UI Web Design
Pure Joy in Every Bite 'FurryTales Pet'
Pure Joy in Every Bite 'FurryTales'
Team
Yelu Song, Ziqian Wu,
Ava Clark, Joseph Kim
Project Timeline
18 Feb - 20 Feb 2025
Project Role
UX Research,
Prototyping, UI Design,
Brand Identity
Tools
Figma
Team
Yelu Song, Ziqian Wu,
Ava Clark, Joseph Kim
Project Timeline
18 Feb - 20 Feb 2025
UX Research, Prototyping,
UI Design, Brand Identity,
Client Research
Project Role
Tools
Figma
Team
Yelu Song, Ziqian Wu,
Ava Clark, Joseph Kim
Project Timeline
18 Feb - 20 Feb 2025
UX Research, Prototyping,
UI Design, Brand Identity,
Client Research
Project Role
Tools
Figma
Overview
FurryTales Pets Web Redesign
Over the course of a three-day Hackathon, our team set out to redesign the FurryTales Pet website to improve the overall user experience and strengthen brand consistency.
Over the course of a three-day Hackathon, our team set out to redesign the FurryTales Pet website to improve the overall user experience and strengthen brand consistency.
FurryTales Pets Web Redesign
Design Challenge
Design Challenge
FurryTales Pet offers gourmet, small-batch treats for cats and dogs, customized by a certified pet nutritionist. With playful designs like pet portraits on cookies and cakes, the brand blends health, creativity, and fun.
However, FurryTales Pet’s existing website struggled with usability issues and lacked a cohesive brand identity.
How Can We…
…redesign FurryTales Pet’s website to deliver a more intuitive, accessible, and engaging user experience — while strengthening brand consistency and keeping the joyful, playful spirit at the heart of the brand?
How Can We…
…redesign FurryTales Pet’s website to deliver a more intuitive, accessible, and engaging user experience—
while strengthening brand consistency and keeping the joyful, playful spirit at the heart of the brand?
Client Needs
Client Needs
To kick off the project, we met with FurryTales Pet to align on goals, challenges, and priorities.
Here's what we learned:
Challenges
Inconsistent branding and unclear marketing messaging.
No system for customer feedback or custom orders (currently handled via DMs).
Need to better showcase community donations and involvement.
Audience
Young adults (20s–late 30s), with plans to expand into the U.S.
Brand Values
Healthy, homemade, creative, and seasonal treats.
Website Goals
Improve product filtering (age, protein %).
Make the site more playful and interactive, keeping their signature illustrations.
Add a custom order page and highlight wholesale opportunities.
Competitor Inspiration
Loves the branding and layouts from Community Treats and Wiggly Babies.
Extra Notes
Customers prefer shopping in-store; adding store pickup is a future goal.
Gift cards and ambassador programs are low priority.
Main focus: grow the customer base while keeping loyal fans.
To kick off the project, we met with FurryTales Pet to align on goals, challenges, and priorities. Here's what we learned:
Challenges
Inconsistent branding and unclear marketing messaging.
No system for customer feedback or custom orders (currently handled via DMs).
Need to better showcase community donations and involvement.
Audience
Young adults (20s–late 30s), with plans to expand into the U.S.
Brand Values
Healthy, homemade, creative, and seasonal treats.
Website Goals
Improve product filtering (age, protein %).
Make the site more playful and interactive, keeping their signature illustrations.
Add a custom order page and highlight wholesale opportunities.
Competitor Inspiration
Loves the branding and layouts from Community Treats and Wiggly Babies.
Extra Notes
Customers prefer shopping in-store; adding store pickup is a future goal.
Gift cards and ambassador programs are low priority.
Main focus: grow the customer base while keeping loyal fans.
To kick off the project, we met with FurryTales Pet to align on goals, challenges, and priorities.
Here's what we learned:
Challenges
Inconsistent branding and unclear marketing messaging.
No system for customer feedback or custom orders (currently handled via DMs).
Need to better showcase community donations and involvement.
Audience
Young adults (20s–late 30s), with plans to expand into the U.S.
Brand Values
Healthy, homemade, creative, and seasonal treats.
Website Goals
Improve product filtering (age, protein %).
Make the site more playful and interactive, keeping their signature illustrations.
Add a custom order page and highlight wholesale opportunities.
Competitor Inspiration
Loves the branding and layouts from Community Treats and Wiggly Babies.
Extra Notes
Customers prefer shopping in-store; adding store pickup is a future goal.
Gift cards and ambassador programs are low priority.
Main focus: grow the customer base while keeping loyal fans.
Research
Target Audience
Target Audience
Young Adults (20s - late 30s)
Young Adults (20s - late 30s)
Health-conscious, trend-savvy pet owners looking for unique, customizable treats.
Health-conscious, trend-savvy pet owners looking for unique, customizable treats.
Pet Social Media Influencers
Pet Social Media Influencers
Content creators who showcase their pets online and seek visually appealing, shareable products.
Content creators who showcase their pets online and seek visually appealing, shareable products.
