My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)
PetSafe • Senior Product Designer •
2023
PetSafe built a trusted 25-year reputation, but its e-commerce site struggled to convert direct-to-consumer sales due to a clunky shopping flow and a lack of guided product education. To spark a true B2C evolution on a demanding timeline, we modernized the platform with a mobile-first, effortless checkout funnel and a streamlined CMS. The final experience eliminates shopping friction and drives measurable growth in SEO, technical performance, and direct revenue.
+16%
Conversion rate
+12%
Average order value
+30%
Revenue per visitor
+7.6%
Revenue
The Challenge
How to revitalize an e-commerce experience to boost direct-to-consumer sales.
To spark a true B2C evolution, we redesigned PetSafe’s website to finally match its 25-year reputation. While the brand thrived on Amazon, its own site struggled to convert due to thin content and a clunky shopping flow. We bridged this gap by blending high-performance SEO with an effortless e-commerce funnel, simplifying the path to purchase while staying true to the authentic identity pet parents trust.
The Approach
A mobile-first strategy fueled by stakeholder collaboration and customer-centric insights.
We started with an intensive discovery phase, using expert interviews and a two-day stakeholder workshop to uncover site bottlenecks and growth opportunities. By auditing the competition and mapping out new buyer journeys and personas, we built a human-centered roadmap designed to make the brand stand out and simplify the e-commerce experience.
Our Findings
Finding the right product felt like guesswork.
The site didn't give people the guidance they needed to figure out which product actually fit their needs. Without clear instructional cues or helpful filters, users were often left feeling overwhelmed and unsure of what to buy.
The brand personality was missing.
The website felt dated and disconnected from the PetSafe brand people know and love. Because the imagery and storytelling were inconsistent, it was hard for users to really connect with the company or feel that sense of brand loyalty.
The content balance was off.
Some pages were buried under walls of text that were impossible to navigate, while others were so vague that they didn't actually answer the user's questions.
The shopping experience felt clunky.
We were missing the standard features that make online shopping easy. From the lack of a smooth checkout flow to the absence of "sticky" navigation and helpful cross-sells, the site didn't follow the modern e-commerce playbook that customers expect today.
The Result
Strategy in motion.
With our strategy defined, we moved into a design phase focused on effortless navigation, better product education, and a personalized shopping funnel that stayed true to PetSafe’s roots. We traded stiff presentations for live working sessions and shared Figma access, allowing the client to collaborate in real time and ensuring the process felt like a true partnership.
My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)
My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)
PetSafe • Senior Product Designer •
2023
PetSafe built a trusted 25-year reputation, but its e-commerce site struggled to convert direct-to-consumer sales due to a clunky shopping flow and a lack of guided product education. To spark a true B2C evolution on a demanding timeline, we modernized the platform with a mobile-first, effortless checkout funnel and a streamlined CMS. The final experience eliminates shopping friction and drives measurable growth in SEO, technical performance, and direct revenue.
My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)
+16%
Conversion rate
+12%
Average order value
+30%
Revenue per visitor
+7.6%
Revenue
The Challenge
How to revitalize an e-commerce experience to boost direct-to-consumer sales.
To spark a true B2C evolution, we redesigned PetSafe’s website to finally match its 25-year reputation. While the brand thrived on Amazon, its own site struggled to convert due to thin content and a clunky shopping flow. We bridged this gap by blending high-performance SEO with an effortless e-commerce funnel, simplifying the path to purchase while staying true to the authentic identity pet parents trust.
The Approach
A mobile-first strategy fueled by stakeholder collaboration and customer-centric insights.
We started with an intensive discovery phase, using expert interviews and a two-day stakeholder workshop to uncover site bottlenecks and growth opportunities. By auditing the competition and mapping out new buyer journeys and personas, we built a human-centered roadmap designed to make the brand stand out and simplify the e-commerce experience.
Our Findings
Finding the right product felt like guesswork.
The site didn't give people the guidance they needed to figure out which product actually fit their needs. Without clear instructional cues or helpful filters, users were often left feeling overwhelmed and unsure of what to buy.
The brand personality was missing.
The website felt dated and disconnected from the PetSafe brand people know and love. Because the imagery and storytelling were inconsistent, it was hard for users to really connect with the company or feel that sense of brand loyalty.
The content balance was off.
Some pages were buried under walls of text that were impossible to navigate, while others were so vague that they didn't actually answer the user's questions.
The shopping experience felt clunky.
We were missing the standard features that make online shopping easy. From the lack of a smooth checkout flow to the absence of "sticky" navigation and helpful cross-sells, the site didn't follow the modern e-commerce playbook that customers expect today.
The Result
Strategy in motion.
With our strategy defined, we moved into a design phase focused on effortless navigation, better product education, and a personalized shopping funnel that stayed true to PetSafe’s roots. We traded stiff presentations for live working sessions and shared Figma access, allowing the client to collaborate in real time and ensuring the process felt like a true partnership.
My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)
My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)
PetSafe • Senior Product Designer •
2023
PetSafe built a trusted 25-year reputation, but its e-commerce site struggled to convert direct-to-consumer sales due to a clunky shopping flow and a lack of guided product education. To spark a true B2C evolution on a demanding timeline, we modernized the platform with a mobile-first, effortless checkout funnel and a streamlined CMS. The final experience eliminates shopping friction and drives measurable growth in SEO, technical performance, and direct revenue.
My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)
+16%
Conversion rate
+12%
Average order value
+30%
Revenue per visitor
+7.6%
Revenue
The Challenge
How to revitalize an e-commerce experience to boost direct-to-consumer sales.
To spark a true B2C evolution, we redesigned PetSafe’s website to finally match its 25-year reputation. While the brand thrived on Amazon, its own site struggled to convert due to thin content and a clunky shopping flow. We bridged this gap by blending high-performance SEO with an effortless e-commerce funnel, simplifying the path to purchase while staying true to the authentic identity pet parents trust.
The Approach
A mobile-first strategy fueled by stakeholder collaboration and customer-centric insights.
We started with an intensive discovery phase, using expert interviews and a two-day stakeholder workshop to uncover site bottlenecks and growth opportunities. By auditing the competition and mapping out new buyer journeys and personas, we built a human-centered roadmap designed to make the brand stand out and simplify the e-commerce experience.
Our Findings
Finding the right product felt like guesswork.
The site didn't give people the guidance they needed to figure out which product actually fit their needs. Without clear instructional cues or helpful filters, users were often left feeling overwhelmed and unsure of what to buy.
The brand personality was missing.
The website felt dated and disconnected from the PetSafe brand people know and love. Because the imagery and storytelling were inconsistent, it was hard for users to really connect with the company or feel that sense of brand loyalty.
The content balance was off.
Some pages were buried under walls of text that were impossible to navigate, while others were so vague that they didn't actually answer the user's questions.
The shopping experience felt clunky.
We were missing the standard features that make online shopping easy. From the lack of a smooth checkout flow to the absence of "sticky" navigation and helpful cross-sells, the site didn't follow the modern e-commerce playbook that customers expect today.
The Result
Strategy in motion.
With our strategy defined, we moved into a design phase focused on effortless navigation, better product education, and a personalized shopping funnel that stayed true to PetSafe’s roots. We traded stiff presentations for live working sessions and shared Figma access, allowing the client to collaborate in real time and ensuring the process felt like a true partnership.
My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)
My Role
My Focus: Product Design, Visual Direction, Strategy, & Testing
The Creative Team
Credit: Logan Bishop (Lead)