Royal Canin - Search Experience
Redesigning the search + personalizaition experience for the Royal Canin global .com website.
Royal Canin delivers science-backed, health-first nutrition tailored to the specific needs of every pet breed, size, and health condition.
We redesigned the site search into a proactive recommendation engine that delivers tailored dietary advice, life-stage insights, and expert health guidance whenever a pet parent searches.
My role was designing the UX features across distinct user journeys for the whole pet cycle. I created these initial prototypes to visualize how personalization for breed-specific context and different life-stage insights could seamlessly adapt to each pet parent's needs.
Client
Royal Canin
Team
dentsu Creative Amsterdam
year
2024
strategy + cx
The website was integrated with features to target different touchpoints across the pet parent's journey.
search
I redesigned the mega menu to split the navigation experience by distinct pet parent use cases
Redesigned to let pet parents browse by their pet’s unique traits or jump straight into a guided product finder.
I introduced intent-driven search & smart recommendations
The search panel surfaces popular or recommended queries based on user history and saved pet profiles. It understands intent, processing both quick keywords and full questions. And dynamically recommends products, articles, and knowledge cards tailored precisely to the search term and the pet's current journey stage.
content Personalization
Personalized homepages for known and new visitors
The search panel suggests popular or recommended searches based on the user's history for new visitors or saved pet profiles for known/logged-in users.
For logged-in users, pet profiles can be saved to speed the purchase process or redirect to relevant expert thought leadership.
Expert thought leadership articles and embedded search components across the homepage were integrated to elevate trust and maintain relevant context.
content Personalization
Product detail pages were enriched with further content about individual products
The old designs did not have much content or relevant information for the products beyond just the ingredients.
Expandable content blocks were added to the PDPs to educate the pet parent on the nutritional and scientific benefits of the product.
