Transforming Pet eCommerce

Transforming Pet eCommerce

Transforming Pet eCommerce

Translating 40 years of local brand trust into a digital experience that increased AOV by $14 and cut checkout time by 50%

Translating 40 years of local brand trust into a digital experience that increased AOV by $14 and cut checkout time by 50%

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Impact Created

Cut checkout time by

50%

by adding a reservation timer at checkout

Increased AOV to

$105

from $91, by repositioning deals on website, from FY2023

Improved conversion rate by

35%

with mobile-first approach

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

About Centinela

About Centinela

About Centinela

Centinela Feed & Pet Supplies is a family-owned Southern California business with over 40 years of serving local pet owners. With multiple physical locations thriving and a growing
e-commerce presence.

Centinela Feed & Pet Supplies is a family-owned Southern California business with over 40 years of serving local pet owners. With multiple physical locations thriving and a growing
e-commerce presence.

The Challenge

Centinela Feed was experiencing declining online sales despite strong in-store performance. As the UX/UI designer, I was brought in to diagnose UX issues and redesign critical pages to reverse the trend. The goal: boost e-commerce conversion rates by improving product discovery, reducing friction in the purchase flow, and better leveraging their local store advantage

Centinela Feed was experiencing declining online sales despite strong in-store performance. As the UX/UI designer, I was brought in to diagnose UX issues and redesign critical pages to reverse the trend. The goal: boost e-commerce conversion rates by improving product discovery, reducing friction in the purchase flow, and better leveraging their local store advantage

The Brand Behind the Experience

Centinela isn't just a pet supply store — it's a 40-year-old Southern California institution built on local trust, expert staff, and community loyalty. That identity was thriving in-store. The problem? None of it translated online.

My redesign wasn't just a UX fix — it was a brand alignment exercise. Every decision was anchored to one question: does this feel like Centinela, or does it feel like Amazon?


This shaped three brand-driven design choices:

Local trust signals

We surfaced store-specific inventory and in-store pickup options to remind customers this wasn't a faceless retailer. The local advantage became a feature, not a footnote.

Community over catalog

Instead of leading with discounts, we repositioned deals to feel like insider value for loyal customers — consistent with the brand's word-of-mouth, neighborhood reputation.

Expertise as a differentiator

Product pages were redesigned to carry the weight of staff knowledge: size filters, feeding guides, and contextual recommendations that echoed what a Centinela associate would say in-store.

The result was a digital experience that didn't just convert better, it felt like Centinela.

Before/ After the Implementation

Before/ After the Implementation

Here is the before and after images of the website 's product page redesign project

Before

After

Foundation to Implementation

Foundation to Implementation

Foundation to Implementation

Here is the design process I setup to follow which lead us to successful implementation, step by step-

Step by step implemntation-

I started with a comprehensive UX audit to identify conversion bottlenecks, and validate all the problem statements with help of customer success team, data analysis team and reports/ dashboards from salesforce

I started with a comprehensive UX audit to identify conversion bottlenecks, and validate all the problem statements with help of customer success team, data analysis team and reports/ dashboards from salesforce

1

I crafted detailed PRDs for each redesigned page, outlining user stories, acceptance criteria, technical constraints, and success metrics- along with studying on adding new colors and popup UI for redesign

2

Focused on sketching, designing and testing solution of all three pages- checkout, product page and cart page- all aiming to answer one question- "Does this help convert browsers into buyers?"

3

Working closely with developers, to provide design specifications, annotations, and responsive breakpoint documentation and implementation reviews to ensure design fidelity and solved technical challenges collaboratively

4

15+

Features Added

3+

Page Redesgined

1

Design system Scaled

Understanding the Root Cause

Understanding the Root Cause

Understanding the Root Cause

I conducted an UX audit of the existing website, and found these as some root causes of low AOV

I conducted an UX audit of the existing website, and found these as some root causes of low AOV

Product pages lacked key information pet owners needed to make decisions

Customer not aware of what SKUs are in-stock at which store or out of stock everywhere

Customer not aware of what SKUs are in-stock at which store or out of stock everywhere

Checkout friction with unclear shipping and pickup options

Checkout friction with unclear shipping and pickup options

Not leveraging the local and community advantage for e-commerce sales

Not leveraging the local and community advantage for e-commerce sales

Poor mobile experience (where 60% of traffic originated)

Poor mobile experience (where 60% of traffic originated)

Complex navigation causing high bounce rates on category pages

Complex navigation causing high bounce rates on category pages

Website Pages

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