Client
Petmate
Year

2018

Peace of mind for pet parents

Petmate has a solid 50-year history of manufacturing a quality portfolio of recognized brand name pet products that are available almost anywhere pet supplies are sold. A strong commitment is placed on creating trend-focused, innovative and functional products that bring joy to pets and their families. They are a leading provider of pet bedding, kennels, feeding and watering products, toys, collars, and travel solutions. A strong focus is put toward eco-friendly manufacturing techniques to ensure that pets and their families have a beautiful world to play in. Their family of brands includes Petmate, Chuckit!, Aspen Pet, Doskocil, MuttNation, Jackson Galaxy and JW Pet.

Client
Petmate
Year

2018

Peace of mind for pet parents

Petmate has a solid 50-year history of manufacturing a quality portfolio of recognized brand name pet products that are available almost anywhere pet supplies are sold. A strong commitment is placed on creating trend-focused, innovative and functional products that bring joy to pets and their families. They are a leading provider of pet bedding, kennels, feeding and watering products, toys, collars, and travel solutions. A strong focus is put toward eco-friendly manufacturing techniques to ensure that pets and their families have a beautiful world to play in. Their family of brands includes Petmate, Chuckit!, Aspen Pet, Doskocil, MuttNation, Jackson Galaxy and JW Pet.

Roles
  • CX/UX Lead
  • Strategist
  • Designer
Project Responsibilities
  • Heuristic Evaluation
  • Sitemap
  • User Flows
  • Wireframes/Prototypes
  • User Testing
  • UI Design
  • Responsive Design

The Situation

Pet owners are an ever-growing segment of consumers who historically spend plenty to keep their pet family members happy and healthy. The competitive marketplace for retail stores and e-commerce pet products was shifting due to recent purchases of Pet360 and Chewy by Petsmart. Petmate identified a need to expand and improve its online shopping experience to retain its relevance and share of the market. They engaged our team to help evaluate their dated website shopping experience and design an improved site focusing on customer needs.

Research & Learn

Pet Families

Pet ownership is on the rise, and more than 72 million households have at least one pet at home. Pet pampering is a continually increasing trend as owners think of their pets in more human terms and value their role in the family unit. Products and services are also evolving to mimic items created for humans. As people become more and more interested in their own fitness and wellbeing, they are mirroring that concern for their pets by seeking better products for their pets that are eco-friendly, non-toxic, made in the USA, non-GMO, organic, and more.

Pet owner customer types

Pet owners have varying levels of love and involvement with their pets. We identified 3 out of 7 segments that closely aligned with Petmate’s values and honed in the messaging and approach to meet their needs.

Pampering Preparer

Pet is a companion or child on whom to dote; toys and treats are used to show love to pet. Shop in drug, convenience, or small stores; average price sensitivity; tend to cook for pet more often than others

Indulgent Owner

Pet is a companion or child more loved than some humans, pet foods should be equal in taste and nutrition. Shop at vet, drug, convenience or small stores. Below-average price sensitivity, like variety and pleasing their pet is very important

Expert-Driven Providers

Pet is a child to be protected and loved, optimize health through nutrition, pet specialty store, willing to pay more, listen to advice from trusted experts

Top reasons to buy

Pet owners have varying levels of love and involvement with their pets. We identified 3 out of 7 segments that closely aligned with Petmate’s values and honed in the messaging and approach to meet their needs.

New Pet Parent

Finding information and buying products/supplies for their first pet

Pet Milestones

Specialized products for aging and growing pets

Pet Problems

Products that help alleviate pet problems or symptoms

Traveling With Pets

Finding the appropriate products for travel needs

Pet Shelters

Finding crates, bedding, and large supplies for everyday needs

Replacement Parts

Extending the lifetime of products with easy-to-fix replacement pieces

Heuristic Evaluation

In order to sell in the value and need to update the website, the VP of marketing asked us to provide an expert evaluation to take back to the C-suite and other key stakeholders. We evaluated key heuristic principles and scored the site, based on our expert findings. The score was validated with notations of problem areas the went against known usability standards and opportunities for improvement. We also evaluated top competitors in the space to understand where the bar is set for pet owners purchasing products online. I synthesized all of the findings into an executive summary in priority order based on user needs and impact on the company.

Project Team
  • Rachel DeFriend
  • Jeffrey Zepeda
  • Megan Davis