Paw Pantry is an Australian-based pet food business on a mission to provide high-quality, nutritious meals while supporting animal welfare across the country. With a model that donates meals to rescue animals for every purchase, Paw Pantry is more than just another online pet store; it’s a purpose-led brand built around community, care, and compassion.

Despite their clear mission, their existing Shopify site didn’t reflect the warmth, personality, or values behind the brand. The visual identity felt neutral and generic, the user experience lacked clarity, and valuable tools like a feeding calculator were missing, limiting both engagement and customer confidence.

The Challenge

1. A Brand That Didn’t Feel Like a Brand
Paw Pantry aimed to be a fun, friendly, and unmistakably Australian brand, but the original site fell short. The visual design was muted, and the user experience didn’t convey the brand’s warmth or community-driven values. There was little storytelling to bring their partner brands to life, and no clear sense of what made Paw Pantry unique.

2. A Flat and Friction-Filled Shopping Experience
The original site lacked intuitive navigation and product presentation. Users found it difficult to discover products or understand what made them different. Pages missed key ecommerce elements like discount pricing, while small UX issues created friction throughout the purchase journey.

3. A Missed Opportunity for Smart, Helpful Tools
Without guidance around portion sizes or product quantity, customers often faced uncertainty around how much to buy. This not only impacted conversions but also undermined Paw Pantry’s broader mission to support healthy, sustainable feeding habits for pets.

Our Approach: Elevating Experience With Strategy & Substance

Using our proven ecommerce growth framework, we approached the redesign through three core lenses: brand, usability, and utility.

1. Injecting Personality Into the Brand Experience

We reimagined the brand's visual identity to feel more distinctly Paw Pantry. Emotive imagery, vibrant accent colours, and subtle animations brought warmth and memorability to the site without sacrificing performance.

We also crafted a consistent brand voice across touchpoints. This ensured content, visuals, and interface felt cohesive and characterful. Each stocked brand now includes a short, humanised summary to highlight its unique story and value, reinforcing Paw Pantry’s commitment to transparency and trust.

2. Overhauling the UX for Clarity and Conversion

To support discovery and ease of decision-making, we rebuilt the site’s navigation with a focus on simplicity and flow. By applying Hick’s Law and progressive disclosure, we reduced cognitive load and helped users find what they needed faster.

Product pages were redesigned to be compact and mobile-friendly, placing the most critical information above the fold and using expandable sections for deeper product details. Product tiles were reworked to surface high-impact info like discount pricing, subscription benefits, and size options at a glance.

3. Building Confidence With a Feeding Calculator

One of the standout features of the new site is the custom-built feeding calculator. This tool empowers users to determine the right portion size for their pet based on breed, age, and weight, solving a core friction point in the customer journey.

But it does more than just calculate quantities:

It educates users on healthy feeding habits to help prevent obesity.
It shows how much product they’ll need over time, including cost-saving comparisons between sizes.
It builds confidence in purchasing decisions, leading to better outcomes for both pets and their owners.

The Results: Performance Without Paid Acquisition

The impact of the new site was clear from day one:

Average Order Value (AOV) up 9%
Organic search traffic increased by 200%
Conversion rate up by 23%

These gains reflect the power of customer-focused UX, meaningful design, and value-added tools, proving that strong fundamentals drive performance, even without external traffic drivers.

For Paw Pantry, the new Shopify store is more than a facelift. We have built them a foundation for sustainable growth. With a brand experience that now matches their mission, and a shopping journey optimised for clarity, confidence, and conversion, Paw Pantry is better positioned to build loyalty and scale impact across Australia. We thoroughly enjoyed partnering with them on this project!

“The Process Creative team has web design and development down pat. They're thorough, leading insights and always bring the customer on the journey, leaving us feeling confident we're in good hands.”

Pamela Smid, Ecommerce and Marketing Automation Lead, Hypro