New: Instinct Product Details Page

Better product storytelling, smarter navigation, more confident buying decisions.

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.

Resolved dog/cat navigation confusion with clear product labeling. Streamlined the path to purchase with size and protein selectors, sticky add-to-cart, and Subscribe & Save. Reinforced Instinct's fresh quality positioning through a visual ingredients module and real health outcome proof points from pet parents.

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.

Simplified reordering with a Subscribe & Save module, driving repeat purchases through DTC. Surfaced customer reviews with topic filtering and a Q&A feature to reduce purchase hesitation.

Surfaced related product recommendations with a Customer Favorites module. Moved email capture to the global footer for consistent visibility across the site. Reinforced brand cohesion by aligning the footer design with packaging: bold typography, rotated logo.