Big Dog Pet Foods is a raw pet food manufacturer in Brisbane, which distributes nationally via some of Australia's largest pet stores. Big Dog Pet Foods worked with Last20 (now The Good Studio) to redesign their website as an alternative way to connect with their customers and gain insights to assist in high-level business decisions.
We started the website redesign process with brand strategy to solidify the brand’s value proposition and the future vision for the company. Our strategic process was comprehensive— we gathered the C-suite, Marketing, and Sales Operations together for two days of brand workshop activities.
This collaborative way of working allowed us to co-create the brand strategy and digital strategy with Big Dog Pet Foods. We gave all team members the opportunity to share their goals and what was helping or holding them back from achieving them. Our strategic process went well beyond the boardroom as we invited all team members from Big Dog Pet Foods and customers to contribute via surveys. We used surveys to test the insights and directions that surfaced during the brand workshops.
The outcome from the workshop and research was that Big Dog Pet Food’s all-natural and raw value proposition needed to be elevated. We also identified that owners who fed their dogs and cats a raw food diet do so because they want the best for their pet—they do it out of love. With this discovery, we realised there was an opportunity for the brand to invest in more emotional storytelling.
Surveys and feedback from the customer service team suggested that customers were confused by which products to purchase. This was not only a barrier to purchase, but customer support within Big Dog Pet Foods spent much of their time managing questions about a raw diet.
Using these insights, we redesigned the brand’s website, from photography and written copy, site to architecture, all the way through to custom feature development. With this new website, the brand was able to leverage the website to gain deeper insights into their customer.
We uncovered that Big Dog Pet Foods is an emotional purchase, as customers cared deeply about providing their pets with the best diet they could. However, before redesigning the brand’s website, all of the photography only focused on the animal. As a part of the website, we directed and shot a brand campaign using the company’s staff and their pets. This new brand campaign captured the relationship between owners and their pets and elevated the emotional connection between the two.
To connect the wholesaler to their end customer, we started by understanding their customers' problems and needs. Through employee and customer surveys, we confirmed our hypothesis that "where to buy" and "how to feed" were the two primary questions customers had. This led us to develop a custom store finder and pet food product finder. Both tools were designed to help customers quickly find the information they needed.
Not only were the Store Locator and a Pet Food Finder useful for Big Dog’s customers, but these two features were also designed to capture data on the types of pets people own and the postcodes they are looking to buy in. Together, these streams of data provide Big Dog Pet Food with key insights about their customers, which are key for new product development.
The brand had an incredible range of high-value educational content. However, finding the right information was difficult for customers and the team struggled to manage organising content within the backend. We overhauled the content architecture and created a Resource Centre with specific sections such as a feeding guide, food finder, and articles. This new taxonomy helped customers easily find what they were looking for and significantly reduced the number of enquiries the support team received.