PetSmart
UX Strategy - Ecommerce
Role: Strategy Lead | Deliverables: Stakeholder interviews, primary research analysis, persona enrichment, ecommerce audits, user behaviors, user needs, current/ideal state journeys, optimization opportunities, vision statement, UX/design principles
Results: Opportunities for optimizing PetSmart’s ecommerce experience estimated to deliver $150 million revenue in year one
Challenge: PetSmart’s ecommerce experience was lagging competitors. It was not ready to meet the needs of its increasingly digital customers, and it was losing millions of dollars in revenue due to fall out across purchase journeys.
Strategic Approach: I broke the project into three phases: (1) define the current state, (2) identify the ideal state and (3) design new experiences.
Phase 1: Define the current state of PetSmart’s ecommerce experience
I conduced 15 stakeholder interviews, analyzed/synthesized 200+ pages of research, enriched existing personas with new insights and audited current site/app experiences for PetSmart, competitors and best-in-class retailers. Work samples:




