Harley’s Raw Organic Pet Food
Organic Dog Food E-Commerce Website
Project Vision: Harley’s Raw website offers viewers a place to learn about the brand & order organic pet food that is open & honest about the ingredients in the dog meal formulas available.
Challenges
Match back to the Mobile App crated in the earlier project. Keep brand consistent and clean.
Working adults on-the-go have tight schedules & limited time to prep meals for their dogs.
Most dog food brands use buzzy & misleading words that customers do not understand or fully describe what ingredients are in the dog food.
Pet owners would like to have a way to receive meals on-time, at-home, on a recurring schedule to avoid forgetting to purchase.
The Full Design Process
Kickoff
In this project, I took a goal-directed design approach: To design a website to match back to an app to preview ingredients for an organic dog food brand. As this was a certification class project, quantitive research methods were the primary method of research, contacted with class piers & personal contacts. Quantitive research consisted of competitive audits, stakeholder interviews, & persona hypothesis construction.
Some questions I asked myself to start off this project…
“What are pet owners not receiving from their current dog food brands?”
“What are the typical needs of a pet owner when looking for dog food meals?”
“What are the competitors doing well?”
“What do vets think about dog food brands and what dogs need?”
Meet the Users
Problem Statement: Cristina is a dedicated health professional who is looking for a nutritious organic meal to feed her dog because she does not feel satisfied with current pet store offerings.
Problem Statement: Joey is a busy accountant who needs customized meal offerings for his dog that is prone to obesity and other health issues.
Competitive Audit
I looked into several potential competing dog food brands that offer either organic dog food or a way to customize a dog’s meal kit in a convenient way for the owner. The key brands I focused my research on was: The Farmer’s Dog (direct), Ollie (direct), Sundays (direct), & Chewy (indirect).
The majority of the features of each brand were somewhat similar, however I noticed small gaps in each offering & found key areas for opportunity:
Open & honest description of all ingredients
Dog questionnaire to customize the meal for each dog
Meal variety options
Subscription accessibility & flexibility
Creating the Website Flow
Wireframes
First - Responsive web design wireframes between a desktop screen and an iPhone screen.
This first low-fidelity prototype was tested in early stage usability tests with five different participants locally involved in nearby pet-stores in Brooklyn, NY. Four main pain points emerged:
Scale was completely off for a desktop screen. For example, the bottom footer took up the whole screen.
Too many navigation pages. Users were not exactly sure where to go.
Refined with another quick usability test with classmates, Low-Fidelity Prototype #2 solved the user navigation issues but scale was still off and too large for a desktop use.
MOCK-UP
Creating the brand identity using a customized logo, typography, color palette, icons, button & interaction designs.