PetDesk Website Redesign: A UX Strategy for B2B SaaS Success

B2B SaaS for pet care management)

 
 

Objective

Redesign PetDesk’s website to enhance user experience, improve information architecture, and align the design system with their brand identity. The project aimed to drive customer acquisition and streamline the user journey for B2B SaaS prospects.

Key Responsibilities

  • Strategy & Planning: Spearheaded UX IA and project management, ensuring alignment with client goals and timelines.

  • Creative Direction: Directed the development of the design system and UI, ensuring consistency and scalability.

  • Collaboration: Managed a multidisciplinary team, including:

    • SEO experts to optimize search performance.

    • Content designers to craft clear, engaging messaging.

    • Front-end developers and QA for seamless implementation.

  • Client Communication: Acted as the primary interface for client meetings, updates, and budget tracking.

Project Roles

Lead Strategist, UX & IA
Jeffrey Lewis

Visual Designer
Jane Gundersen

Content Design 
Callie Lopez

Front End Development
Matt Knowles

 
 

Process

  1. Discovery: Conducted stakeholder workshops to define goals, audience needs, and KPIs.

  2. Information Architecture: Delivered comprehensive sitemaps and low-fidelity wireframes to establish a solid UX foundation.

  3. Creative Direction: Collaborated with designers and developers to build a cohesive design system that enhanced brand identity and usability.

  4. Execution & QA: Oversaw implementation, conducted usability testing, and ensured the website launched on schedule.

Results

  • Increased Engagement: Boosted page views and session duration by 12%.

  • Improved Conversion Rates: Enhanced lead generation by optimizing the user journey.

  • Client Satisfaction: Delivered the project on time and within budget, exceeding client expectations.