Sassy Pooch
Redesigning a local pet grooming site to increase customer engagement and acquisition
ABOUT PROJECT
Sassy Pooch & Kitty Too is a pet grooming business with an outdated website. I decided to take on the task of redesigning their site in Framer to help attract new customers.
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BACKGROUND
A beloved family owned pet grooming business…
A beloved family owned pet grooming business…
A beloved family owned pet grooming business…
Sassy Pooch and Kitty Too is a pet grooming business in Gilroy, California, established over 15 years ago. The current owners, Juan and Yolanda, took over in 2019, aiming to create a welcoming environment. They have personal experience as dog owners and understand the importance of caring for furry family members. They offer professional grooming services for dogs and cats, and also provide a wide range of pet accessories such as sweaters, dresses, collars, harnesses, treats, and toys.
Sassy Pooch and Kitty Too is a pet grooming business in Gilroy, California, established over 15 years ago. The current owners, Juan and Yolanda, took over in 2019, aiming to create a welcoming environment. They have personal experience as dog owners and understand the importance of caring for furry family members. They offer professional grooming services for dogs and cats, and also provide a wide range of pet accessories such as sweaters, dresses, collars, harnesses, treats, and toys.
Sassy Pooch and Kitty Too is a pet grooming business in Gilroy, California, established over 15 years ago. The current owners, Juan and Yolanda, took over in 2019, aiming to create a welcoming environment. They have personal experience as dog owners and understand the importance of caring for furry family members. They offer professional grooming services for dogs and cats, and also provide a wide range of pet accessories such as sweaters, dresses, collars, harnesses, treats, and toys.
PROBLEM
..but their website could use a redesign
..but their website could use a redesign
..but their website could use a redesign
Their current website lacks user-friendly design elements and branding consistency, hindering effective communication of their services and engaging potential customers. The absence of a clear call-to-action further limits user engagement and prevents easy access for inquiries and appointment scheduling.
Their current website lacks user-friendly design elements and branding consistency, hindering effective communication of their services and engaging potential customers. The absence of a clear call-to-action further limits user engagement and prevents easy access for inquiries and appointment scheduling.
Their current website lacks user-friendly design elements and branding consistency, hindering effective communication of their services and engaging potential customers. The absence of a clear call-to-action further limits user engagement and prevents easy access for inquiries and appointment scheduling.
USER INTERVIEWS + TESTING
I chatted with 5 pet owners and began with finding out what their experiences and expectations were in finding a pet groomer.
I chatted with 5 pet owners and began with finding out what their experiences and expectations were in finding a pet groomer.
I chatted with 5 pet owners and began with finding out what their experiences and expectations were in finding a pet groomer.
The goal was to uncover the following:
Explore pet owners’ experiences and preferences in finding and choosing a pet groomer.
Evaluate their interaction with the existing website and gather feedback for its redesign.
Identify specific improvements, desired features, and expectations regarding the current site
The goal was to uncover the following:
Explore pet owners’ experiences and preferences in finding and choosing a pet groomer.
Evaluate their interaction with the existing website and gather feedback for its redesign.
Identify specific improvements, desired features, and expectations regarding the current site
The goal was to uncover the following:
Explore pet owners’ experiences and preferences in finding and choosing a pet groomer.
Evaluate their interaction with the existing website and gather feedback for its redesign.
Identify specific improvements, desired features, and expectations regarding the current site
Here are some key research insights, gathered from my affinity map:
Here are some key research insights, gathered from my affinity map:
Here are some key research insights, gathered from my affinity map:
Example of branding and font from old site
Example of branding and font from old site
Example of branding and font from old site
Old version of the header image with no navigation
Old version of the header image with no navigation
Old version of the header image with no navigation
Bottom of the page with only one way to contact
Bottom of the page with only one way to contact
Bottom of the page with only one way to contact
USER JOURNEY
Mapping out the current journey a user takes on the site shows where improvements can make an impact.
Mapping out the current journey a user takes on the site shows where improvements can make an impact.
Mapping out the current journey a user takes on the site shows where improvements can make an impact.
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Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.
COMPETITOR ANALYSIS
Looking at the sites of nearby grooming businesses, it became even more clear that Sassy Pooch was lacking some basics.
Looking at the sites of nearby grooming businesses, it became even more clear that Sassy Pooch was lacking some basics.
Looking at the sites of nearby grooming businesses, it became even more clear that Sassy Pooch was lacking some basics.
Moving forward, I knew the new website would need the following:
Navigation Bar
Reviews
Gallery of work
More options for contacting business
Updated branding
Moving forward, I knew the new website would need the following:
Navigation Bar
Reviews
Gallery of work
More options for contacting business
Updated branding
Moving forward, I knew the new website would need the following:
Navigation Bar
Reviews
Gallery of work
More options for contacting business
Updated branding
SITE MAP
Small but mighty - I decided to go with a one page site with scrolling navigaiton
Small but mighty - I decided to go with a one page site with scrolling navigaiton
Small but mighty - I decided to go with a one page site with scrolling navigaiton
A one page site fit Sassy Pooch's needs because they did not have a hefty about of information to begin with. A simple site was also best for their users, as it would allow them to quick find what they need to book an appointment.
