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IAMS Dog Breed Selector

IAMS breed selector was and is the most popular page on their site, but it only had a 45% completion rate. We recommended paring down the number of questions, improving the logic per the breed point system they had in place, and elevating the visual experience. The number of questions for the breed selector was reduced from 40, mostly redundant, questions to 12 smarter, logic-based questions. The breed selector previously took 10 minutes to finish - now it only takes about 3 minutes. Overall, this update has resulted in a much higher completion rate and increased email captures for their (still) most popular page on their website.

Project Roles
UX/IA Designer
Content Strategy, Design, Human-Centered Design, Information Architecture, Interaction, Low / High Fidelity Prototyping, Mobile, Sketch, Usability Testing, User Behavior Research, User Research
Interaction Designs, Prototypes, UI Design, User Flows, User Journeys, UX Designs, Visual Designs, Websites, Wireframes
Project Industries