About the Company:

Entirelypet.com is an e-commerce website that sells pet food and supplies. Healthypets.Inc. was founded in 1997, and the mission is to help pet owners improve and care for their pets at unbeatable prices and with outstanding customer service.

Role: UX/UI Designer

In 2016, I joined the company to help redesign the e-commerce website. My responsibilities included user research, concept development, product strategy, aligning stakeholders on product goals, information architecture, designing user flows, visual design, interaction design, prototyping, user testing, and quality assurance.

Defining the Problem:

This online store contains millions of products and it is targeting customers are not tech-savvy. It is difficult for the users to find the specific items they are looking for. The current browsing experience of Entirelypets.com is stressful and overwhelming.

Design Goals:

  1. Improve the top navigation hierarchy, so it's more accessible for the users to browse the product
  2. Landing page redesign features more products to drive revenue
  3. Optimize the shopping experience by redesign the product category page and product detail page


Our customer focus groups are men or women who are aged 45 - 70 years old. These types of users have specific needs in terms of online shopping. Understanding these particular users will help us understand their pain points and what drives them to purchase. We interviewed the participants who are our regular shoppers to help us create our user persona.

Top Navigation Design

This website contains millions of products. Improve the browsing experience by enhancing the hierarchy of the top navigation will help our users quickly find the product.


Final Design

Homepage Design

The homepage is where we display all the promotions and featured products. There are four types of elements: the main banner, banner #2, banner #3, and featured categories. The goal is to have the users quickly scan the promotions without being bored.


Product Page

In e-commerce, product pages are critical to the success of a site. Customers need to have enough information to make an informed purchase decision. The product page or product detail page is where users decide whether and what to buy. The two theories we are followed is be complete, but not wordy or fluffy, and Use images or videos to answer questions.


After we redesign the website, our users are delighted with the new design. We received much positive feedback from our users, and we increased sales as well. The stakeholders are very pleased with the result.