Paradigm Pet
Professionals

UX/UI Redesign

TOOLS:

INTRODUCTION

I was tasked with redesigning the Paradigm Pet Professionals website—a resource dedicated to helping new and prospective pet owners make informed decisions about caring for dogs, cats, fish, and other animals. The original site featured a basic layout with minimal design consideration, lacking structure, visual appeal, and user engagement.

My goal was to transform the site into a welcoming, informative, and user-friendly platform. The redesign focused on creating a clean, intuitive interface that supports the needs of first-time pet owners while encouraging them to explore care tips and schedule personalized consultations. While initial content centers on dogs, cats, and fish, the design was built to scale, allowing for the seamless integration of additional animals in the future

HEURISTIC'S RESULT

The initial assessment revealed several usability and structural issues that hindered the overall user experience:

Content was difficult to understand due to lack of clarity and organization
The site lacked a logical flow, making navigation unintuitive
The navigation bar was either non-functional or only partially operational
There was no clear structure to guide users through the content
Information was both limited and scattered, reducing its usefulness and accessibility

PERSONA

After conducting market research, I shifted focus to gaining a deeper understanding of the target audience. I developed a user persona that captured the key characteristics, behaviors, and motivations of the ideal customer. This insight allowed me to better understand their needs and preferences, enabling a more tailored and user-centric website design.

Silvia

AGE: 25

OCCUPATION: Employed

LOCATION: City

FAMILY: Single with 5 year old child

Goals

Find an animal that her child can grow up with and keep both of them active.

Behavioral

- Every weekend they go to the large park at the center of the city and spends the whole day out

- Her child has a mild form of PTSD and would need a buddy to help her calm down in crowded areas

IDEATION

To ensure the success of the project, I began by identifying and prioritizing the key elements that would contribute to an effective redesign. The primary focus areas included:

Visibility - Enhancing brand presence and ensuring important information is easily seen

Visual Hierarchy - Organizing content in a clear, intuitive manner to guide user attention

Credibility and Trust - Building trust through professional design and accurate, helpful information

Expanded Categories - Introducing additional content areas to support a broader range of pet owners

Comprehensive Information - Providing users with in-depth resources to make informed decisions

DESIGN

Through the development of multiple mid-fidelity prototypes and the integration of external feedback, I was able to identify and implement several key improvements to enhance the user experience. These enhancements included:

Enlarging the company name for greater visibility and brand recognition

Refining the layout of the landing page for improved clarity and navigation

Ensuring compatibility and usability across all generations of devices and technology

creating a more welcoming and user-friendly interface to better engage visitors

HI-FI