UI Web Design
Overview
FurryTales Pet is a specialty company that crafts gourmet, small-batch dehydrated and fresh-baked treats for cats and dogs.What makes them unique is their customizable treats, tailored to each pet’s specific needs, and their creative touch—incorporating detailed pet portraits into cookies, cakes, and other treats.
Led by a certified pet nutritionist, FurryTales Pet combines health, fun, and artistry to turn everyday treats into playful experiences for both pets and their owners. Our goal was to create a new website that feels playful yet professional, easy to navigate, and a true reflection of the company’s passion for healthy, personalized pet treats.
FurryTales Pet’s existing website struggled with usability issues and lacked a cohesive brand identity.
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.
Young Adults (20s - late 30s)
Health-conscious, trend-savvy pet owners looking for unique, customizable treats.
Pet Social Media Influencers
Content creators who showcase their pets online and seek visually appealing, shareable products.
Pet Enthusiasts
Passionate pet lovers who prioritize quality, creativity, and community when choosing pet treats.
Design Process
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.
Final Design
Home Page
Before
Minimal, but missing the playful branding elements the owner envisioned.
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
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 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
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.
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
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.
Design Process
