Rebrand & E-Commerce Redesign
PAWOMICS
Canadian Pet Biotechnology
Mission & Core Values
Design a clear and trustworthy digital experience that helps pet owners understand and access preventive health testing.
Project Overview
PAWOMICS is a Canadian pet biotechnology company that had previously focused on B2B services for veterinary clinics. As the company planned to expand into the direct-to-consumer (B2C) market, it needed a redesigned website that could better communicate its value to everyday pet owners.
The existing website lacked visual consistency and was structured around internal company information rather than user needs — making it difficult for new visitors to understand the product value or navigate the purchasing journey.
I collaborated with the marketing director to redesign the brand identity and build a new e-commerce website that improves clarity, trust, and accessibility for consumer users.
Client & Industry
PAWOMICS (Canada)
—
Pet Health Biotechnology
My Role
Brand Identity Lead
UI/UX Designer
Type
Rebrand &
E-Commerce Redesign
Platform
Shopify
Team & Timeline
Marketing Director & Developer
—
6 weeks (Oct 15 – Nov 30, 2025)
The Challenge
1. Unclear value propositionThe existing website focused on company information rather than user needs, making it hard for pet owners to understand what the tests were for or why they mattered.
2. Inconsistent brand identityTypography, colors, and UI components were inconsistent across pages, weakening brand credibility and making the experience feel fragmented.
3. Friction in the user journeyProduct information, pricing, and the testing process were difficult to find, creating confusion and hesitation during purchase.
The Solution
I focused on three key areas to address these challenges:
1. Clarified product valueRestructured content around user questions instead of company information.
2. Strengthened brand identityBuilt a clean, trustworthy visual system across the site.
3. Built a scalable systemCreated reusable components the team could easily maintain.
The project followed a simplified Discover → Define → Develop → Test process, working closely with the marketing and development teams throughout.
HMW Statement
" How might we redesign the PAWOMICS experience to make pet health biotechnology clear, trustworthy, and accessible for everyday pet owners? "
Our Approach
STEP 1. Discover — Understand the Problem
Competitive Research
I analyzed several direct-to-consumer pet health brands to understand how they communicate scientific products to everyday users.
Brand Audit
I reviewed the existing website and visual assets to identify inconsistencies and areas that weakened trust.
Competitive Research
Brand Audit
STEP 2. Define
Information Architecture
I reorganized the site structure around user questions rather than company structure, guiding visitors through a clearer journey:
Why test → Choose a test → Understand the process → Purchase
Design Principles
- Clarity over complexity
- Education builds trust
- Transparency reduces hesitation
- Emotion connects science to real pet care
Sitemap - Before & After
Design System - Color
Design System - Typography Style
Wireframe - Desktop & Mobile
STEP 3. Design & Develop
Brand Identity Redesign
- Refined the logo geometry for a softer, more modern look
- Developed a color system representing trust, health, and vitality
- Defined a typography hierarchy for clarity and readability
Design System Creation
I built a scalable design system in Figma, including reusable UI components and documentation to support future development and marketing needs.
Key Page Design
High-impact pages were prioritized to improve the user journey.
Design Display
STEP 4. Deliver & Optimize
Launch for Expo
We launched the redesigned PAWOMICS website in time for the company's expo event, introducing a clearer information structure, improved mobile usability, and a more cohesive brand identity.
Key Improvements After Launch
After observing real user interactions at the expo, I refined several design elements — including updated icons, homepage layout adjustments, and clearer product messaging — which helped improve usability and strengthen the overall experience.
Key Design Improvements
Brand Identity Consistency
Established a unified visual language across the website — including refined logo usage, a cohesive color system, and consistent typography — to strengthen brand credibility.
CTA & Navigation Optimization
Improved the CTA hierarchy and navigation flow to guide users more clearly from learning about a product to taking action.
Structured Content Layout
Reorganized content into clear, modular sections, making complex product information easier to scan and understand.
Outcome & Impact
The new design helped pet owners understand the product value and navigate the purchasing journey more easily. By simplifying the content structure and strengthening visual consistency, the website now better supports PAWOMICS' expansion from B2B services into a direct-to-consumer experience.
Key Results
Reflection
Designing for Clarity
This project reinforced the importance of translating complex scientific information into clear, approachable user experiences.
Collaboration Across Teams
Working closely with marketing and development helped align design decisions with both business goals and technical constraints.
UX as a Bridge
Beyond visual improvements, the goal of this project was to make scientific innovation easier for everyday pet owners to understand and trust.