In ProgressLead UX/UI Designer · 2025 – Present · End-to-end digital experience redesign (in progress)
Pawty Animals
Leading the UX/UI redesign of a Canadian pet-care brand’s digital experience — aligning brand expression, product discovery, and checkout into one coherent shopping journey.
Context
The brand looked premium. The shopping experience didn’t.
Pawty Animals had a strong product story, but the digital experience wasn’t carrying it. Discovery felt flat, hierarchy was inconsistent, and the path from browse to purchase lacked the trust and clarity pet parents need.
I’m owning UX/UI across marketing and product surfaces — defining information architecture, visual systems, and conversion-critical flows. Full case study ships with the launch.
Scope
- UX/UI Design
- Information Architecture
- E-Commerce Flows
- Brand Systems
Credits
- Lead UX/UI Design·Alexandra Le
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