Animal Farmacy had a clear mission: make natural, high-quality pet care products easier to access and understand.

But like many growing e-commerce brands, the experience didn’t fully support that ambition. Customers were interested, but they struggled to quickly understand products, compare options, and confidently decide what to buy.

Founder Noel partnered with UX Tree to explore how the experience could better support discovery, trust, and conversion without losing the brand’s personality.

We brought the challenge into our UX Mentorship Programme and matched UX designer Martina Turjak with the project, supported by mentor Peter Mullen, Design Manager at Deloitte Ireland.

Martina worked directly on the Animal Farmacy product experience using a structured UX process grounded in real user behaviour, not assumptions.

She focused on three core questions:

• How do customers browse and choose products today
• Where do they lose confidence or drop off
• What information actually helps them make a decision

The work combined UX research, competitive analysis, information architecture review, and usability testing of early design concepts.

The research showed a clear pattern: customers were interested in the products, but the experience was not helping them decide.

Three key issues stood out:

• First, product information was not structured in a way that supported quick scanning or comparison. Customers had to work too hard to understand differences between items.
• Second, important decision-making information was not surfaced early enough in the journey. Users had to click deeper than expected to get confidence-building details.
• Third, the overall navigation and category structure made it harder than necessary to explore the range, especially for first-time visitors.

In usability testing, participants consistently hesitated at the same points: choosing between products, understanding differences, and finding supporting information quickly enough to feel confident.

The result was clear behavioural friction. Interest was high, but confidence dropped too early.

Martina reworked the experience around one principle: make decision-making easier, not just browsing easier.

The design direction focused on:

• Clearer product hierarchy and categorisation
• Stronger product comparison and scannability
• Surfacing key product benefits earlier in the journey
• Reducing cognitive load in product selection
• Improving navigation clarity for first-time users

Instead of adding more content, the focus shifted to structure, hierarchy, and clarity.

The redesigned flows were tested with users to validate whether the new structure actually improved decision-making.

The feedback showed a clear shift in behaviour:

Users moved faster through product discovery, asked fewer clarification questions, and showed more confidence when selecting products.

Where the original experience created hesitation, the new design helped users understand options more quickly and make decisions with less friction.

Most importantly, users spent less time trying to “figure out” the interface and more time evaluating the products themselves.

For Animal Farmacy, the opportunity was not to redesign everything.

It was to remove friction at the exact points where customers were losing confidence.

This is where UX work creates commercial impact: not by adding features, but by improving clarity at decision points that directly affect conversion.

📖 Read Martina’s case study

This project reflects how UX Tree works with organisations of all sizes.

We combine real business challenges with structured UX thinking, mentorship from senior practitioners, and hands-on design execution.

For Animal Farmacy, that meant identifying where customers were struggling, redesigning key parts of the experience, and validating improvements through testing before any development decisions are made.

For teams, it means reducing guesswork and making product decisions based on evidence, not assumptions.

If you are working on a product or service and want to understand where customers are getting stuck, UX Tree can help you find those gaps and turn them into clear design direction

Our team combines experienced UX mentors, emerging talent, and proven UX methodologies to uncover opportunities, validate solutions, and deliver actionable recommendations you can take forward with confidence.

Get in touch to discuss your next project and discover how UX Tree can help you create better experiences for your customers.