Adopt & Shop Website Redesign

The Adopt & Shop online store redesign had two crucial goals it had to achieve in order to successfully enter a diverse and crowded $60B United States market.

The first objective was to create an e-commerce experience that would compete with the existing online pet product retailers including PetSmart,, and Amazon. My first significant accomplishment toward this effort was the development of a comprehensive analysis of key competitor’s products and services, pricing structures, as well as a complete breakdown of their navigation architectures and layouts. This gave me a quantifiable understanding of what this segment of consumers is familiar with, which then enabled me to identify safe opportunities for improvement and differentiation.

From my research and analysis, I was then able to design a site architecture and layout with a strategic experience that supplemented the goal of promoting the overall Adopt & Shop mission of creating an identity of pet ownership as part of the family, a differentiator strong enough to persuade pet owners to shop with us instead of for-profit businesses. Design choices were carefully made in order to effectively deliver this message to potential customers, along with the supportive fact that the proceeds of their purchases will go back into helping animals.

Found Animals Foundation

Adopt & Shop is a nonprofit pet retailer in Los Angeles with a large selection of unique pet products, adoptable pets sourced from local shelters, dog daycare, dog grooming, dog training, and pet microchipping with free registration. Run under the parent organization, The Found Animals Foundation, it is one of the more influential segments of billionaire philanthropist Dr. Gary Michelson’s plan for transforming animal welfare.


Market Research & Analysis - Developed criteria for gathering quantitative data on other internet retailers and produced statistics on relevant segments of data.

UX/UI - Developed designs for desktop, tablet, and mobile. Interfaces were built with extensive documentation referring to data from my competitor analysis, psychological studies, and various design principles.

Photography - All of the photography in these designs was conceptualized, shot, and edited by myself.

SEO/SEM - On top of creating the site’s navigation and url architecture, I provided an suggestions and guidelines to our in-house copywriter and worked to revise everything for optimal organic search rankings.

Development - Using the open source eCommerce software, Magento, I developed a custom theme to run and manage the entire site.