UX Design for Freshpet
In collaboration with UX designer Joshua Ezrick, I led the redesign of Freshpet's website, addressing the outdated aesthetics and messaging that lingered since 2017. The result is a modernized platform aligned with industry standards, boasting not only a sleek visual update but also clearer communication for our consumers. The redesign aimed at a streamlined user experience, facilitating easier navigation.
The full site can be viewed here
Key project initiatives
Modernize the look and feel of the website
Improve overall messaging on Freshpet, the products, and the sub-brands
Create a more user centric experience
Drive traffic to store locator CTA
How we did it ↓
A product rendering was added as a secondary module to the homepage, to educating the consumer on fresh food. As a category, fresh food is not the norm, so showing the consumer the product in a highly visual and easily digestible way was important. As the user scrolls, the bowls contents float up, and the copy populates. Coding by Leo Cheung.
A carousel module on the homepage adds clarity to consumers, by introducing our brands in a digestible way. Each brand is represented by a tagline and image, giving users a quick look at what is offered.
A review carousel was added to the homepage. Reviews, we have found, build trust with our consumers. We also used this as a tool to address specific concerns that are common among consumers. Above the carousel is a toggle that filters for common pet-parent concerns like allergies, weight, or picky eaters.
A new PDP layout allowed for more information to sit organized within the first fold. Accordion drawers house essential information.
We highlighted our product quiz throughout the site, using this module. Understanding what’s right for your pet, we found, was a huge barrier to entry. This allows for a more personalized education on Freshpet products.
We added a ticker with retailers that carry Freshpet products. In testing we found many consumers were not aware of where to purchase our products.
