A small, family-run bulldog breeder based in California, focused on breeding healthy and well-cared-for bulldogs.
Their website required a complete overhaul to reflect their values and provide a better user experience for prospective buyers.
Figma, Adobe Photoshop, FigJam, Google Workspace, Notion
User Research, User Flows, Wireframes, Prototypes, Usability Studies, Branding
ROLE
TIMELINE
UX Researcher
UX/UI Designer
Jul 2024 - Dec 2024
TOOLS
DELIVERABLES
the problem
The previous website lacked a clear brand identity and was limited to a single page. Key information was difficult to locate, and users found it challenging to contact the business or learn about the breeding process. Additionally, the breeder had no efficient way to update content, making it difficult to manage puppy listings and essential site information.
the solution
We designed a multi-page website with a cohesive brand identity, accessible layout, and structured content to enhance user engagement and navigation. The new design makes it easier for users to find detailed information about the breeder, view available puppies, and contact the business seamlessly. Additionally, we created a simple admin/management system to help the breeder update content, upload new images, and manage inquiries more efficiently.
user research
Through interviews, surveys and usability studies of the current website, with previous clients and other dog owners/lovers, we created an affinity map, with all of our findings, and categorized them into 3 main themes: Users Wanting More Info, Difficulty Contacting the Business and Accessibility/Layout of Website.
pain points
1
Lack of information
Users struggled to find detailed information about the breeder’s practices, puppy health, and availability, leading to uncertainty and hesitation.
Communication
The lack of clear contact methods made it difficult for users to reach the breeder, resulting in frustration and missed inquiries.
Accessibility
Poor layout and navigation, especially on mobile, made it hard for users to browse the site and find key information efficiently.
2
3
user persona
Understanding our audience was key to creating a user-friendly experience. This persona reflects a typical buyer’s needs, ensuring the website addresses key pain points for a seamless adoption journey.
crazy 8s sketching
To quickly explore layout ideas, we used the Crazy 8s method, sketching eight different concepts in a short time. This exercise helped generate diverse layout possibilities and refine the structure for an intuitive user experience.
wireframes: from Low to Mid
Starting with low-fidelity wireframes, we focused on structuring the core pages—homepage, available puppies, about, and contact. After testing for usability, we refined them into mid-fidelity designs, improving hierarchy, navigation, and content placement.
moodboard
The visual direction is inspired by trust, warmth, and professionalism, using a navy, blue, and light blue palette, with yellow as a pop of color to add vibrancy. The design incorporates cutout images of dogs over solid backgrounds for a playful yet modern aesthetic, reinforcing a friendly and engaging brand identity.
high fi wireframes: responsive design
The final design brings together a clean, modern layout with a warm and trustworthy aesthetic. Each screen was carefully designed to provide clear navigation, engaging visuals, and an intuitive user experience across both desktop and mobile.
high fi prototype
The interactive prototype showcases the final design in action, allowing users to navigate through key pages and experience the streamlined adoption journey.
admin : ux to ui
admin : user flows
admin : high-fi wireframes
Next steps…
Expand Content:
1
Design and implement the Stud Service and Testimonials pages to enhance credibility and user experience.
Optimize User Flow:
Improve key interactions and navigation based on initial feedback for a smoother experience.
2
Usability Testing:
Conduct another round of testing to identify pain points and optimize the design.
3
Impact
The redesigned website significantly improves user experience, engagement, and trust by providing a clear brand identity, intuitive navigation, and streamlined communication. Users can now easily browse available puppies, learn about the breeder’s practices, and inquire with confidence, while the breeder benefits from a simplified content management system for effortless updates.
"Our new website makes it so much easier for customers to find info and reach out, and managing updates is a breeze. It truly reflects our brand!"
- David Calderon (owner)