freshpet // responsive web // feeding quiz redesign

UX Research
Competitor Benchmarking
Wireframing
Usability Testing
Shopify Customization

Company:

Skills:

Freshpet

Timeline:

Oct 2023 - Mar 2024

>> Designed a fast, trusted personalization experience for pet parents.

Freshpet uses a quiz to personalize feeding recommendations. But users were abandoning the experience before completion.

The quiz asked for emotional, personal pet data, yet felt long, confusing and transactional.

I led UX strategy and design for a redesigned onboarding flow focused on improving first-purchase conversion, without increasing friction.

>> Made personalization effortless for users.

I needed to balance business data needs, user trust, with speed and clarity. Every interaction was simplified to align user experience with business goals and drive higher completion.

>> Turned real-world constraints into a shippable product.

Limited geography, mobile-first users, and platform constraints shaped a focused experience that launched fast and delivered real user value.

>> Prioritized clarity to drive completion.

My analysis of 12 competitor quiz flows and user testing revealed that successful personalization flows prioritize clarity, brevity, and transparency. 

When users know what’s coming and why, they stay engaged; when they don’t, they leave.

>> Converted onboarding into a value exchange.

Onboarding was redesigned as a guided conversation rather than a series of questions. By restructuring sequencing, progressively revealing information, and previewing recommendations, the experience built trust and made users feel confident in their choices.

>> progressive disclosure helped users stay focused and reduced the intimidation often associated with long forms >>

>> the recommendation preview validated the time spent onboarding and increased trust in the system >>

>> Simplification unlocked confidence —and conversion.

By replacing friction with clarity, the redesign improved user confidence while directly supporting completion and conversion goals.

>> Design onboarding as value, not a gate.

Designing onboarding as a value exchange, while setting expectations early and simplifying the experience, reduced friction, strengthened personalization, and created clearer opportunities for differentiation. 

This project reinforced that clear expectations, early benchmarking, and simplicity are essential when personalization is the primary conversion driver.

>> Design doesn’t stop at launch.

Given more time, I would continue iterating through data-informed testing, deepen personalization post-conversion, and tailor experiences by location to drive sustained engagement and growth.