A one page site fit Sassy Pooch's needs because they did not have a hefty about of information to begin with. A simple site was also best for their users, as it would allow them to quick find what they need to book an appointment.
A one page site fit Sassy Pooch's needs because they did not have a hefty about of information to begin with. A simple site was also best for their users, as it would allow them to quick find what they need to book an appointment.
LO-FI WIREFRAMES
Using other grooming sites for inspiration, I quickly made lo-fi screens
Using other grooming sites for inspiration, I quickly made lo-fi screens
Using other grooming sites for inspiration, I quickly made lo-fi screens
Using the sitemap for guidance, I was able to determine which features should come first. I also would place CTAs on all services which would lead the user to the bottom contact information. Anchor links would be used once I built it out in Framer.
Using the sitemap for guidance, I was able to determine which features should come first. I also would place CTAs on all services which would lead the user to the bottom contact information. Anchor links would be used once I built it out in Framer.
Using the sitemap for guidance, I was able to determine which features should come first. I also would place CTAs on all services which would lead the user to the bottom contact information. Anchor links would be used once I built it out in Framer.
Updated header
Updated header
Updated header
The header of the site would now feature a nav bar, a smaller image on one side, and a certificate the business won
The header of the site would now feature a nav bar, a smaller image on one side, and a certificate the business won
The header of the site would now feature a nav bar, a smaller image on one side, and a certificate the business won
Cards for services
Cards for services
Cards for services
Grooming services were organized in cards to make it easier for customers to find what they need, clear CTAs lead to contact information
Grooming services were organized in cards to make it easier for customers to find what they need, clear CTAs lead to contact information
Grooming services were organized in cards to make it easier for customers to find what they need, clear CTAs lead to contact information
Adding more images
Adding more images
Adding more images
Based off user feedback, more images will be added to show the grooming work - plus, more photos of dogs never hurts!
Based off user feedback, more images will be added to show the grooming work - plus, more photos of dogs never hurts!
Based off user feedback, more images will be added to show the grooming work - plus, more photos of dogs never hurts!
BRANDING
Enhancing the approachability and accessibility of Sassy Pooch through a brighter color palette and readable typography
Enhancing the approachability and accessibility of Sassy Pooch through a brighter color palette and readable typography
Enhancing the approachability and accessibility of Sassy Pooch through a brighter color palette and readable typography
I drew color inspiration from Sassy Pooch's existing logo and took into account user feedback that indicated a preference for a more inviting and airy website. My goal was to convey the welcoming nature of the owners and their deep affection for animals through the use of soft hues and uncomplicated visuals.
I drew color inspiration from Sassy Pooch's existing logo and took into account user feedback that indicated a preference for a more inviting and airy website. My goal was to convey the welcoming nature of the owners and their deep affection for animals through the use of soft hues and uncomplicated visuals.
I drew color inspiration from Sassy Pooch's existing logo and took into account user feedback that indicated a preference for a more inviting and airy website. My goal was to convey the welcoming nature of the owners and their deep affection for animals through the use of soft hues and uncomplicated visuals.
HIFI WIREFRAMES
Building the site in Framer made it responsive for desktop, tablet, and mobile
Building the site in Framer made it responsive for desktop, tablet, and mobile
Building the site in Framer made it responsive for desktop, tablet, and mobile
Prior to building the site out in Framer, I designed the wireframes in FIgma to fine tune the components and layout. I also did a mobile first approach to distill the content and navigation down to the essentials.
Prior to building the site out in Framer, I designed the wireframes in FIgma to fine tune the components and layout. I also did a mobile first approach to distill the content and navigation down to the essentials.
Prior to building the site out in Framer, I designed the wireframes in FIgma to fine tune the components and layout. I also did a mobile first approach to distill the content and navigation down to the essentials.
Friendly hero section
Friendly hero section
Friendly hero section
To infuse a friendlier vibe into the hero section, I introduced images of dogs. Including a certificate shows the quality of service.
To infuse a friendlier vibe into the hero section, I introduced images of dogs. Including a certificate shows the quality of service.
To infuse a friendlier vibe into the hero section, I introduced images of dogs. Including a certificate shows the quality of service.
Easy to scan cards
Easy to scan cards
Easy to scan cards
Cards clearly show the types of services offered in two packages. Users can quickly contact the business with the CTA button.
Cards clearly show the types of services offered in two packages. Users can quickly contact the business with the CTA button.
Cards clearly show the types of services offered in two packages. Users can quickly contact the business with the CTA button.
