Designing an experience for Open Farm allowed for maximum visibility in a competitive pet food landscape.
Along with the help of Andrea, PetFlow’s talented marketing director, my team and I assisted Open Farm in crafting marketing campaign content that drove traffic to this page, helping grow Open Farm’s sales run-rate revenue by 10x in just 8 months.
Open Farm and PetFlow benefitted greatly from our effort. We not only gained new customers through showcasing the Open Farm family of products on our site but we also gained additional sales from a substantial amount of our existing customers, who have purchased premium pet food from us in the past.
Role
Creative Director and UX Lead
Overview
As the design lead for this project, I spearheaded user research, transforming insights into actionable designs from sketches to high-fidelity prototypes. Collaborating closely with the marketing and development teams, I was able to craft an experience for Open Farm, a premium quality pet food brand, which not only expanded the their reach to PetFlow’s customer ecosystem, but also extend and support the brand’s own visuals. My design approach prioritized not just functionality and conversions, but also promoted product education, ensuring that users understood the complete value and quality of Open Farm foods.
Research
From the very start, Open Farm possessed very strong positive attributes. They care deeply for the quality of their ingredients, sustainability in their production, transparency in their sourcing, and are dedicated to both the humane treatment of livestock and sustainability in their supply chain. It made sense to highlight these key features since these values help set them apart from other premium pet food brands.
For most users, this page was their first introduction to Open Farm pet food. Aside from optimizing for conversions, the other goal was to broaden Open Farm’s customer base through educating consumers about their products and these unique values.
Several factors were taken into consideration to ensure that the content resonated with users and kept them engaged. We conducted several A/B tests to lower bounce rate and encourage increased time spent on page.
