strategy, user interface designPrimal Pet Foods, a leader in raw & fresh pet foods, wanted a digital education tool to show the versatility of their product lineup, encourage pet parents to add more fresh foods to their pet’s diet, and drive traffic to local pet stores.
All iterations produced while part of the team at Pure Strategic
Goal:
Provide tailored recommendations.
Solution:
Create a guided questionnaire that identifies pet type, size & weight, activity levels, existing diet, and concerns.
Goal:
Showcase product combinations, features, and benefits.
Solution:
Exploratory bowl builder page with dynamic product recommendations, information, and real-life bowl visualization.
Goal:
Move user from exploratory phase into real-world product usage.
Solution:
Provide recommended daily calorie intake and feeding quantities for selected product combination.
Goal:
Encourage pet parents to purchase selected Primal products at their local pet store.
Solution:
Connect user with local retailer through an in-app store locator & customizable weekly shopping list.
Product Evolution
V1, 2019
Goal: Conceptualize & create a tablet-only web app to allow sales representatives to show consumers the versatility of Primal's product line.
V2, 2019
Goal: Expand the current tablet web app to integrate with their website, provide more information about each product, and encourage kibble-feeding consumers to upgrade their base formula.
V3, 2020
Goals: Overhaul and streamline the tool's user experience & imagery to match updated branding. Provide educational centerpiece for Primal's new website, encouraging pet parents to "Build a Better Bowl".
V4, 2021
Goals: Streamline user experience and add in the ability to select a protein on the bowl screen. Add in Primal-approved bowls created to support selected concerns.
Results
july 2020 launch – december 2022337,325
Bowls built
12,539
Shopping lists downloaded or emailed