clear imagery.
Clear ingredients breakdown
Key ingredients are surfaced upfront on all product detail pages with clear imagery.
Clear ingredients breakdown
Key ingredients are surfaced upfront on all product detail pages with clear imagery.
• Builds trust and credibility
• Differentiates from competitors
• Builds trust and credibility
• Differentiates from competitors
• Builds trust and credibility
• Differentiates from competitors
Affordable bundles
Curated treat bundles offer better value without pet parents breaking the bank.
Affordable bundles
Curated treat bundles offer better value without pet parents breaking the bank.
Affordable bundles
Curated treat bundles offer better value without pet parents breaking the bank.
• Improved perceived value
• Enhanced user convenience with curated multi-product solutions
• Improved perceived value
• Enhanced user convenience with curated multi-product solutions
• Improved perceived value
• Enhanced user convenience with curated multi-product solutions
Allergen filters
Intuitive filters allow users to immediately exclude problem ingredients with one click.
Allergen filters
Intuitive filters allow users to immediately exclude problem ingredients with one click.
Allergen filters
Intuitive filters allow users to immediately exclude problem ingredients with one click.
IMPACT
IMPACT
IMPACT
• Reduced browsing friction
• Increased accessibility making platform usable for pets with special dietary needs
• Reduced browsing friction
• Increased accessibility making platform usable for pets with special dietary needs
• Reduced browsing friction
• Increased accessibility making platform usable for pets with special dietary needs
RESPONSIVE DESIGNS
After finalizing the high-fidelity prototype, I created responsive layouts for key pages using 4-, 8-, and 12-column grids,
refining each screen to align seamlessly with user goals.
RESPONSIVE DESIGNS
After finalizing the high-fidelity prototype, I created responsive layouts for key pages using 4-, 8-, and 12-column grids, refining each screen to align seamlessly with user goals.
HI-FIDELITY PROTOTYPE
KEY LEARNINGS
Designing Pawfect Bites taught me that "easy-to-use" means different things to different people. Claudia needed speed and Jake needed guidance, but both just wanted to feel confident about their choices. I learned to stop designing interfaces and start designing smart system, ones that could be quick for busy people and helpful for newcomers.
The key was finding the one solution that naturally served both needs instead of trying to build separate experiences.
KEY LEARNINGS
Designing Pawfect Bites taught me that "easy-to-use" means different things to different people. Claudia needed speed and Jake needed guidance, but both just wanted to feel confident about their choices. I learned to stop designing interfaces and start designing smart system, ones that could be quick for busy people and helpful for newcomers.
The key was finding the one solution that naturally served both needs instead of trying to build separate experiences.
WHAT I'D EXPLORE NEXT
WHAT I'D EXPLORE NEXT
Expand alternate user flows like
quick reordering.
Allow users to save favorites to support quicker
repeat purchases.
Build a community space for pet parents to share
their insights and advice.
Include a 'Create an account' step after treats recommendation page to allow users the choice to create an account instead of automating it.
