Wind-UX
Behavioral Analytics & Growth Design
Pet care service and product end to end
Incredible Pets' original digital presence treated products (e-commerce) and services (grooming/vet) as separate entities — creating a fragmented journey that failed to replicate the integrated one-stop-shop experience of their 6 physical locations.
66%
Growth in Lifetime Value (LTV)
Eliminated deep-rooted friction by re-engineering the user flow, bridging previously siloed product and service categories.
67%
Surge in Total Online Sales
Modernized the digital presence by integrating established retail marketing into a high-performance framework — record revenue in first 90 days.
Overview
The Challenge
Fragmented product discovery and siloed in-store services (e.g., dog washes, vet consultations) capping Lifetime Value (LTV) at just $450 per customer—30% below the pet industry benchmark of $650
The Goal
Spearhead a mobile-first redesign to unify products and services, targeting a 25% LTV uplift to $578 and a 20% sales increase, aligning with USA's booming pet market ($4.6 billion in 2024).
Identifying the Core Friction
Our UX audit (Heuristic Evaluation, Hotjar heatmaps, and 150-user surveys) pinpointed three metrics-driven pain points stifling growth:
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Discovery Failure: Ineffective IA and search led to a 45% exit rate on product pages (industry avg: 30%), wasting 2.5 minutes per session and inflating bounce rates to 62%.
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Mobile E-Commerce Barrier: Despite 56% mobile traffic (below US's 79% e-com benchmark), the site scored 52/100 on mobile usability (Google PageSpeed), causing 75% of mobile sessions to drop before cart addition.
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Low LTV: No service integration meant 40% of users missed upsell opportunities, resulting in a 1.8 purchase frequency (vs. pet sector avg of 2.5) and $85 average order value (AOV)—15% under benchmarks.
Growth Drivers
Total Market: US $151 billion in 2024
E-com Segment: $38 billion (38% share)
Growth Drivers: Rising pet ownership (66% of households, 87 million homes)
Economics: Average annual spend per pet household ~$1,800 (High mobile usage fueling online subscriptions)
Design Principles
Engineering a high-trust digital storefront by balancing playful brand personality with a rigorous, conversion-focused utility system
Solution: Funnel Re-Engineering
I focused on end-to-end UX strategy, design, and research, I re-engineered the platform to create a seamless product-service ecosystem, directly targeting key metrics like conversion rate and retention
Strategic IA & Product Discovery Overhaul
Restructured IA to boost "Search-to-Purchase" ratio from 12% to 28%
Intuitive Navigation: Implemented category hierarchies informed by competitive benchmarks (e.g., Chewy's 85% online shop rate), reducing product page exits by 35%.
From fragmented to holistic — boosting discoverability and LTV.
Search Redesign: Delivered specs for enhanced search (inspired by Algolia integrations), improving result relevance by 40% and cutting session time to purchase by 50 seconds.
3 primary filters (Products, Categories, Resources) drive fast results, while secondary connectors bridge to deeper categories and services — 40 % better relevance, 50-second faster purchase path.
Added overlay Navigation
Closing the LTV Loop
Embedded services to drive repeat visits and AOV, projecting a 27% LTV increase via higher frequency (from 1.8 to 2.3 purchases/year).
Service UX Integration: Created dedicated booking flows for high-margin services, linking 60% of product views to service CTAs, boosting cross-sell revenue by 22%.
Mobile-First CRO Prioritized responsive design to capture 56% mobile traffic, targeting a 3.2% conversion rate (up from 2.1%).
Mobile Delivery: Achieved 85/100 PageSpeed scores, reducing mobile bounce by 40% and aligning with California’s 79% mobile e-com dominance.
Seamless grooming appointments linked from product views — boosting cross-sell 22 %.
Hover over the features listed below for details
Checkout Transparency: Redesigned for upfront cost visibility (taxes/shipping), slashing abandonment from 68% to 52% (pet benchmark: 56%).
Hover over the features listed below for details
Tied online and offline experience resulting in better user trust
Results
Transformed a fragmented legacy site into a unified Pet Care Ecosystem — aligning digital performance with 30 years of retail reputation. By breaking service silos and adding hyper-local transparency, we eliminated friction and outperformed industry benchmarks.
Surge in Online Sales
67% ⭫
Modernized the brand's digital presence by integrating 30 years of retail heritage into a high-performance e-commerce framework
Growth in Lifetime Value
66% ⭫
Unified online and offline brand identities to build deeper customer trust, resulting in stronger repeat purchases and long-term loyalty
Average Order Value
26% ⭫
Optimized the e-commerce structure with hyper-local merchandising and strategic cross-selling of services and products
Conversion Rate
55% ⭫
Eliminated deep-rooted friction by re-engineering the user flow and bridging the gap between siloed product and service categories for seamless conversion