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
2018
2023
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.
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.
Once the wireframes were approved by Stakeholders and my team, the agency created the first round of designs.
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.
After the initial design feedback, the agency updated the designs based on the feedback from stakeholders.
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.
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.