Hill's Pet Pro Staff Feeding platform serves veterinary students and healthcare professionals — a specialized, high-expertise audience managing complex dietary decisions across hundreds of product SKUs. The existing site buried critical information under a poorly structured taxonomy, making product discovery slow and

frustrating for time-pressed professionals. The business goal was clear: make it easier for veterinary professionals to find, evaluate, and recommend Hill's products early in their careers, building long-term brand loyalty.

I owned the project end-to-end — from initial research through final design handoff.

I opened with a rigorous usability study focused on information hierarchy and task completion, using card sorting and tree testing to understand how users mentally organized a catalog of 400+ specialized products. This revealed where the existing architecture failed: users were overwhelmed by dense technical data and couldn't efficiently filter by the criteria that mattered most to them — health condition, life stage, and dietary requirement.

From those findings I redesigned the full information architecture, organizing 400+ products into a clear, scannable taxonomy built around the way veterinary professionals actually think. I established a unified naming system and ensured that critical information — ingredient formulations, prescription-only diets, health condition specifics — was accessible within two clicks from any entry point.

I then built high-fidelity wireframes and interactive prototypes in Figma, running multiple rounds of A/B testing and stakeholder reviews to validate each iteration before handoff. The final design system was built to scale — structured to accommodate future product additions without requiring an architectural overhaul.

Figma wireframe assembled from design system components (click image to open in new tab)

The redesigned platform significantly reduced the time veterinary professionals spent locating and ordering specialized nutrition. Usability scores improved meaningfully across task completion and navigation efficiency metrics. The project also delivered a scalable design foundation that Colgate-Palmolive can build on as the product catalog grows — and demonstrated that rigorous UX research can make genuinely complex scientific data feel accessible and intuitive.

Figma mobile and desktop wireframe (click image to open in new tab)

Figma mobile wireframe variations (click image to open in new tab)