Freshpet
Product selector tool redesign
Challenge
Testing and visitor surveys on Freshpet.com let my team know that our product recommendation tool was not providing pet parents the customized pet food options they were truly looking for. Product recommendations were faulty due to a broken weighting system to deliver the right product based on user inputs. But the tool also lacked warmth & personality to get people through to the finish line.
Role
Project managed developers and graphic designers end-to-end
Identified opportunities for redesign in exit surveys
Collaborated directly with developers to test tool functionality and language pre and post-launch
UX Writing
Tools
Foresee - Main tool in identifying our issues from written user surveys
SurveyMonkey - For getting user feedback on important decision-making factors when choosing a new pet food
Solution
As one of the main conversion tools on Freshpet.com, my team decided to revamp the product recommendation tool with a new user-friendly experience that would give users accurate pet food products their pets would truly love based on user prompts and their specific needs.
I looked through surveys and user feedback to discover the common things pet parents wanted from the tool itself and what kind of characteristics they held important when looking to switch their pet’s food.
With that I developed a dynamic questionnaire allowing the user to receive a much more personalized product recommendation based on their pet’s activity levels and allergies, and the user’s retail and pet food usage preferences. I was responsible for writing UX copy, adhering to Freshpet’s conversational and inviting voice and tone guidelines. I also partnered closely with our design/development agency to make sure functionality was easy and simple through both desktop and mobile experiences, and made sure the weighting system in the CMS was reconfigured so that results were more accurate based on user inputs.
Results
With a new an improved look, better survey questions, updated language, and UX, bounce rates decreased by 10%, time on page significantly increased, and completion rates increased dramatically to 80%. Foresee survey results also showcased the tool was now providing more useful meal suggestions.
