PURINA ECOSYSTEM PRODUCTS
Various products focusing on the growth of myPurina app and Purina's digital presence.
Client: Purina
Industry: Pet food
Year: 2023-2024
Challenge:
Purina is undergoing a major digital transformation. As a team member of the New Business Models (NBM) division, our goal is to achieve 3 million downloads for the myPurina app by the end of 2024. To reach this target, our group is implementing various growth tactics.
Objective:
Develop and strategize various products to attract new customers and encourage existing users to return to our ecosystem regularly.
ECOSYSTEM PRODUCT 1: HAPPI™
HAPPi™ isn't just an educational program; it's a transformative journey rooted in behavioral science. In 2021, we started with in-person activities, collaborating closely with animal behavior specialists and a dedicated focus group. Our mission was to deepen the bond between pet owners and their pets, so we integrated HAPPi™ into the myPurina app, placing it under the new Discover section in the main navigation.
By November 2023, we launched the program to a small test group, fine-tuning every detail to ensure it truly made a difference. The MVP was released to the general public in Q1 of 2024.
This project also marked our first integration of Braze as a content delivery tool. Realizing that their standard offerings didn't fully meet our needs, we partnered directly with Braze to develop customized solutions. It's been a journey of innovation and collaboration, all aimed at providing an unparalleled experience.
LANDING
HAPPi is one of the programs that is housed under Discovery section.
ONBOARDING TO HAPPI™
We ask users to choose a pet to enroll in the program. If a user doesn't have a pet in their Purina Universal Profile, they will need to add a pet before proceeding with the registration.
HAPPI™ DASHBOARD
After completing the onboarding process, users will land on this page. The HAPPi program is a 16-week course where users can only progress to a new activity or theme after completing the current one.
THEME/ACTIVITY DETAIL
The Theme Detail page provides an overview of what users can expect from the current theme. The Activity Detail page contains the daily activities.
THEME COMPLETION
Once user finishes a theme, we will serve end screen to remind them to come next day to continue with a new theme.
ECOSYSTEM PRODUCT 2: SINGLE SIGN-ON
There were multiple sites and apps within the Purina ecosystem with different sign-in processes, making it difficult for users to track activities and manage accounts across platforms. To address this, I was tasked with creating a Single Sign-On (SSO) system for seamless access to all Purina properties.
EARLY EXPLORATIONS
When the project first kicked off, I've started explore different SSO options with email verification, phone verification and completely passwordless experience. In the end, we went with the email verification route as collection of the phone number was being debated internally at the time.
PROTOTYPES
Prototypes were utilized for various user testing sessions and discussions with internal stakeholders.
FINAL VERSION
After several months of iterations and discussions with stakeholders, this is the final version deployed across the Purina ecosystem. Based on our learnings, the design will be adjusted in the future.
ECOSYSTEM PRODUCT 3: OFFERS
Previously, Purina.com lacked a sign-in feature, requiring users to re-enter their information each time they wanted to redeem offers—a cumbersome process. With the implementation of Single Sign-On (SSO), users can now sign up and have their information automatically verified upon login. This improvement not only streamlines the user experience but also increases the conversion rate of users becoming Purina members, allowing them to accrue loyalty points and enjoy additional benefits.
UNAUTHENTICATED USER
Unauthenticated users encounter an SSO module on the Offer Detail page. This module highlights the benefits of becoming a Purina member, specifically in the context of redeeming offers.
AUTHENTICATED USER
Authenticated users also have varying levels of information requirements. For certain offers, we need users' pet information. If users don't have any pet profiles in the Purina Universal Profile, they will be prompted to fill out this information, which is then automatically saved in PUP. When users return to redeem another offer, their pet profile will be saved, eliminating the need to re-enter the information.
ECOSYSTEM PRODUCT 4: PURINA WELCOME EXPERIENCE
The Purina Welcome Experience was designed to onboard new users into the Purina ecosystem when they adopt a pet through a breeder. Leveraging Purina's breeder networks, we found an innovative way to welcome new users.
Breeders send a text message to new pet owners with a link to an e-commerce site where they can purchase Purina products at heavily discounted prices. Since pet owners tend to trust breeders' recommendations for food, this provides a natural onboarding path.
Users are prompted to join Purina via SSO to claim this special discount. After the purchase, they are encouraged to download the myPurina app for a complete Purina experience.
The experience went live in early July 2024. Following this MVP launch, Purina will expand the experience to include those who adopt pets via shelters as well.
Impact:
Reflecting on my time at Purina, implementing SSO was a pivotal achievement that significantly improved efficiency and user growth, marking my first project with the company. The projects I worked on were highly visible across the Purina organization, as they involved integrating new vendors like Braze for the first time and introducing innovative methods to acquire new users and retain existing ones. I was thrilled to be part of a team dedicated to advancing the company's growth objectives.
ROLE: SENIOR PRODUCT DESIGNER
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