i n t r o d u c t i o n

The Fressnapf Onlineshop.

The permanent improvement of the conversion rate is the primary goal of every online shop. My task was to discover optimization potential through user insights, data insights and web analysis and to derive appropriate measures.

t h e   g o a l

CRO – Conversion Rate optimisation.

As UX project manager, I was responsible for more than 20 CRO projects at the onlineshop In addition to the homepage, gallery pages and the product detail pages, the new onsite search and the new checkout led to a significant increase in the conversion rate.

Brand image strengthening and trust.

Brand image enhancing services such as product and service evaluation as well as the community with real veterinarians offer the customer unique added value beyond a classic online shop.

P R O D U C T   V I S I O N

“For our customers, the online shop offers not only high-quality products but also competent advice on all topics relating to their pets.”

D E S I G N   P R O C E S S


  • Product Vision
  • Goals


  • Stakeholder
  • User Research
  • Personas
  • Data Insights
  • Benchmarking
  • Customer Journeys


  • Design Studio
  • Brainstorming


  • Wireframing
  • Prototyping
  • A/B testing
  • Crowd testing

– k e y   r e s u l t s

Conversion: Uplift

The recommendation engine, the product and service rating and the faster checkout increased the conversion rate significantly.

Brand competence: Uplift

The new consulting services increased the brand competence and the customer experience.

k e y   f a c t s