Canagan

The Problem

The client needed a modern e-commerce solution that was mobile friendly and reflected the quality of their brand. Using premium quality ingredients meant transparency was a major key selling point for the brand as was supporting independent stockists. One of the biggest challenges was to create a repeat order model that accounted for various IF > THEN criteria.

THE PROCESS

Industry Trends

The marketplace was reviewed looking at both mainstream and bouquet brands. A number of pet owner research reports by Mintel were also reviewed to understand current trends and attitudes.

Listening tour

To fully kick the project off the team visited the client site to discover how the business operated and their overall goals.

Spoke to the experts

Stockists were an important part of the clients business as they helped educate customers on the product’s benefits. Speaking to a number of experts from various stores helped to understand why people buy premium brands, the importance of kibble sizes and the difference in wet and dry food.

Ideation workshop

After a knowledge sharing session with the team, a workshop was used to generate a number of ideas.

To start, empathy mapping was used to create a shared vision of the customer, followed by several rounds of sketching before dot voting the best elements.

Early prototype testing

Using the strongest ideas a simple mobile prototype was created and tested in-store with customers. The feedback helped improve the content hierarchy and how the feeding calculator and repeat order service would work.

Branded prototype testing

As the functionality became clearer the team worked with the external branding agency to define the final look and feel. A high-fi InVision prototype was tested in-store to gain feedback on the overall design aesthetics, the refined feeding calculator and repeat orders functionality. Customer feedback was positive particularly around understanding USPs and being able to browse and compare products.

The Outcome

The company was able to elevate its brand online with increased activity and customers signed up for repeat orders.