E-commerce · Pet Supplies
Happy
Doggo
Turning a high-intent pet brand into a faster, simpler storefront - cutting checkout friction, speeding up pages, and lifting conversion without a full rebuild.
- Role
- Product & Project Lead
- Platform
- Web storefront
- Scope
- Funnel, checkout, performance
- Outcome
- +40% conversion
+40%
Conversion lift across the storefront
Funnel-wide measurement
-25%
Cart abandonment after checkout simplification
Checkout funnel
+35%
Monthly revenue growth post-launch
Business impact
The problem they were living with
Demand was clear, but the purchase flow carried too much friction. Customers browsed but abandoned carts at high rates.
Checkout had too many steps and too many decisions. The homepage was cluttered, making product discovery harder than it needed to be.
Slow page performance compounded everything - every extra second cost orders.
- ✕High cart abandonment despite strong intent and traffic
- ✕Multi-step checkout with redundant fields and unclear shipping
- ✕Slow page loads dragging down conversion and SEO
- ✕Cluttered homepage burying bestsellers and category entry points
- ✕No clear path from category to product for new visitors
- ✕Limited visibility into where customers were actually dropping off
The vision: one platform, every stakeholder
Treat this as a conversion problem first - not a redesign. Use funnel data, customer feedback, and competitor benchmarks to drive a focused set of changes that move the numbers without unnecessary complexity.
Streamlined checkout
Fewer steps, fewer fields, clearer shipping
Performance pass
Faster page loads across home, PLP, PDP
Homepage refresh
Cleaner layout focused on bestsellers
Discovery & navigation
Clearer paths from category to product
Funnel instrumentation
Visibility into drop-offs at every step
Trust & social proof
Reviews and reassurance closer to CTAs
Cart UX
Faster add-to-cart and clearer line totals
Post-purchase comms
Tighter confirmation and shipping updates
How I worked
01
Discover
Reviewed funnel analytics to pinpoint drop-offs across browsing, cart, and checkout.
02
Prioritize
Used interviews and competitor research to map friction. Sequenced wins by impact, not effort.
03
Deliver
Coordinated design, dev, and QA on focused checkout, performance, and layout updates.
04
Instrument
Measured conversion, abandonment, and load time - and let the data drive the next sprint.
What we shipped, and what it changed
Conversion
Lifted conversion 40% across the storefront after checkout and performance changes shipped together.
Funnel impactCheckout
Cut cart abandonment 25% by simplifying checkout steps and clarifying shipping early.
UX improvementRevenue
Drove a 35% increase in monthly revenue without changing acquisition spend.
Business impactPerformance
Page-speed improvements made the storefront feel noticeably faster across home, PLP, and PDP.
PerformanceDiscovery
Cleaner homepage and navigation made bestsellers and key categories easier to reach.
DiscoveryOperations
Funnel instrumentation gave the team a shared view of where customers actually dropped off.
VisibilityWhere I'd take it next
Conversion was the unlock. The next layer is personalization - using browsing and purchase signals to make every visit feel built for that customer.
Personalized product feeds
Surface bestsellers and reorder candidates based on past behavior and pet profile.
Subscription & autoship
Recurring orders for food and consumables to lift LTV and reduce repeat-purchase friction.
Smarter cart recovery
Triggered nudges based on funnel stage, not just generic abandonment emails.
Reviews-driven merchandising
Use review signals to merchandise PLPs and PDPs more honestly and effectively.
Want to talk product?
Open to PM roles, advisory work, and AI-driven collaborations.
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