Password protected: Defining and Designing a Homepage UX Framework

Chewy is an online pet supplies and health services company with the mission to serve all pet owners through the ups and downs of pet ownership. As the single threaded design leader for the Homepage, my role was to design an experience that welcomed pet parents new and old to Chewy, inspire them to discover all that Chewy has to offer, and easily navigate to the next step in their shopping or health journey.

When I joined Chewy, the homepage did not have a dedicated designer to the space previously and it was one of the few spaces in Chewy without a defined roadmap. Instead several teams owned specific slots within the page, which resulted in tests and features being introduced in isolation of each other. I was responsible for leading our product and engineering teams to 1) understand our core customer opportunities and 2) based on those opportunities, create a future vision to build our roadmap from. As part of this project I needed to get buy-in from Chewy’s C-Suite leadership, including the CEO.

Results

Vision is being implemented now on Chewy’s mobile app experience

Elements of strategy also picked up by 4 other orgs to deliver on