Startup Site Redesign

Sundays wanted a design upgrade.

The startup Sundays for Dogs is a premiere, subscription based website for animal lovers who want to treat their dogs. This project was to help redesign a homepage, checkout, product details and a cancellation system.

*Since i have rolled off of this project, the website has been (thankfully) rebranded but a lot of the ideas and UX optimizations I proposed are still there looking better than ever.

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Data driven design with limited user input.

Sundays is a startup. One thing I learned during this project is the value of speed. There was less time to think and more time to experiment. This is vastly different than enterprise UX.

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Fast, piecemeal UX optimization.

The first step was to seek out best practices. From that point, I would collaborate with internal stakeholders on design decisions. Finally, I would make the designs and pass them to development.

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Full Throttle Product Design.

My role on this project was UX Lead. The team emphasized speed over research so the focus was Product Design. To prepare for design, I conducted a competitive analysis and dove deep in Sundays analytics to understand user flows. For design, I was responsible for high-fidelity mockups of each screen and a new component design system.

• Product Design
• Prototypes
• Competitor Research
• User Research
• UX Strategy
• Component Library

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Learning the prestige dogfood landscape.

Sundays sells nutritious, fresh dog food to improve canine lives. There are a lot of competitors in the space: Ollie, Bezzie, Nom Nom, Farmers Dog and even cat food sites such as Cat Person. I did some competitor analysis to unearth best practices.

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Enhance, improve and optimize.

The focus was on product design rather than user research, which was refreshing. Armed with my evaluations I created a series of over 50 different designs in Figma. The design opportunities I tried to address are shown below.

• Design interactive and informational components for quick information since most people stay on the site for an average of 13 seconds
• Ensure most primary calls to action navigated the user to the Product Quiz to get their pooch matched up with a food plan
• Update the design elements so they appeared more modern and simplified.
• Use visualizations to simplify complex processes such as subscription models or how much to feed.

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Collaborative product design, first and foremost.

Collaboration was key on this project. While there was a fair amount of autonomy, I wanted to ensure everyone had a voice for something as important as a redesign. This took the form of workshops and design sessions working on designs and functionality. I worked in Figma to conceptualize and eventually finalize the designs for development.

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Sundays on steroids, usability buff activated.

Collaboration was key on this project. While there was a fair amount of autonomy, I wanted to ensure everyone had a voice for something as important as a redesign. This took the form of workshops and design sessions working on designs and functionality. I worked in Figma to conceptualize and eventually finalize the designs for development.

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Stats and figures.

Measurable results after the new designs went live. A lot of these were pulled in from FullStory to help understand business impact as well as usability of the new designs.

• 11% Reduction in abandonment for quiz flow on Sundays
• 6% Increase in amount of winbacks from new cancellation flow
• 5% increase in product detail page activity after the redesign
• 7% Increase in subscriptions year over year

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Sundays is supercharged.

I worked on Sundays website all through 2022 and into 2023 and loved every moment. The design was fun and the collaboration was refreshing. I'm glad to see them implementing some of my ideas and improving the experience overall. They have continued to improve things and implement usability best practices.

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