Evolution of the Trupanion.com website

Since 2011, my team and myself have played a key role in Trupanion's website redesign and branding journey. By providing valuable feedback on UI and driving the implementation of brand consistency and WCAG accessibility, as well as involving pet owners in the UX process, our team has transformed the website from a small start-up to a trailblazing industry standard.

My role

UI design

Research

User testing

Brand & WCAG accessibility recommendations

2011

Homepage from 2011

2018

Homepage from 2018

2023

Homepage from 2024

2023: Brand and website update

In early 2022, Trupanion underwent a rebranding initiative, adopting new colors and a new tone of voice. In order to align with these updates and convey a modern feel, we decided to revamp our website. To ensure a successful launch, we partnered with an agency who came up with the initial design, while my team ran user tests, and made design changes based on the results of those tests.

timeline of the homepage redesign

Competitor analysis

Before we began the entire process, I reviewed our competitors’ websites to see what they did well, and where they had issues. I shared my results with Horizontal, the agency we had hired, and other stakeholders at Trupanion.

First round of designs

Once the wireframes were approved by Stakeholders and my team, the agency created the first round of designs.

first homepage design
mobile version of the design

User testing round 1 results

My team decided to test out these designs in a moderated user test. Using the usertesting.com platform, we conducted moderated interviews with 10 people to get an idea of what the overall view of the new designs were.

page 1 of the report
page 2 of the report
page 3 of the report

Design revisions

After the initial design feedback, the agency updated the designs based on the feedback from stakeholders.

design revision for desktop
design revision for mobile

User testing round two

As we were finalizing the design, my team wanted to get one more round of feedback on the new designs, so we launched a 5 person moderated user test.

screenshot of user test
screenshot of user test results part 2

The final result

After a lot of hard work from the developers, the agencies we partnered work and our team, the new website finally launched in July 2023.

final design of the homepage
final design of the homepage, mobile view