Having multiple platforms that handled various avenues of the pet parenting experience, Pet360 brought everything to one location. A responsive, all-encompassing one-stop shop; a personalized environment for all things pet parenting.

Pet360 was acquired by PetSmart in 2014.

Role

Senior Interactive Designer & Front-end Developer


Understand the problem

 

As the parent company of PetFoodDirect.com, NationalPetPharmacy.com and PetMD.com, Pet360 was the next phase of bringing these experiences together.

In 2012, after working with a few outside agencies, the decision was made to bring everything in house. At the time, responsive websites were a new concept and Pet360 wanted to take advantage of providing their services across multiple platforms. It was an exciting day in the corner office where 4 of us were co-located when I developed the first responsive homepage. Together with a small team, we launched the responsive experience in 6 months.

 

Create & Iterate

 

Once we got started iterating and collaborating, the design approach of the entire organization shifted from ‘the business asked for this’ to ‘what’s the problem we are trying to solve?’ I’m proud to say I influenced this shift in thinking through leading conversations, asking questions, pulling in perspectives of all involved and more clearly defining intent.

Our small team also shifted production to be more agile, what took months now took weeks. With the Product Owner and Lead Developer, many hours were spent poking holes in the current experience, brainstorming and pushing boundaries. We got our hands dirty in the design, in the experience, in the code and we had a blast doing it.

 
 MVP launch verse future state done through iterative enhancements

MVP launch verse future state done through iterative enhancements

 The Explore area of the experience was a playground for our users to skim content, products and community topics through a personalized feed.

The Explore area of the experience was a playground for our users to skim content, products and community topics through a personalized feed.

 Pet360 facilitated a robust and high-engaged community of pet parents.

Pet360 facilitated a robust and high-engaged community of pet parents.

 Wires provided by the Information Architect (left) and the designed high-fidelity screens (right) of the shop home and product filtering experience.

Wires provided by the Information Architect (left) and the designed high-fidelity screens (right) of the shop home and product filtering experience.

 The entire end-to-end experience of a product’s page through to the checkout flow was executed.

The entire end-to-end experience of a product’s page through to the checkout flow was executed.


Implement

 

After the initial launch of the responsive Pet360.com, conversions jumped 45% and mobile purchases increased by 3.2%. By comparison, a 0.9–1% increase on PetFoodDirect.com was considered significant.