The Kibble Club Custom Petfood Website

Project Type

Brand Design
Website Design
Certification Case Study

Role

Product Design
UX Design
Visual Design
Discovery & Research

Overview

The project aims to develop an online pet food supplier website that provides customers with single order and subscription-based ordering for bespoke dog and cat food delivered to their door. The website will offer a wide range of high-quality pet food products that customers can purchase with a few clicks of a button, making it easy and convenient for them to get the food their pets need.

Pet owners often face the challenge of finding high-quality pet food products for their pet family. The traditional method of purchasing pet food products from brick and mortar stores is time-consuming and requires a significant amount of effort to visit multiple stores in order to find the specific food products that meet their pet’s dietary requirements.

Certification Exercise.

Target Audience

Pet owners searching for custom-made high-quality pet food products delivered to their doorstep.

View Final Prototype

“Lucy” Photo: Joe Caione
“Sebastian” Photo: Piotr Musiol
“Chef Hanna” Photo: Cotton Bro Studios
“Chef Thomas” Photos: Brooke Cagle
“Chef Helmi” Photo: Anna Tarazevich
“Chef Stefan” Photo: Jeff Tumale
iMac Footer Photo: Amy Hirschi
Raw Food, Food & Treats, Canine & Feline Nature Illustrations: Midjourney
Persona Avatars: Dream by Wombo

Brand

Discovery

Research Goal:

To understand the needs, preferences, and pain points of potential customers for a pet food delivery website.

Participants:

Current pet owners who have purchased pet food online

Prospective pet owners who are considering adopting a pet

Pet owners who prefer organic or grain-free pet food

Personas

Sopita Nguyen

Age: 35
Occupation: Marketing Manager
Location: San Francisco, CA
Education: BA Marketing

Goal: To find a convenient and reliable way to purchase high-quality pet food products for their pets while managing a busy work schedule.

Sean Doyle

Age: 45
Occupation: Fitness Trainer
Location: Austin, TX
Education: BS Nutrition

Goal: To find high-quality organic or grain-free pet food products that meet their pet's dietary requirements and promote optimal health.

Emily Davis

Age: 27
Occupation: Web Developer
Location: New York, NY
Education: MS Computer Science

Goal: To find a reliable and informative source of pet food products and advice as they navigate the world of pet ownership for the first time.

After conducting research for a pet food delivery website, it was learned that potential customers value convenience, customization, and high-quality products: easy-to-use customization of products based on their pet's dietary requirements; flexible subscription options; and the ability to customize delivery of orders.

Features:

Subscription Options: Flexible subscription options that allow customers to receive regular deliveries of pet food products at a frequency that suits their needs.

Order Tracking: An order tracking system that allows customers to monitor the status of their orders and receive updates on delivery times.

Auto-Ship: The ability to set up automated recurring orders for pet food products, so customers don't have to worry about running out of food.

Customizable Orders: The ability to customize orders to meet specific dietary requirements or preferences, such as grain-free, organic, or low-fat options.

Pet Profile: A feature that allows customers to create a pet profile with their pet's name, breed, age, and dietary requirements for easy reference and personalized recommendations.

Customer Support: A customer support team that is available to answer questions, resolve issues, and provide advice on pet food products and dietary requirements.

Website

Sketches & Mockups

Usability Study Results

Participants generally found that having easy access ingredients and nutritional information to be helpful in making purchasing decisions.

Participants thought it could be easier to create the desired pet food for their pet's specific needs.

The subscription-based ordering feature was the most commonly cited useful feature of the website, with participants appreciating the convenience and flexibility it offered.