Client

Established in 1988, Pet Supplies Plus has evolved into a network of over 700 franchised and corporate Pet Centers (up over 39% in the last three years) spanning 33 states in the U.S. In a testament to its prominence, Pet Supplies Plus claimed the top spot for the pet industry in Entrepreneur Magazine's prestigious Top Franchise 500 in 2023. In addition, Pet Supplies Plus secured the 22nd spot in the prestigious Entrepreneur Magazine Franchise 500 in 2024.

Problem

• To better inform potential franchise owners about the amazing opportunity with Pet Supplies Plus

• To increase the amount of potential, qualified leads and conversion rates for mobile, desktop and tablet devices

• To increase the robustness of the website’s SEO and SEM efforts

Solution

• Through data-rich, informative, focused content, engaging infographics and testimonial videos, we were able to reinvent the entire website

• Our team created a mobile-friendly and responsive website that is on-brand, meanwhile, creating an engaging user experience

• By creating clear call to actions, intuitive page layouts and ensuring the customer lead form was highly visible, we surpassed the clients business goals

My role as a Senior UX/UI Designer

• UI Style Guide

• Visual Design

• Wireframes

• High-fidelity Prototypes

• Client Presentations

• Quality Analysis

Creative

The client requested a fresh approach to their existing website that aligned more closely with the consumer brand website. With that in mind, we leveraged PSP’s brand elements such as: typography, color palette, iconography, content imbibed with PSP’s personality, all packaged in a user-focused, site architecture.

UI Style Guide

To increase efficiency and avoid misinformation, I created a UI Style Guide document to ensure critical, concise information was openly shared amongst the entire team.

Execution

Wireframes

After the sitemap and content strategy outline were approved, I created the foundational blueprint of the website in both mobile and desktop wireframes. I wanted to ensure that everyone had a unified, clear goal and solid understanding of how the site would look, function and how it would improve upon their existing website.

High-fidelity Mockups

After feedback was implemented and improvements were made to the working, wireframe prototypes, I transitioned both mobile and desktop formats into high-fidelity mockups in Sketch. After which, working prototypes were created in InVision to share with the client and internal team. After which, we received additional, key stakeholder and internal feedback, then created several iterations leading to overall site improvement.

Conclusion

Results

1. After launching the new website, the percentage of qualified leads increased from 4% to 35% while maintaining volume. Pet Supplies Plus is seeing all-time highs in qualified leads, up 26%.

2. Other notable metrics include 129% more new Franchise Owners, 600% more new Franchise Owners with signed multi-unit locations and 178% more new franchise stores.

3. Potential Franchise Owners clearly understand the Pet Supplies Plus story and the value of owning a PSP franchise.

4. Potential Franchise Owners are able to easily navigate to the customer lead form and learn more information about available territories in their area.

Lessons Learned

• Distill the data. By leveraging the latest user data and Google Analytics data, we were able to focus our efforts on creating better, more fluid user experiences that needed the largest improvements and ones that yielded the most ROI.

• Additional assets. Before beginning the website process, it would have been very beneficial to conduct a photo shoot and video shoot to ensure updated assets would be available to tell the unique Pet Supplies Plus story in an effective manner.