INTERNSHIP PROJECT
Hill's Pet Profile Hub
Personalized manage pets' health
BACKGROUND
In the summer and fall of 2023, I worked for Hill's Pet Profile HubTeam at Colgate-Palmolive, where I worked on designing the new navigation.
OUTCOME
Redesign the information architecture of the navigation of the pet profile hub and develop components to complete the design system and apply it in creating high-fidelity prototypes. The new design has Reduced error rate on task by 60% and Increased in SUS score by 63.
DURATION
6 Months
MY CONTRIBUTION
Product Design / User Research / Design system / Information Architecture / Usability testing / Prototyping
TOOL
Figma / Jira
- OVERVIEW -
What is Pet Profile Hub
Pet Profile Hub is a personalized space that helps users learn about & manage their pet's health while maximizing their relationship with Hill's— giving them the tools they need to keep their pet happy and healthy.
Problems
-
The layout of the current navigation is hard to understand, users find it difficult to find the features they need and easy to get lost.
-
The SUS score for the current site is only 22, which is way lower than the average.
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The current features are not engaging enough to encourage the user conversion, resulting in a rate below 10%.
- RESEARCH -
20 Interviews and card sorting activities to prioritize users most valued features for pet profile hub
The team conducted 20 interviews and card sorting activities to learn about pet parents’ journey and their pain points as well as guide users to prioritize the features through rating according to the metrics 'value' and 'frequency'. After aligning insights with the product and business team, we prioritized the following most valuable features to add to our new design.
- GOAL -
Improve the usability of the navigation for users to easier access these features without confusion.
- SOLUTION OVERVIEW -
Rebuild the information architecture to improve overall user experience
Through multiple user tests to consistently improve the information architecture to make it adapt to the new navigation design, building a smoother experience and helping users easily use Hill's profile hub to better manage their pets' health.
Refined design system and used the components to build consistent interfaces
Complete and refine the design system by updating components with new designs, use these components in designing interfaces, and add detailed annotations for seamless design handoffs to developers.
Create tabs to categorize features and use the 'mother tab' concept to minimize user errors
Implement tabs to display various sections for each pet, ensuring that features are well-organized. Given that some elements could fit under several tabs due to their relevance, conducting user tests helps identify the most appropriate 'mother tab' for editing. This setup allows elements to be listed under related tabs but directs users to the 'mother tab' for modifications, effectively decreasing the chance of user confusion when they cannot find features where expected.
- IMPACT -
Reduce user error rate on tasks by 60% by restructuring the site architecture and involve mother tab concept.
Boosted the SUS score to 85, marking an increase of 63.
(Introduction of refined pet profile hub)
- DESIGN SYSTEM -
Refine design library and produce detailed handoffs
I helped to refine the design library, create a seamless handoff for developers, and design interfaces using the design components.
(part of the design library)
- TAKE AWAYS -
Make decisions through cross-team collaboration
Through collaborating with engineering, product, and business teams, I've learned the importance of not just relying on my own decisions but also valuing the perspectives of other teams. Often, their views and concerns can help me to make design decisions, and engaging in communication with them provides valuable insights and constraints.
Flexibly applying multiple types of tests
Through this internship, I've learned various user test methods, including moderated, pilot, tree, and card sorting tests. Applying these tests strategically at different stages has enabled our team to gather crucial insights specific to each phase, enhancing the design and identifying problems early on in a cost-efficient manner.
Negotiating from a designer's perspective
As a UX designer, adopting the users' perspective is crucial, and this internship provided me with genuine experience. I've learned that in the industry, designers often face the challenge of balancing different constraints and requirements. However, I maintain that a successful product can fulfill both user and business needs. For instance, in a separate project, I advocated for the users by using data to convince the business team to streamline the registration process, thereby enhancing the user experience.
Daily team alignment and actively seeking feedback
Consistently coordinating with product and engineering teams to share updates on design progress and specifics has been a crucial learning experience for me. For the product team, reviewing the roadmap and setting priorities is key. For the engineering team, delivering detailed design handoffs and clarifying the flow is essential. Moreover, soliciting feedback from both design and cross-functional teams has offered valuable insights.