Ecommerce Micro-Site & Digital Brand Launch
WilDLINE
WildLine is a premium cat food brand owned by Trident, offering fresh-frozen, gently cooked nutrition made with wild-caught ingredients. The project focused on designing a modern micro-website to support brand storytelling, education, and ecommerce.
Overview
Audience
Health-conscious cat owners
KEY CONTRIBUTIONS
• Led end-to-end digital experience for WildLine’s brand launch
• Designed a scalable ecommerce foundation for growth
• Structured product storytelling around nutrition and sourcing
• Created reusable templates across key content types
• Built a design system for long-term brand consistency
THE CHALLENGE
Cat food is a high-trust, high-skepticism category, and many owners are cautious about changing routines, especially given how picky cats can be.
WildLine needed to clearly communicate what makes its gently cooked, wild-caught approach different from traditional kibble while establishing trust through a serious, transparent, and authoritative experience.
I care deeply about what I feed my cat, but real confidence comes from understanding nutrition, texture, & what my cat will actually eat
Alex M., Cat Owner
THE SOLUTION
An education-first digital experience that builds clarity and confidence, guiding users from brand introduction to product understanding by leading with differentiation, clear hierarchy, scientific credibility, and support for both exploration and conversion.
Research & Discovery
RESEARCH PROCESS
The project began with a focused discovery phase to understand in-store and digital pet owner behavior, trust drivers, and expectations within premium pet nutrition. Research included stakeholder and pet owner interviews, journey reviews, heuristic evaluations, competitive analysis, and assessment of education and content hierarchy patterns.
Competitive Audit
Conducted an audit of premium and fresh pet food brands to identify trust-building patterns in a high-consideration category. Findings confirmed that education-first content, transparent sourcing, simplified choices, and credible testimonials reduce hesitation and build confidence.
Information Architecture & Strategy
Content and navigation were structured to support education, nutrition transparency, and clear paths to purchase.
WIREFRAMES
Wireframes prioritized clear educational hierarchy, flexible PDP layouts that scale with future features, and mobile-first patterns that support fast exploration and easy scanning.
User Feedback
Concept validation and internal usability reviews indicated improved clarity and confidence when exploring products, understanding nutritional benefits, and identifying the right options for their cat.
Design SYStem
Built a scalable, component-driven design system to support WildLine’s premium, nutrition-first experience, translating brand strategy into reusable UI patterns that enable consistency, faster iteration, and long-term growth.
FINAL DESIGNS
The final designs establish WildLine’s digital presence by clearly communicating its nutritional philosophy, highlighting wild-caught ingredients and gentle preparation, and guiding confident product discovery across devices.
Outcomes & Strategic Growth
KEY OUTCOMES
The experience established a clear, credible digital foundation for WildLine, clarifying product differentiation, strengthening trust through education and transparency, and supporting confident product discovery across devices.
NEXT STEPS
Future enhancements include expanded educational content, deeper storytelling around sourcing and preparation, and enabling direct-to-consumer capabilities as the platform and product line scale.
