New: Instinct Product Details Page

A streamlined PDP focused on better product storytelling, navigation, and user decision-making

Role

Digital Design Consultant (UI, UX)

Industry

Pet Food / Pet Nutrition

Tools

Figma, Adobe Creative Suite, HailuoAI

Instinct was transitioning from a retail-focused experience to a direct-to-consumer model, requiring a rethinking of how product pages communicate value, support discovery, and drive purchase decisions across a large catalog.

The Problem

Legacy PDPs were built for retail, not DTC—overemphasizing raw, lacking clear product differentiation, and not reflecting the updated “fresh” brand.

The Goal

Create a streamlined PDP that clarifies product value, supports both dog and cat audiences, and drives confident online purchase decisions.

Reduced confusion between dog and cat lines with clear product labeling. Added size and protein selectors, a sticky add-to-cart, and a Subscribe & Save module to streamline the path to purchase. Created a visual ingredients module to reinforce Instinct's fresh, quality positioning.

Highlighted health benefits you can actually see in your pet.

Leveraged customer testimonials as social proof to build trust and support purchase decisions. Developed an “Instinct in Action” module to showcase real customer and influencer experiences. Enhanced content architecture to better surface Instinct’s sustainability story and environmental impact.

Added a subscription module to simplify reordering and encourage repeat purchases through direct-to-consumer. Customer reviews and ability to ask questions.