Just For Friends Pet Foods provide premium quality pet foods to owners across the UK. With a loyal customer base, and new customers joining them on a regular basis, Just For Friends existing e-commerce website has performed well for many years, however, as with most things, systems and software can change, so with the switch to a new payment gateway for the business, this provided a great opportunity to review the existing site and make updates to the website. Following in depth conversations about buying behaviours, potential friction points for users as well as admin heavy tasks for the business owners, we focused on delivering targeted UX improvements that guide users seamlessly from browsing to checkout.
Restructured navigation & Action driven prompts
We restructured site navigation and responsive breakpoints to better reflect product categories across all devices, ensuring users can find what they need quickly. On product pages, we replaced ambiguous pricing with clearer, action-driven prompts, whilst standardising “add to basket” calls-to-action and messaging site-wide. The checkout experience was refined with improved layout consistency and mobile optimisation, creating a smoother, more intuitive path to purchase.
Automated subscription updates
Behind the scenes, we combined UX thinking with robust engineering. By integrating Stripe at a deeper level, we automated subscription updates, so any changes to product or shipping prices in the backend are instantly reflected in active subscriptions. This reduces manual overhead and ensures pricing accuracy at scale.
Flexible content controls
We also introduced flexible content controls, allowing the in-house team to update confirmation emails and launch homepage promotions without developer input, enabling real-time messaging, and faster adaptations to market changes.
The result is a website that still reflects the quality and personality of the established brand at the same time as providing a better user experience for both customers and the in-house team
