Impact Created
50%
Cut checkout time by
via reservation timer, FY2024
$105
AOV Reached
up from $91 in FY2023
35%
Conversion lift
mobile-first approach, FY2024
Role
I led end-to-end UX Audit, by conducting user interviews with pet owners, store general managers, and customer support teams. Worked with social media team to rebrand/ reposition the company value. I partnered closely with the data team to analyze the reports and dashboards of current state of the website, and collaborated with design engineers, and frontend developers to optimize the design system. I also worked with the product manager to define requirements and prepare clear PRDs to support smooth handoff and execution.
Team
Team of 6- 1 product Designer (me), 1 Digital marketer, 1 Frontend developer, 1 Design Engineer, 2 Backend Developers, 1 Project manager
Time Taken
4-6 Months
The Challenge
Understanding the Root Cause
To validate assumptions before designing anything, I ran a multi-method UX audit combining: user interviews (12 pet owners, 3 General managers, 1 Retail Division Head, 2 customer support reps), heuristic evaluation across all key pages, Salesforce dashboard analysis with the data team, and session recordings to map drop-off points.
Six root causes emerged:
"I can't tell if the food I want is in stock at my local store — so I just go in person."
→ Stock visibility was broken. Customers defaulted to in-store because the online inventory wasn't trustworthy.
"The checkout is confusing- I couldn't figure out if I was getting it delivered or picking up."
→ Shipping vs. pickup was unclear at checkout — a direct cause of cart abandonment.
"I trust the staff at the store to recommend the right food. The website doesn't give me that."
→ The expert-staff advantage Centinela had in-store had zero digital presence. Product pages were spec sheets, not guidance.
"The site is really hard to use on my phone. I always end up switching to the desktop."
→ 60% of traffic was mobile, yet the mobile experience was the weakest surface.
"I didn't know about the Frozen Friday Day deals, I only found out because a staff member told me."
→ Promotional deals weren't surfaced online. Community loyalty wasn't translating to digital revenue.
What the data team's dashboards confirmed
Working with the data analysis team on Salesforce reports, three patterns emerged that the user interviews alone couldn't quantify:
1st
Cart abandonment spiked at the shipping/pickup selection step — confirming the checkout confusion pet owners described in interviews.
2nd
The product pages with no feeding guides or size filters had a 40% higher bounce rate than pages that did — validating the 'expertise gap' finding..
3rd
Mobile sessions had a 2.3× higher drop-off rate at category pages versus desktop — despite representing 60% of traffic.
Here is the before and after images of the website 's product page redesign project
Before
After
1
UX Audit + Problem Validation
Ran a multi-method audit combining user interviews, heuristic evaluation, Salesforce dashboard analysis, and session recordings. Validated all problem statements with the customer success team and data team before touching any designs.
2
Define + PRD
Wrote detailed PRDs for each of the 3 redesigned pages — product page, cart, and checkout. Each PRD included user stories, acceptance criteria, technical constraints, success metrics, and color/UI specifications for the redesign.
3
Sketch, Design + Test
Wrote detailed PRDs for each of the 3 redesigned pages — product page, cart, and checkout. Each PRD included user stories, acceptance criteria, technical constraints, success metrics, and color/UI specifications for the redesign.
4
Developer Handoff + Implementation Review
Provided design specs, annotations, and responsive breakpoint documentation. Ran weekly implementation reviews to ensure design fidelity and resolved technical constraints collaboratively — including a custom mobile nav pattern not supported by the existing design system
Website Pages
