Role | UX Lead

B2C

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

Open Farm was established in 2014 with a commitment to rigorous ethical sourcing principles. The idea arose from their own search for sustainable and responsibly sourced pet food, where they discovered there was a significant gap in the market. These values not only shape their operations but also set them apart from other premium pet food brands, making it essential that we communicate these features.

For many visitors, this page served as their first introduction to Open Farm. In addition to optimizing for conversions, the goal was to expand the brand's customer base by educating consumers about their products and unique values.

Open Farm is a pet food company aims to create a positive impact on the pet food industry by:

Ensuring that animals are treated ethically
Making the supply chain sustainable
Creating a cleaner, healthier, and higher quality food for pets
Delivering exceptional nutrition
Being fully transparent

To ensure the content resonated with users and kept them engaged, several factors were carefully considered. A series of A/B tests were conducted to reduce bounce rates and encourage visitors to spend more time on the page.

Traffic Sources

There were a variety of traffic sources that we mapped to help plan for the launch of the Open Farm landing page on PetFlow.com.

Social Media

The Open Farm brand had been gaining a decent amount of traction on social media, so we decided to use their channels as an obvious first step to market to those potential customers. With the help of the marketing director and our talented designer Valerie, we created a variety of ads on Facebook, Instagram, and TikTok to market the benefits of Open Farm premium pet foods, linking each ad directly to our landing page.

PetFlow Customers

We wanted to reach our own customers as well as potential PetFlow.com shoppers who we knew would be interested in Open Farm products. We felt that we had a solid understanding of the premium pet food market, historical purchase data of current and past customers, and a variety of methods to reach them. We crafted several email campaigns that targeted customer segments which had purchased human-grade pet food in the past as well as those who would signed up for email from the Open Farm landing page itself.

Search

Both paid and organic search were used to help funnel potential customers into the Open Farm landing page. Once the landing page was launched, we used retargeting ads to help drive traffic to the page, enabling us to capitalize on potential customers who have already visited the Open Farm landing page once before.