Effortless shopping, recognizable branding, and happier customers!
Project Overview- A custom eCommerce provider faced an outdated wallet and checkout system, struggling with autoship orders, expired cards, and scheduling issues—plus a critical branding misalignment.
Design Problem- With a tight budget and resources, the focus was on high-impact fixes and incremental improvements leading to a broader solution.
Goal- Create a seamless digital experience by refining branding, improving checkout usability, and redesigning promotional emails to boost engagement.
Result- The redesigned wallet simplified checkout, easing autoship updates for expired cards. Branding updates strengthened recognition and trust, aligning the experience with each clinic’s identity.
Role- UX/UI Designer | Marketing
UX & visual design, email strategy
Status- Ongoing, with key elements implemented.
Timeline- Varied
Wallet Functionality & UX Optimization
A custom eCommerce provider needed functionality upgrades to support growth, but an outdated design was hurting credibility. A full redesign wasn’t feasible, so I recommended targeted visual and functional updates.
Wallet Overhaul
The wallet required a strategic rebuild with a strict scope to prevent site-wide disruptions. I designed a seamless, user-friendly experience aligned with prepared user journeys.
Key Wallet Improvements:
Clearer card expiration alerts
Streamlined autoship order management
Simplified credit card handling (add/remove/update)
Custom nicknames for payment & shipping
I also advised shifting focus from the eCommerce brand to the veterinary clinics, ensuring pet owners connected with their trusted vet—not an unfamiliar name.
Card Elements & Button Functionality
Designed clickable credit card elements with interactive states for rollovers and clicks, enhancing the Wallet feature’s usability.
The site still lacks clear button elevation. Subtle depth cues were recommended for future updates.
Before:
Visual & UX Enhancements
A full redesign wasn’t feasible, but targeted updates improved usability and brand trust:
Elevated veterinary practice logos in headers
Streamlined navigation, headers, and footers for clarity
Enhanced shopping cart visibility
Eliminated redundant text
These refinements created a more intuitive, frictionless experience, strengthening consumer trust in their vets and driving higher sales and engagement.
Desktop-First Approach
This eCommerce provider operates with a desktop-first mindset, yet mobile purchases continue to grow. While the site isn’t well-optimized for mobile, the Wallet feature is designed for mobile interactions, providing a seamless experience across devices.
Email Overhaul: UX Writing & Design
A custom eCommerce provider’s promotional emails prioritized its own brand over the trusted veterinary clinics, unintentionally sidelining the clinics and weakening customer trust.
Identifying this critical misalignment, the redesign shifted focus to each clinic’s branding, ensuring pet owners recognized their veterinarian—the provider they trusted.
Key improvements:
Prioritized clinic branding over eCommerce
Refined UX copy for clarity and engagement
Improved CTA visibility
Curated stronger, more relevant visuals
The overhaul reinforced trust, increased engagement, and drove sales by strengthening the connection between pet owners and their local vets.
