Steven Peng
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Pet-tential

E-commerce website design for shopping pet food and suppplies

Concept client:
Pet-tential
Sydney-based groomer and retailer of healthy pet food, toys, and
pet supplies. 
​

​Team:
Steven Peng

Duration:
2 weeks
Skills used:
  • Research
  • Card sorting
  • Competitive/comparative analysis
  • User flows
  • Ideating
  • Sketching
  • Wireframing​
  • Usability testing
  • Prototyping​​​

Software used:
  • Sketch
  • Invision
  • Optimal sort 

The brief

To add e-commerce to its site to appeal to a larger customer base. At the same time, Pet-tential wants to maintain its ‘small shop’ appeal and great customer service. 

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The challenge

Design the e-commerce experience to Pet-tential’s website taking into account the information architecture of the website.

The approach

Design approach

The classic double diamond approach by the Design Council was used in this project.
  • Discover - Finding out as much as possible about Pet-tential and their customers
  • Define - Focussing on the information architecture and customer experience of the online shopping
  • Develop - Designing the online shopping experience
  • Deliver - Presenting the e-commerce website
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Design Council © 2018

What will success look like?

Excellent shopping experience
  • Online sales
  • Website driving more traffic to the physical store
  • Happy pets and pet owners
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The research phase

Competitor analysis - What do others do?

Industry standard categories
Classifying by animal
  • Dog
  • Cat
  • Fish
  • Bird
  • Reptile
  • Small animal
Other​
  • About us
  • Expert advice
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Competitor Analysis

Card sorting - how to organise the information logically? 

Conducted card sorting with the top 75 selling products that will be available for purchase online
  1. Team of designers - Many different sub-categories similar to what we know at large pet stores, not what Pet-tential are after
  2. Team of designers - Three different sub-categories under each animal. More structured, understandable and consistent
  3. Open card sort with 11 users - Many different sub-categories
  4. Closed card sort of three different sub categories with 12 users - 11 users agreed that they were appropriate and understandable

​Results
With user feedback, it was clear the three sub categories of Food, Care & Treatment, and Accessories were logical and understandable. 
In addition, Pet-tential’s small shop appeal differentiates itself from the larger pet stores with many sub-categories

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1. Team of designers
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2. Team of designers
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3. Open card sort with 11 users
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4. Closed card sort with 12 users

Comparator analysis

Looked into how the check out process is done with an e-commerce website familiar to one of the personas and also other potential features that could be implemented.
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Comparator Analysis

Personas

The following personas were provided and the user flows were created from the information provided.
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The design phase

Create a shopping experience that meets the needs of all the personas

  • Dog and Cat guides with recommended products
  • Dog & Cat expert partnering with Pet-tential to write the guides and answer questions both in-store and online
  • Cross marketing with expert to be in-store on Saturdays for 2 hours
  • Subscription feature added for repeat orders

Sketches

Sketching concepts of homepage, product category page and an article page.
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Prototype - click to enlarge

​Usability testing

  • Paper prototype
  • Clickable prototype
  • 2 rounds of usability testing (Paper and clickable prototype)
  • Iterative design after each round

Information architecture

Concentrating on the online shopping experience first before considering elements of the rest of the website.
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Interactive prototype

Clickable prototype of the Pet-tential website
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Open prototype
© 2018 Steven Peng
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