Dogfy diet website
Project overview
This project presents a redesigned website for Dogfy Diet, a fresh dog food subscription service.
I led the UX/UI improvements with a focus on clarity, trust, and conversion.
Client
Dogfy Diet
Year
2023
Category
Website design
Credits
Dogfy Diet's Product Team
Context
The category is still gaining adoption in several markets, and many users are unfamiliar with fresh, home-cooked dog food. They need to quickly understand what the product is, how it works, whether it can be trusted, and if it justifies its price. At the same time, competition is increasing, making clarity and credibility essential.
Challenge
The main challenge was to explain an emerging product category in just a few seconds. The experience needed to build trust, communicate value, and create desire immediately, while standing out in a more crowded and competitive landscape.
Goal
The goal was to elevate a premium, warm, and natural brand perception while increasing conversion readiness through clearer messaging and social proof. In parallel, the visual system needed to be refreshed and scaled to support consistency across the product.
Design Principles
Make it real:
Show the food’s texture, ingredients and the dog enjoying it—zero ambiguity.
Trust first:
Reviews, standards (FEDIAF), veterinarians/nutritionists surfaced early.
Guided exploration:
Micro-motion and scannable modules to encourage scroll and discovery.
Systematize:
Evolve the design system for consistency and speed across locales.
Strategy
Hero that explains at a glance
Professional photography combines product texture + dog eating; a subtle GIF adds “savoring” motion. Copy is direct and conversion-oriented.
Fold strategy
Fixed hero height reveals the next block below the fold to signal “there’s more” and improve scroll initiation (based on scroll/heatmap insights).
Light first step
A single, low-friction breed step in the hero/footer nudges progression without committing to the full flow.
Trust layer
Sticky use of badges, Trustpilot, FEDIAF alignment, and expert backing (canine nutritionists, vets) in proximity to CTAs.
Micro-interactions
Animations and sticker components highlight strategic messages without adding cognitive load.
Visual System Refresh
Tokens & UI: spacing, buttons, cards, color/contrast refinements.
Custom iconography aligned to brand tone.
In‑house photography; consistent crop ratios; warm, natural light.
Sticker components to highlight strategic messages.
Color palette
#EF6948
rgb(239, 105, 72)
PANTONE 2024 C
#B73A2E
rgb(183, 58, 46)
PANTONE 180 C
#F9F8F7
rgb(249, 248, 247)
PANTONE Cool Gray 1 C
Typography
Outcomes
Clearer first impression of “real, natural, premium” food.
Stronger credibility via reviews, standards, and expert backing near moments of decision.
More guided discovery through playful but purposeful motion and scannable modules.
A refreshed, scalable visual system ready for new pages and markets.
