• PRODUCT DESIGNER

CONTACT

DAVID TRAN

• PRODUCT DESIGNER

WORK

ABOUT

CONTACT

HAPPYDOGBOX • HBD BRANDING + PROFILE • SHIPPED 2015

Unleash a marketing strategy that woofs to dogs and their owners.

Unleash a marketing strategy that woofs to dogs and owners.

OVERVIEW

Updating branding to keep customers with dogs happy month after month.

Happy Dog Box provides a monthly subscription service designed specifically for dog owners. Although there is a landing page for placing orders, it currently lacks a comprehensive marketing strategy.

ROLE

Product Designer

ROLE
Product Designer

TIMELINE
Jan - Mar 2015

TEAM
1 PM, 1 Engineers, 1 Product Designer

TIMELINE

Jan - Mar 2015

TEAM

1 PM
1 Engineers
1 Product Designer

SKILLS

Product Design
Product Strategy
User Research
Branding

IMPACT

42%

Site Traffic

8%

Gifting Increase

34%

Revenue Increase

CHALLENGE

BASELINE

Customers loved their first subscription box, but hated their second one.

Happy Dog Box needed a clearer marketing strategy to build trust and showcase product quality, encouraging users to share with their network. They also struggled to differentiate new customers from returning ones. The original idea was to offer top-quality products to keep customers coming back. However, customers who ordered multiple boxes over time or canceled and later renewed ended up receiving the same introductory box again, leading to dissatisfaction with the model.

BASELINE

It was bold, but busy. Everything on the page was made to look important, where lies the problem. It lack hierarchy and was a bit confusing on what the product actually was.

RESEARCH

Customers love sharing information and answering questions about their dogs.

We conducted an A/B test to compare the one-page sign-up form with the new wizard-style flow. The results showed that the wizard-style was more effective, as users found it more engaging and personalized. Participants particularly appreciated the opportunity to share details about their dogs, resulting in minimal drop-off rates during the questionnaire.

SOLUTION

Let customers create their dog profiles and personalize products for them.

We recognized the significance of having a dedicated profile page for customers to manage their dog's details and the boxes they have ordered. This allows us to categorize customers as new, returning, multi-box subscribers, or gifters, ensuring they receive the appropriate monthly box.

LANDING PAGE
The landing page goes right into an onboarding questionnaire about the dog's size, age, and eating habits, saved to their profile at account creation.

DASHBOARD
Customers can now easily track their Happy Dog Boxes with provided tracking information, or they can simply add and gift additional boxes.

SOCIAL MEDIA
Sharing real photos of happy dogs with their Happy Dog Box boosted our social media and trust. We also worked with influencers to spread the word.

BRANDING
We refreshed our brand with a new logo, updated print materials, vibrant social media, and branded tissue paper replacing packing peanuts.

RESULTS

By enabling customers to personalize their orders, we achieved a 34% boost in revenue.

Creating a marketing strategy centered on dogs and allowing owners to craft personalized experiences that surprise their pets each month boosted revenue by 34%. This also led to an 8% increase in gifting to family and friends. Improved branding efforts expanded Happy Dog Box’s social media reach and strengthened engagement with dog communities, building customer loyalty.

42%

Site Traffic

8%

Gifting Increase

34%

Revenue Increase