Veterinary Formula
An e-commerce experience built around why each formula was chosen, not just what's in it.
Veterinary Formula's first branded e-commerce site needed to do something most pet-product sites skip: explain why a product's ingredients were chosen for a specific dog's size and symptoms, not just list them.
Discover
I reviewed Google Analytics data on how visitors moved between the homepage and product pages, looking for where the educational story about ingredients was getting lost.
Define
I built the UX strategy around ingredient education as the conversion driver: featured products on the homepage would lead into product pages that taught visitors why the formula fit their dog before asking for a purchase or subscription.
Design
I designed the homepage-to-product funnel, a style guide, and a component library in Sketch and Adobe XD, then handed off through InVision.
Validate
Funneling visitors toward the educational product pages, guided by the analytics data, increased impulse-purchase conversion; a subscription discount option with clear value messaging was added at the client's request once the core funnel was working.
The site launched with ingredient education built into the purchase path and a subscription option layered on top.
Open to senior product design roles
Remote, US hours — full-time or contract. Happy to walk through the decisions behind any case study here.