Hill’s Pet Nutrition
Breed Page Redesign
A Breed Apart
When VML began redesigning Hill's Pet Nutrition's website, one of the biggest challenges was the Breed Pages. These pages drove significant traffic through search but were outdated and difficult to navigate.
Before Redesign
Teaching Old Data New Tricks
The old breed pages needed more than a visual refresh; they required a complete reimagining.
All of the data was housed in Hill's internal Stebo account, so the VML team couldn’t alter it directly. Scott collaborated with internal subject matter experts to transform the data into content that could be understood at a glance by consumers.
Before Redesign
Leader of the Pack
Scott and his design team researched trends for breed pages and designed multiple versions, working closely with key stakeholders to ensure proposals were feasible within the timeline and effective in driving site traffic.
The team proposed using visual markers to communicate breed traits quickly, rather than relying solely on text. Future phases are set to include icons for fur type, color, and other complex attributes.