Pet Enthusiasts
Pet Enthusiasts
Passionate pet lovers who prioritize quality, creativity, and community when choosing pet treats.
Passionate pet lovers who prioritize quality, creativity, and community when choosing pet treats.
Overall, the target audience for FurryTales Pet leaned toward a younger demographic.
Because of this, both the client and our design team agreed to shift the website’s direction to feel more fun, light, and playful—better aligning with the tastes and expectations of younger pet owners, influencers, and enthusiasts.
Research
Target Audience
Overall, the target audience for FurryTales Pet leaned toward a younger demographic.
Because of this, both the client and our design team agreed to shift the website’s direction to feel more fun, light, and playful—better aligning with the tastes and expectations of younger pet owners, influencers, and enthusiasts.
Overall, the target audience for FurryTales Pet leaned toward a younger demographic.
Because of this, both the client and our design team agreed to shift the website’s direction to feel more fun, light, and playful—better aligning with the tastes and expectations of younger pet owners, influencers, and enthusiasts.
Competitor Analysis
Competitor Analysis
Design Process
Low Fidelity Sketches
Low Fidelity Sketches
We concentrated on the key areas where the client’s design needed the most enhancement—specifically the product page, subscription pop-ups, value proposition, and FAQ section.
We concentrated on the key areas where the client’s design needed the most enhancement—specifically the product page, subscription pop-ups, value proposition, and FAQ section.
Visual Mood Board
Visual Mood Board
To define the visual direction, we developed mood boards inspired by social media trends, competitor sites, and the brand’s unique personality.
| Minimal, Bold, Vibrant Colors, Photo & Line Art
To define the visual direction, we developed mood boards inspired by social media trends, competitor sites, and the brand’s unique personality.
| Minimal, Bold, Vibrant Colors, Photo & Line Art
Typography Mood Board
Through our research on Pinterest and Behance, we noticed that many modern pet brands favor bold, vibrant typefaces combined with clean, contrasting fonts for balance.
| Eye Catching, Playful, Sans - Serif, Bright and Playful Color Palette
Typography Mood Board
Through our research on Pinterest and Behance, we noticed that many modern pet brands favor bold, vibrant typefaces combined with clean, contrasting fonts for balance.
| Eye Catching, Playful, Sans - Serif, Bright and Playful Color Palette
Final Design
Testing & Validation
Testing & Validation
We conducted user testing with a dog owner and a graphic designer, who gave feedback that helped refine the site's visual consistency.
We conducted user testing with a dog owner and a graphic designer, who gave feedback that helped refine the site's visual consistency.
Home Page
Home Page
Before
Before
Minimal, but missing the playful branding elements the owner envisioned.
Minimal, but missing the playful branding elements the owner envisioned.
After
After
After
The redesigned site features clearer navigation by separating cat and dog treats, incorporates customer reviews for added trust, and brings more personality to the "Our Story" and FAQ pages. Whimsical illustrations add a playful touch that strengthens the overall brand identity.
The redesigned site features clearer navigation by separating cat and dog treats, incorporates customer reviews for added trust, and brings more personality to the "Our Story" and FAQ pages. Whimsical illustrations add a playful touch that strengthens the overall brand identity.
Product Page
Product Page
Before
Before
The product page lacked clear categorization, and the imagery didn’t effectively inspire purchase intent. Overall, the layout felt unfinished and didn’t convey a professional impression.
The product page lacked clear categorization, and the imagery didn’t effectively inspire purchase intent. Overall, the layout felt unfinished and didn’t convey a professional impression.
After
After
After
The updated design improves the filtering system for easier product discovery, adds bordered cards for clearer visual structure, and features high-quality images that make the treats more appealing. The overall layout feels more professional, organized, and engaging for shoppers
The updated design improves the filtering system for easier product discovery, adds bordered cards for clearer visual structure, and features high-quality images that make the treats more appealing. The overall layout feels more professional, organized, and engaging for shoppers
About Us
About Us
Before
Before
The layout came across as rigid, with dense text that could overwhelm customers. It also lacked the playful, engaging visuals needed to truly reflect the brand’s personality.
The layout came across as rigid, with dense text that could overwhelm customers. It also lacked the playful, engaging visuals needed to truly reflect the brand’s personality.
After
After
After
We reworked the layout to be more visually dynamic and illustration-focused, while condensing the text to emphasize key messages. This created a more approachable and engaging storytelling experience
We reworked the layout to be more visually dynamic and illustration-focused, while condensing the text to emphasize key messages. This created a more approachable and engaging storytelling experience
Contact Us & FAQ
Contact Us & FAQ
We unified the layout across both pages to create a cohesive look that reinforces brand identity. Playful illustrations boost visual appeal, while high-contrast colors enhance readability and ensure key information stands out.
We unified the layout across both pages to create a cohesive look that reinforces brand identity. Playful illustrations boost visual appeal, while high-contrast colors enhance readability and ensure key information stands out.
More Works.
More Works.
