Transforming Pet eCommerce

Transforming Pet eCommerce

Redesigning Centinela Feed & Pet Supplies' digital experience on Salesforce Commerce Cloud aiming to increase average ticket

See Website

Impact Created

Cut checkout time by

50%

by adding a reservation timer at checkout

Increased AOV by

$105+

from $91, the previous year, by repositioning deals on website

Improved conversion rate by

35%

with mobile-first redesign approach

Role

I led end-to-end UX Audit, by conducting user interviews with pet owners, store general managers, and customer support teams. 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 Frontend developer, 1 Design Engineer, 2 Backend Developers, 1 Project manager

Time Taken

4-6 Months

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

Before And After of the Website Redesign

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

Before

After

Foundation to Implementation

Foundation to Implementation

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

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

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

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

Ai

Create a free website with Framer, the website builder loved by startups, designers and agencies.