CATPROFILER
CONTRIBUTORS
Role: Visual Designer, Product Manager
CatProfiler is a San Antonio based cat behavior expert that specializes in reuniting lost cats with their families and improving unruly cat behavior. They provide in person behavior and lost cat consultations, and also offer a lost cat focused web application that allows owners to input their missing pet’s information and receive a personalized behavioral profile to guide them in their search.
Problem: CatProfiler was struggling to both attract site traffic and make conversions for their lost cat application, and felt that their brand didn’t accurately reflect their business
Task: Reconstruct CatProfiler’s website with an improved user experience and visual design that will encourage a higher conversion rate for their application, and create a new brand design
WEB AND BRAND OVERHAUL
195% INCREASE IN PAGEVIEWS
579% INCREASE IN APP SALES
THE PROCESS
INFORMATION GATHERING
Before we could rework CatProfiler’s website design, we needed to evaluate what kind of business CatProfiler was, where they stood in relation to other online pet services, and what was and wasn’t working on their existing website. To start, we conducted discovery sessions where we worked with CatProfiler to understand their brand goals, pain points, target audience, measures for success and overall vision.
Once we gained a clear understanding of CatProfiler and their goals, my team set to work to identify areas for improvement with CatProfiler’s existing website in regards to its visuals, copywriting, and flow by working through basic website tasks. Finally, we took some time to analyze CatProfiler’s business domain and competitive landscape to understand how we could best represent CatProfiler to make their brand stand out.
We found that:
CatProfiler felt their brand was too dark and depressing, and wanted to inspire more positivity in their users
The current website had large blocks of text, making it difficult to skim the page for relevant information
There were few up-front statistics and visuals to inform users of what they were purchasing
CatProfiler’s web application did not stand out as a purchase option on the website
CatProfiler only had PayPal as a checkout option, which many users may not have
DESIGN
We kicked off the redesign with a soothing color palette of cool toned pastels, with an emphasis on gradients and shades of purple to imbue the brand with a sense of welcoming, hope and dependability.
To break up the large blocks of text, we utilized relevant iconography and images, and reworked section structures to make content more concise and easy to navigate while still accurately communicating CatProfiler’s message.
To shift the focus of the website to CatProfiler’s web application, we brought it to the forefront of key pages through:
Comparative pricing tables and calls to action to communicate the application’s value and drive users to the registration page
Statistics, data visualizations and testimonials for credibility.
In order to increase purchase confidence, we needed to consider the user journey prior to app registration. I proposed the creation of a new lost cat help page, meant for users who were unsure about buying and want more in depth information on CatProfiler’s different lost cat services. On this page, we delved further into the processes and results behind CatProfiler’s services including explanations, images displaying how CatProfiler’s web application works, and relevant iconography to increase user understanding of CatProfiler’s products. Calls to action were included on this page as well, to direct users to the registration page with newfound confidence.
Finally, on the registration page we included a step-by-step of the purchase and application’s process for users who hadn’t visited the lost cat help page, as well as web application FAQs and links to CatProfiler’s success stories page to ease common lingering concerns users may have before making their final purchase.
We utilized a stripe integration to allow for a credit card payment option for non PayPal users.
THE RESULT
We implemented the designs in WordPress, with supplemental JavaScript, PHP, CSS and HTML to accomplish site design and functionality that the base editor was unable to generate. We monitored the site analytics and individual user journeys to assess the effectiveness of the new design. When compared to the previous year, the site’s page views had gone up by 195%, and the application sales went up by 579%.
CONTRIBUTIONS
JavaScript, PHP, CSS, and HTML coding
SEO optimization
Performance optimization / bug catching
Co-designed Figma Mockups
Client communications
Copywriting