Blue Buffalo

The Dog food brand that Feeds pets Like Family


About this Project

It only took five years of perseverance and hard work, but the complete redesign of Blue Buffalo’s website is now in development! This site serves Blue mainly as an awareness factory. Our visitors are more than 85% new users coming to the site in search of a new product coupon, or more information to support Blue’s claim of producing better dog food than all the rest.

The redesign aims to match the quality of Blue’s food by cleaning up the experience, exposing more user pathways, cross promoting product and content, modernizing the design and improving site speed across the board.

Blue does not sell product directly from their site, but we want to imitate a traditional eCommerce flow to help customers find the information they need to make a purchase decision, and to set up Blue for a future in which they can sell on-site.

PLEASE NOTE: Design is currently top secret, but is scheduled for go-live by 2020!


Role: UX/UI Designer.

Tools: Sketch, Principle, Invision


Steps for redesign:

  1. Dive into Data

  2. Conduct Competitive Analysis

  3. Rethink Site Architecture

  4. Build Style Tiles

  5. Create Sketch Libraries

  6. Build Out Templates

  7. Create Testing Plan and Hypotheses

New nav is wildly more direct.

New nav is wildly more direct.