As part of the pre-redesign discovery workshop, we identified key challenges across navigation, product discovery, content, and user segmentation. While Paw Pantry had a strong brand foundation and loyal customer base, the existing site was heavily reliant on users knowing what they wanted, with limited support for exploration or education. Navigation was functional but not scalable, brand storytelling was underdeveloped, and experiences were not tailored to different audience groups such as breeders, rural buyers, and city pet owners. These insights shaped the redesign strategy, focusing on clearer navigation, enhanced discovery pathways, richer content integration, and more personalised user journeys to better support growth and engagement.

Following the discovery workshop and response document, we focused on setting the foundations for a stronger site experience. Key areas included improving wayfinding, simplifying filtering, enhancing product selection flows, and highlighting pricing incentives to better guide users through their decision-making process. The wireframes were shaped around addressing user demands and frustrations, ensuring the structure would better support exploration, confidence, and conversion before progressing to detailed design.

Oversaw the full site design process and supported quality assurance through the development of detailed acceptance criteria, ensuring alignment from strategy and wireframing through to final design execution.