Summary
TrustedPals is a new pet insurance brand aiming to offer more than just insurance, it combines pet care services, a shop, and a social platform. I was brought in to lead the design of the digital product experience from scratch, including branding, UX, and UI. My focus was on building seamless journeys for users to purchase insurance, shop for products, and manage their accounts through an intuitive platform.
Challenge
The main challenge was to create a comprehensive and easy-to-use digital experience that catered to multiple user needs, from buying pet insurance to shopping and managing accounts. This meant building multiple journeys with distinct functionalities while maintaining a consistent and engaging brand identity. The shop, in particular, needed to be built from the ground up, with a full checkout flow optimised for conversion and ease of use.
Process
Discovery & Research: I worked closely with stakeholders to define user goals and mapped out end-to-end journeys across all services.
Branding: I led the visual identity development, defining colour palettes, typography, and art direction that would appeal to pet owners and communicate trust.
UX Design: I created wireframes for the full checkout flow, including product browsing, filtering, and cart management.
UI Design: I designed responsive, mobile-first interfaces, ensuring clarity and ease of use at every step.
Prototyping & Iteration: Built interactive prototypes to test flows and refine the experience through multiple feedback rounds.
User Testing
Tested early prototypes with real users to assess product discoverability, checkout efficiency, and clarity of product pages. Insights from testing led to simplification of filters and more intuitive cart interactions.
Pet store check out journey screens
Homepage
Pet store home page showing the main banner image, with value proposition at the bottom of the banner. We have Call to Action button to take the user straight to the advertised product page, also main categories of the store is listed below the banner image, (food, clothing, treats, novelty, grooming) we also have recommended items on this page, based on needs of the individual users.
Product pages
Mock up above shows the product page for a dog food selection, where user can browse through the categories of food effortlessly, they can also filter by dogs age, brand, and food type. Once they select the desired product, journey continues on a product description page, where user can add the item to the basket and proceed to checkout.
Checkout Experience
I designed the easy to use system for the checkout process, where design represents a good example of easy access to the shopping cart. When the item is added to the cart it happens automatically, without extra clicks.
I made it easy for the users to update the contents of their shopping cart, by having the remove button next to each product. They can also update the product quantity here if needed.
Once they reach the checkout page, they will have all the previously saved information, all the input fields and instructions are clean and easy to follow.
Final step of the process is the thank you page, where the user can take a final look at the order details, make sure they have entered everything correctly. If they made a mistake somewhere in the process we offer contact information for the customer service team.
Outcome
A responsive e-commerce experience designed specifically for pet owners.
Streamlined navigation with personalised product suggestions.
Simplified checkout with clear cart interactions and minimal friction.
A cohesive brand experience applied across digital touchpoints, from homepage to thank you screens.
Increased confidence in the shopping journey through clarity and trust-building design.