Client
Happy Paws
As the sole designer, I led the design of Happy Paws’ first eCommerce site—bringing a new brand identity to life in a fully responsive, mobile-first WooCommerce build. Partnering with the VP of Marketing and developers, I created a conversion-focused experience that balanced playful branding with trust and clarity.
Given the small dev team (covering multiple brands), we treated this as a Phase 1 MVP: get the brand online fast, validate assumptions with real customers, and use data to shape a more robust V2.
For this Phase 1 launch, the site needed to:
Deliver a mobile-first WooCommerce storefront built for conversion
Clearly explain each product’s purpose with consistent visuals
Drive subscriptions through smart CTAs and UX nudges
Build trust with vet-approved messaging and a clean design system
Leave space for reviews and UGC to layer in post-launch
The site map was intentionally lightweight for launch, focused on driving customers quickly into product discovery and checkout.
I mapped out detailed wireframes to align the dev team on hierarchy and UX decisions before committing to UI. These emphasized clarity on product education (ingredients, benefits, comparison tables) while setting placeholders for future content like UGC and reviews. This helped align stakeholders on structure and flows before UI design, reducing iteration later with developers.
Product detail pages balanced storytelling with clarity: large imagery, concise benefits, subscription CTAs, and space for reviews in Phase 2.
To guide new customers, I introduced a ‘Shop by Concern’ section directly below the hero. Clear imagery and categories built trust and helped shoppers who were new to the brand—or simply unsure where to start—find the right product. For those who scrolled further, a Best Sellers row showcased top products with consistent, familiar patterns, encouraging purchases while keeping the bright brand expression intact.
Mobile-first was the priority. I mapped the full flow—from homepage to category, product page, cart, and checkout, ensuring clarity and reducing friction on smaller screens.
We carried over the proven cart and checkout system from CBDfx to reduce dev lift and ensure best-practice conversion flows. This allowed the team to focus Phase 1 resources on brand-led pages.
Outcome
The site launched on time just a few months ago, giving Happy Paws its first digital home. Phase 1 was intentionally scoped as an MVP to validate assumptions and gather real customer data quickly. Early engagement has confirmed the effectiveness of the UX approach and set the stage for a more robust Phase 2. The launch also proved the brand could stand out in a crowded category with a site that’s simple, clear, and built to grow.
