Our objective was to transform the Healthy Paws website into a core strategic platform that can drive the entire digital marketing ecosystem, while also establishing an up-to-date visual identity, distinctive market positioning, and optimizing for key business conversion goals.
Our challenge was two-fold: we had to leverage an existing design system for efficiency, while carving out a unique brand voice through strategic custom components. Through targeted brand modernization and user experience optimization, we sought to create a unified digital platform that not only reflected the lovable and affable Healthy Paws brand, but met the high corporate standards of Chubb Insurance and the insurance industry as a whole.
Key Goals:
Measurable Outcomes:
By breaking the redesign into manageable, deliverable phases, we created a framework where strategic design decisions could be validated and refined in real-time, ensuring the final product balanced brand ambition with business results.
The Challenge
Redesigning an established corporate website demanded a strategic approach that honored brand heritage and positioned the company for growth. We needed to modernize the digital presence, improve the customer conversion path, and establish a sustainable design system without disrupting existing market performance.
Our Strategy
We developed a phased, partnership-driven approach:
Phase 1 – Strategic Discovery: Rather than assuming what needed to change, we conducted a comprehensive audit of market position, user behavior patterns, and competitive landscape. This informed all subsequent decisions, ensuring design choices were rooted in strategic insight rather than trend-chasing.
Phase 2 – Purposeful Design: We carefully calibrated the balance between system consistency and brand differentiation. By identifying moments where custom components could amplify brand personality—while leveraging existing systems for efficiency—we created a modern, digital brand expression. It conveyed our new brand positioning, and felt fresh and contemporary among the competitive set, all while allowing us to deploy the brand at scale in an efficient and consistent way. Crucially, we also redesigned the conversion flow with conversion psychology and user testing at the center.
Phase 3 – Collaborative Implementation: Partnering with in-house client-side development teams, we remained embedded throughout development, ensuring design intent translated to execution, maintaining alignment with our strategic and creative vision through real-time development revisions and optimizations based on technical realities and performance data.
What Made This Work
Incremental Value Delivery: By releasing components in waves rather than launching then all at once, we allowed teams to work in parallel while continuously validating strategic decisions against real-world performance.
Brand + Performance Focus: We treated the conversion flow as a brand touchpoint, not just a technical feature. This mindset shift elevated the entire user experience.
Measurable Strategy: We established frameworks to track organic visibility, user engagement, and conversion impact—proving the business value of design investment.
Future-Proofing: By building a scalable, documented design system, we created an asset that continues to drive efficiency and consistency long after launch.
Challenges & Victories
The core tension (maintaining brand consistency within a standardized system while creating distinctive market positioning) required a step-by-step, stakeholder-aligned approach. At every stage, our stakeholders were brought in to help define which components could be customized, create clear design principles that guided every decision, and approve content hierarchy and brand messaging updates.
Another critical challenge was preserving organic search authority during migration. Rather than hoping for the best, we implemented comprehensive tracking, URL mapping, and technical SEO strategies that not only maintained performance but improved it.
Organic Visibility
The modernized site architecture and optimized information hierarchy significantly improved organic discoverability. The homepage doubled its organic clicks (+100.2%) with a 19.7% increase in impressions. Core product pages saw even more dramatic gains; key category pages quadrupled clicks (+400%) and achieved 62% impression growth. The quote funnel, redesigned with user intent at its center, drove a 55% increase in organic clicks with 15% impression growth.
User Engagement & Behavior
More importantly, visitors weren't just arriving; they were staying and engaging meaningfully. Site-wide average session duration nearly doubled, from 19 seconds to 45 seconds per session (+137% improvement). This represented a fundamental shift in user behavior, indicating the redesigned experience successfully kept visitors engaged and exploring.
Conversion Impact
The ultimate proof of success: organic traffic generating full conversion sessions increased by 94%, growing from 155 to 301 sessions. This wasn't just traffic for traffic's sake; these were qualified visitors completing meaningful actions within the conversion funnel.
Why This Succeeded
The results validate our core strategy: that thoughtful brand positioning, optimized user journeys, and scalable design systems drive tangible business outcomes. By treating the conversion flow as a brand touchpoint and applying design discipline throughout, we made the site more visually appealing and more effective. Visitors found what they needed faster, engaged more deeply, and converted at significantly higher rates. This is what strategic design translated into business impact looks like.
