Web Platform
Company
MSD / Merck Animal Health
Platform
Mobile and Desktop
My Role
UX Lead / UX/UI Designer
Overview
MyPet.com is a global web portal (live in more than 100 countries) owned by MSD (Merck Sharp & Dohme). It aims to connect its pet products with Pet Owners by offering a variety of content to empower them.
My Role
As a UX Lead and UX/UI Designer, I had two main roles in the project. The first one was leading a small team composed of 2 UX Researchers, mapping the business goals and requirements, managing the tasks, and contacting the Product Manager and stakeholders. As a UX/UI I was responsible for analyzing the requirements, conducting a heuristic evaluation of the current platform, designing the new platform, and validating with stakeholders in the US and Europe.
Key Problems
The large number of live websites was a challenge for the Global Marketing Team to manage, causing a significant impact.
Problem #1
Brand Inconsistency
The websites weren’t following the MSD design system so each website had different UI elements and structure.
Impact
Lack of authority because the users weren’t connecting the contents and products with the MSD.
Problem #2
Lack of Engagement
The current website had a lot of key components without any interaction and it could look like something was going wrong with the platform.
Impact
Low rate of engagement and increased bounce rate.
Problem #3
User Retention
The page structures were not designed to keep the user interested. After reading the article, there were no other actions that could direct the users to keep interacting with the website, access the products, or subscribe to the newsletter.
Impact
Low user retention.
Problem #4
User Conversion
The architecture information wasn’t designed to lead the user to the form or to the product list.
Impact
Low user conversion due to the lack of a clear flow.
Problem #5
Low Legibility
The content was visually inconsistent. The space between the paragraphs was too small, and the layout did not offer a good reading experience.
Impact
Low legibility of the primary content that should lead the user to the MSD products or form.
Business Goals
Centralize All The Portals
Have a single global portal that would centralize all the back-end and front-end structures, making editable only the contents that can be different according to the markets.
Engage with Pet Owners
Become a key tool to engage with Pet Owners around the world to generate leads for the marketing team to work with.
Users Goals
Keep Pet’s Health On Track
Follow proper advice from specialists about how to take care of their pets.
Find Solutions
Find products and services that fit their pet’s needs.
Insights
Educate First, Sale Later
The first step is to educate the users by offering information about the subject. By doing that, we would help them make the best choice for their pet, and then we could offer a solution that fits their pet's needs.
Invite To Stay
We offer options so that users feel invited to keep searching and learning on the platform. By doing that, we are creating brand awareness and developing MSD's authority in the Pet market.
General Impact and Results
Impacts by Feature
Extra Details
Desktop Version
Wireframes
