PEDIGREE / BBDO NY / UX LEAD
Pedigree.com got a facelift.
Revamp the website for more streamlined content, easier navigation, better usability, and updated look & feel.
The biggest challenge here was the fact that it was very content heavy. There were hundreds of articles, videos, and some otherwise helpful material that didn’t really see the light of day because of how buried they were. Navigation was also problematic due to error links, or pages that were nestled deep that you could only find rabbit-hole style.
We conducted usability testing on the original site and identified problem areas in navigation and layout. Combined with a full site audit and competitor analysis, we then used tree testing to propose and iterate on a new, more streamlined architecture. In addition to content, we also user tested and optimized all of the new layouts and formats: the dog age calculator, the breed match tool, the adoption finder, products, company intro, FAQ, articles, etc.
Furthermore, we added interesting iconography and instilled an overall design language that gives the website a much more energetic and fun facelift.
feature / BREED MATCH TOOL
By answering 17 questions, this tool calculates the most suitable breeds for the user.