Background

I was responsible for leading the user experience design of Petco's ecommerce mobile app. I wire-framed end-to-end experiences for shopping, account management, Petco's repeat delivery (subscription), and store locator.

The Challenge

Although Petco is a leading pet e-commerce company, they lacked a mobile app that could compete with competitors like Chewy. Petco needed shopping experience personalized for each customer's specific pet needs and emphasized repeat delivery to save customers time and money.

Task

My task was to design a native mobile app for Android and iOS. I was responsible for wireframing, interaction design, information architecture, and taxonomy.

My Process

I did an analysis of direct and indirect competitors such as Chewy, Walmart, Amazon, Target, Etsy, and Home Depot. I also worked closely with Petco's subject matter experts to inform my designs. Based on my research, I created concepts and wireframes which I presented to Petco on a weekly basis.
A pet profile was implemented in order to personalize the shopping experience. By entering one's pet info, the app would know enough about the pet (age, breed, etc.) to personalize product recommendations.
Repeat delivery was emphasized on the product detail page, rather than only in the cart (which is what Chewy does). I wanted the benefits of repeat delivery to influence the purchase decision.

Outcome

The result was a user-friendly app that brought new life to the Petco brand. The Petco app has 4.7 stars with over 14k ratings on the iOS app store and 4.1 stars on the Android store with most complaints mentioning issues outside of the scope of design (bugs, rewards points issues, etc.).