Frank Green engaged Web Force 5 to design the user experience for the launch of its new Pet Range within an existing Shopify platform.
I led UX design across research, journey mapping, and interface design, with a focus on creating an intuitive purchasing experience that integrated seamlessly with Frank Green’s existing product ecosystem while supporting a new product category.
Frank Green’s existing e-commerce experience was optimised for its core product range but lacked clear user flows for pet accessories. The challenge was to introduce a new category without increasing friction, fragmenting the experience, or compromising brand consistency during launch.
Analysed existing user journeys and purchase behaviour to identify friction points and expectations across Frank Green’s core product experience.
Defined new user flows and information architecture for the Pet Range that aligned with existing patterns while introducing category-specific logic.
Delivered high-fidelity designs that integrated brand, usability, and scalability across desktop and mobile.
Supported development and testing to ensure the experience translated cleanly into Shopify and performed as intended post-launch.
The Pet Range launched successfully within Frank Green’s existing Shopify ecosystem.
The redesigned experience improved clarity and usability for customers, contributing to a 14% increase in website traffic in the first quarter and providing a scalable framework for future product category expansion.
