Spirited Paw
Optimizing a modern eCommerce ecosystem through UX strategy, experimentation, lifecycle systems, and AEO/GEO-driven design.
- Role
- Product & Growth Designer
- Focus
- eCommerce UX · Lifecycle Systems · AEO/GEO
- Deliverables
- Site Optimization, CRO, Email Systems, Landing Pages
- Timeline
- Ongoing Engagement
- Team
- Design, Product, Growth
Overview
Spirited Paw is a pet wellness brand focused on modern supplements designed to support long-term canine health.
As the brand scaled, the digital experience needed to evolve alongside customer expectations, emerging search behaviors, and retention goals.
I partnered across growth, strategy, and development teams to improve discoverability, optimize conversion flows, and create scalable systems across the customer journey.
Problem
As Spirited Paw continued to grow, the brand's digital ecosystem lacked the structure and scalability needed to support long-term growth. Key landing pages and customer flows weren't fully optimized for conversion, the shopping experience lacked consistency across touchpoints, and lifecycle campaigns weren't effectively supporting retention and repeat purchases.
At the same time, emerging AI-driven search behaviors created new opportunities to improve discoverability and educational content across the site.
How Might We
How might we create a scalable digital experience that improves discoverability, strengthens conversion flows, and supports customer retention across the entire user journey?
01
eCommerce UX Optimization
Focused on simplifying the shopping experience across key customer touchpoints by improving information hierarchy, mobile usability, CTA clarity, and conversion flows throughout the site.
As part of that work, I redesigned the PDP top section and buy-box experience so customers could understand the product, benefits, and usage before committing to purchase. The focus was a cleaner tabbed product-information area (benefits, expected results, ingredients, directions) and a more intuitive package-selection flow with subscribe-and-save options.
Building on the learnings from this test, the team is now working on a bigger swing to evolve the PDP buy box experience — targeting further improvements to RPV and CVR that will have an outsized impact on bottom-of-funnel Google traffic. If successful, we will test sending Meta traffic to the new PDP experience and measure the results. We are also interested in exploring new Meta paid landing page templates, particularly for our hero SKUs receiving the majority of Meta spend.
02
AEO/GEO & Search Discoverability
Optimized site architecture and content for AI-powered search engines to improve organic discoverability and drive qualified traffic.
03
Lifecycle & Retention Systems
Built automated email flows and retention campaigns designed to nurture customers at key moments in their journey and drive repeat purchasing behavior.
04
System Design Systems
Established scalable design systems and component libraries to maintain consistency and improve team velocity.
Impact & Results
+9%
Lift in Average Order Value from the new PDP buy box experience
+7%
Lift in Revenue Per Visitor from the new PDP buy box experience
The PDP buy box A/B test validated that redesigning the top-of-product experience can directly move commercial metrics, giving the team a clear foundation to scale the experience across paid and organic traffic.
Key Takeaways
AEO/GEO is Essential for Modern SEO
Optimizing for AI-powered search engines requires a fundamental shift in content strategy. Answer-first formatting and semantic clustering prove more effective than traditional SEO approaches.
Design Systems Scale Impact
Building a modular email system upfront enabled faster campaign creation and maintained brand consistency, ultimately driving better performance across all email touchpoints.
Data-Informed Iteration Works
Continuous testing and refinement based on performance data allowed us to identify high-impact improvements and double down on what worked, maximizing ROI from design efforts.
Next Project
Possible