Different views for mobile & desktop
Different views for mobile & desktop
Different views for mobile & desktop
On mobile, users can tap on a service and more information will drop down. On deskop, users click on a service and the information changes in the card on the right.
On mobile, users can tap on a service and more information will drop down. On deskop, users click on a service and the information changes in the card on the right.
On mobile, users can tap on a service and more information will drop down. On deskop, users click on a service and the information changes in the card on the right.
TESTING
A/B testing validates enhancement of new site, suggests minor refinements
A/B testing validates enhancement of new site, suggests minor refinements
A/B testing validates enhancement of new site, suggests minor refinements
Methods:
moderated usability test
4 dog owners who regularly take their dogs for grooming
Reverse order for half of the participants in order to mitigate order bias
Methods:
moderated usability test
4 dog owners who regularly take their dogs for grooming
Reverse order for half of the participants in order to mitigate order bias
Methods:
moderated usability test
4 dog owners who regularly take their dogs for grooming
Reverse order for half of the participants in order to mitigate order bias
Goals:
Identify any usability issues and areas for improvement in the new version of the site
Determine user preferences between the old and new versions
Assess the overall user satisfaction and ease of use for common tasks on the site
Gather feedback on the clarity of information and services provided
Goals:
Identify any usability issues and areas for improvement in the new version of the site
Determine user preferences between the old and new versions
Assess the overall user satisfaction and ease of use for common tasks on the site
Gather feedback on the clarity of information and services provided
Goals:
Identify any usability issues and areas for improvement in the new version of the site
Determine user preferences between the old and new versions
Assess the overall user satisfaction and ease of use for common tasks on the site
Gather feedback on the clarity of information and services provided
Old site ratings:
Old site ratings:
Old site ratings:
2/5
visual appeal
3/5
trustworthiness
1/5
ease of navigation
New site ratings:
New site ratings:
New site ratings:
4/5
visual appeal
5/5
trustworthiness
5/5
ease of navigation
Using root cause analysis to uncover issues and prioritize iterations:
Using root cause analysis to uncover issues and prioritize iterations:
Using root cause analysis to uncover issues and prioritize iterations:
ITERATIONS
A simple change could lead to more clarity
A simple change could lead to more clarity
A simple change could lead to more clarity
Users were unaware that they could access additional information about other services by clicking on them. Modify the alignment of the information box to indicate its relevance to the presently selected service.
Users were unaware that they could access additional information about other services by clicking on them. Modify the alignment of the information box to indicate its relevance to the presently selected service.
Users were unaware that they could access additional information about other services by clicking on them. Modify the alignment of the information box to indicate its relevance to the presently selected service.
Before
Before
Before
After
After
After
NEXT STEPS + REFLECTION
Add more personalization from the business
Add more personalization from the business
Add more personalization from the business
The site could benefit from the addition of more personal images. Some suggestions would be to add “before and after” photos of past grooms, as well as photos of the inside of the business
Based on user feedback, it would also be beneficial to showcase more information about each individual staff member. This could look like a short bio and photo, which would further add to customers’ trust in the business.
The site could benefit from the addition of more personal images. Some suggestions would be to add “before and after” photos of past grooms, as well as photos of the inside of the business
Based on user feedback, it would also be beneficial to showcase more information about each individual staff member. This could look like a short bio and photo, which would further add to customers’ trust in the business.
The site could benefit from the addition of more personal images. Some suggestions would be to add “before and after” photos of past grooms, as well as photos of the inside of the business
Based on user feedback, it would also be beneficial to showcase more information about each individual staff member. This could look like a short bio and photo, which would further add to customers’ trust in the business.
Add an appointment scheduling system
Add an appointment scheduling system
Add an appointment scheduling system
User feedback showed that the site could benefit from showing the groomers’ availability and the ability to book services directly. This could be done with a third party service (such as Square or Calendly).
User feedback showed that the site could benefit from showing the groomers’ availability and the ability to book services directly. This could be done with a third party service (such as Square or Calendly).
User feedback showed that the site could benefit from showing the groomers’ availability and the ability to book services directly. This could be done with a third party service (such as Square or Calendly).
My thoughts
My thoughts
My thoughts
I was thrilled to seize the opportunity to create a fully functional website using Framer, adding another valuable addition to my portfolio. Looking ahead, I anticipate that the company will adopt the new version of their website at their convenience, as the site is now prepared for a seamless launch.
I was thrilled to seize the opportunity to create a fully functional website using Framer, adding another valuable addition to my portfolio. Looking ahead, I anticipate that the company will adopt the new version of their website at their convenience, as the site is now prepared for a seamless launch.
I was thrilled to seize the opportunity to create a fully functional website using Framer, adding another valuable addition to my portfolio. Looking ahead, I anticipate that the company will adopt the new version of their website at their convenience, as the site is now prepared for a seamless launch.
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Send me an email: emily.r.walker@gmail.com