Redesigning with Purpose: a Responsive Web Experience for NYC Pet Services

Responsive web design and redesign of an existing dog daycare website.

The Problem

The website struggled with branding, design, and user experience issues that undermined its professionalism. Inconsistent logos and colors disrupted the visual hierarchy, while poor information architecture hindered navigation. The lack of an online booking system limited user convenience and business growth. Additionally, the testimonials page required users to click through each review, reducing engagement.

Reviewing the Existing Website

  • Inefficient layout and structure

  • Too many colors

  • Readability issues

  • Buttons and text are not aligned

  • Lack of accessibility

  • No display of testimonials on the homepage

Evaluating Competitors

The competitor analysis of Dogma, Pups Pet Club and Animal Loving Care helped me identify the strengths and weaknesses of existing dog daycare websites. This allowed me to find opportunities for uniqueness, and ensure the redesigned website catered to user needs while featuring distinct elements.

User Research

To better understand the needs and behaviors of pet owners, I conducted remote interviews with 5 target users, such as frequent travelers, active pet owners. Each participant was asked about their pet care routines, challenges, and priorities when selecting a pet daycare service. Based on these interviews, I identified key pain points and opportunities, which were then used to inform the design of the responsive website for the dog daycare center.

Key Findings

    • Pain Points: Users must call or email to make a reservation, leading to longer wait times and inconvenience, especially for those trying to book outside business hours.

    • Current Behavior: Customers call or email to inquire about availability and confirm appointments, which creates an obstacle.

    • Opportunity: Implement a user-friendly online booking system that would allow customers to book at their convenience, improving user experience and increasing bookings.

    • Pain Points: Potential customers may struggle to find clear pricing information on the website, making them hesitant to commit. Hidden fees.

    • Current Behavior: Users often compare prices between several dog daycare options, possibly leaving your site if they find better deals elsewhere.

    • Opportunity: Clear, easy-to-understand pricing for different services (boarding, grooming, daycare).

    • Pain Points: Reviews are hard to access, customers may not engage with them.

    • Current Behaviors: Users may rely on social proof from other pet owners to make decisions, reading through testimonials, star ratings, and user-submitted photos.

    • Opportunity: Easily accessible reviews on the homepage.

Personas & User Flow

User Personas

Two key personas were developed to reflect the needs and priorities of existing pet owners and potential clients.

User Flow

Mapping out the steps dog owners would take to discover and engage with services, ensuring the process was simple, intuitive, and seamless.

Refining Ideas with Low-Fi Wireframes

I started by creating low-fidelity wireframes to focus on the layout and functionality. This helped me quickly map out key screens like the homepage, service pages, and booking flow.

Why the Website Needed Redesign

Upon reviewing the existing website, it became clear that several design issues were impacting user experience and failing to align with the branding goals such as: lack of navigation, too many colors, readability issues, misaligned text and UI elements.



Based on these challenges, I chose a purple and yellow color palette to align with the daycare’s core values of care, trust, and energy:

  • Purple: Represents trust, professionalism, and calmness, conveying a sense of reliability and expertise.

  • Yellow: Symbolizes happiness, warmth, and energy, reflecting the playful and welcoming environment of the daycare.

User Interaction Tasks and Insights

I conducted remote usability testing with 15 participants to evaluate the NYC Pet Services website. Their feedback offered critical insights that significantly contributed to enhancing the website's usability and overall user experience.

13 out of 15 participants found the process of booking simple and pretty straightforward.

14 out of 15 participants found the website visually great and well-made, bright and fun.

Final UI Adjustments

Spacing was improved and cards were updated.

BEFORE

AFTER

The majority of participants wanted to click on the CTA button, so based on their feedback, I created an additional page.

Validating with High-Fidelity Prototypes

With the integration of the UI components, the wireframes evolved into high-fidelity designs, which now closely resemble the final product in both aesthetics and functionality.

Learnings and Opportunities

The redesign taught me the importance of a responsive web design in enhancing usability and user experience. By addressing key issues like navigation, booking functionality, and branding consistency, I created a more intuitive platform that better serves pet owners. The project reinforced how critical it is to ensure a seamless experience across all devices, making the website more user-friendly and engaging.

There is an opportunity to further improve user engagement by adding personalized features, such as tailored service recommendations or booking reminders. Additionally, integrating customer reviews and ratings could build trust and assist users in making more informed decisions. Expanding the branding elements to reflect a more vibrant and community-focused identity could strengthen the brand even further.

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