This consumer site redesign represented a shift away from a product centric site towards driving customer customer engagement, and conversion through a community based social hub and resource center for cat owners and fans.
Project role: Experience strategy, user research, information architecture and interaction design.
Advertising Agency: Proximity Inc
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Experience Strategy: business and customer research and strategy to determine the perceptions, purchasing characteristics and digital behaviors of cat owners and fans. This included heuristics of the current legacy site, in person customer interviews, persona and user task definition derived from customer segments.
Design Thinking: design thinking: collaborative and co-creative workshops used the business, and customer research insights to ideate on and formulate the experience framework centered around community and passion for cats.
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User Flow and Wireframes: the experience framework became the foundation for modeling the user flow, information architecture and final design for social platform that fostered community and offered a robust resource center.
Post launch: Post launch showed a marked improvement in customer engagement and conversion by focusing on community and knowledge sharing.
