BEHIND THE DESIGN & BUILD OF PIKES PAWS
Role
Website build
UI Design
UX Design
Responsibilities
Squarespace set up
Site build
Project management
Handover
Date
June - July 2026
Testimonial
"We have been working with Louise to update our existing PikesPaws website which is now over 10 years old. Louise understood how important it was for us to keep the overall feel the same, but at the same time improve the way the website works. She suggested ways of making information easier to find and improving navigation, Making sure that our website meets the needs of the demographic of our customers.
We have found Louise to be extremely knowledgeable, flexible and patient. Her kindness throughout the process meant that we felt very comfortable in asking questions to gain the best outcome.
We would highly recommend Louise, if you are considering setting up a new website, or upgrading an existing one."
Jane & Nic Pike, Owners
Secondary Research:
Understanding the Landscape
Before designing anything, I carried out secondary research to understand:
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What dog owners look for online when choosing a carer
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Common pain points in dog‑care websites (unclear pricing, scattered information, inconsistent messaging)
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Accessibility expectations, especially for busy owners browsing on mobile
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Competitor positioning, including tone, structure, and trust‑building elements
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Local regulations and expectations, such as licensing, insurance, and safety information.
This research highlighted a clear pattern: dog owners want reassurance, transparency, and a sense of genuine care. Many competitor sites were either too corporate or too cluttered, leaving visitors unsure where to start.
This shaped the design direction: calm, clear, and confidence‑building.
Business Requirements
Through conversations with Jane and Nic, I identified these core requirements:
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A website that reflects their warm, home‑from‑home ethos
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A clearer structure that guides visitors naturally through services
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Easy access to pricing, terms, directions, and booking information
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A friendly, reassuring tone of voice
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A design that feels gentle, organised, and trustworthy
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Incorporate their gradient stripe branding
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A platform they could update themselves
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Improved mobile experience
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Stronger accessibility foundations
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A simple way to showcase their unique wild‑camping offering
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SEO/AIO
These requirements became the backbone of the project.
The Big Changes
New User Journey
The old website had plenty of information, but it was scattered. I redesigned the structure so visitors move smoothly from:
curiosity → understanding → confidence → action.
Key improvements included:
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Clear separation of the Home and About pages
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A dedicated “Info” section housing Ts & Cs, pricing, and directions
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A focused “Wild Camping” page to highlight their unique service
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A simplified “Contact” page with clear next steps
A Calm, Friendly Visual Identity
I created a visual style that feels gentle and welcoming:
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Soft, natural colours
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Clean typography
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Spacious layout
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Minimal distractions
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Warm, reassuring imagery
All my designs have accessibility at their core. I believe that the information on a website, should be easy to find for everyone, even if someone has additional needs or is using adaptive technology.
Mobile-First Design
A mobile‑optimised design was essential, because the majority of dog owners browse and book services on their phones while on the go. The previous Pikes Paws site made key information harder to access on smaller screens, which created friction at the exact moment users needed clarity and reassurance.
By redesigning the site with a mobile‑first approach, the experience became far more intuitive. This not only strengthens trust, but increases enquiries, and ensures the business feels modern, and reliable.