Happy Paws
Pet Wellness E-Commerce Website Design
Happy Paws
Pet Wellness E-Commerce Website Design
Role
Lead Web Designer (0→1)
Scope
→ Wireframing
→ Designed the full site layout—UX flows, homepage and PDP
→ Nav logic, and mobile UI in Figma
Year
2025
Website Design
UI/UX Design
0→1 Build
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.
The project was scoped as a Phase 1 MVP: launch fast, validate assumptions, and lay the groundwork for scalable growth. With a small development team managing multiple brands, speed and focus were critical.
Project Goals:
→ Establish a mobile-first, conversion-focused WooCommerce storefront
→ Communicate each product’s purpose with clarity and consistency
→ Encourage subscriptions with strategic CTAs and UX nudges
→ Build trust through vet-approved messaging and transparent design
→ Leave space for reviews & UGC in future iterations
↓ Homepage Highlights: Above-the-fold trust signals, “Shop by Concern” & "Best Sellers" navigation to guide customers and reduce first-visit friction.
CRO Patterns. Reused proven layouts: benefits, subscription prompts, and transparent trust signals from other brands under The Commerce Group.
Mobile Journey. Optimized for one-hand use — from PDP to add-to-cart to checkout, the flow reinforces clarity and trust at every step.
Approach: Flows & Wireframes. Early wireframes focused on a familiar DTC structure: clear product pathways, simple navigation, and room for trust-building content. This gave the team alignment on flows before investing in high-fidelity design.
UI System & Supporting Pages. Playful identity balanced with CRO-focused layouts — bold colors, clean type, and clear hierarchy kept usability front and center.
Conversion & Trust Flows. Mapped two key paths for the Phase 1 MVP: conversion (quiz → checkout) and education (blog, ingredients, vet board).
Cart & Checkout. Proven flows were carried over from sister brands — balancing speed with clarity at the most critical stage, while reducing work scope for the dev team.
Outcomes
Phase 1 MVP launched in ~6 months, validating assumptions and setting a scalable foundation for growth.
Early engagement confirmed effectiveness of UX approach and proved the brand could stand out in a crowded category.
Scalable foundation for subscriptions, UGC, and educational content in Phase 2
