The Challenge
A national pet retailer was consolidating multiple websites into a single e-commerce platform. The project team was split into different squads.
My key objective was to create a unified customer account experience which would merge the online accounts from multiple websites.
I was also responsible for redefining the website’s search and merchandising capabilities. Both areas required careful consideration of customer journeys, information architecture and technical constraints.
My Role
As the Digital Business Analyst, I worked closely with stakeholders, Product Owners, designers and development teams to define the functional and user experience requirements for both the Online Account and Search and Merchandising workstreams.
Discovery and Requirements
For the My Account experience, I facilitated stakeholder workshops and collaborative Miro sessions to understand how customer accounts should be merged across the existing platforms. Together we defined what customer information should be retained, how it should be organised, and how the new experience could simplify key customer journeys.
Although my role was Business Analyst, much of the work centred on UX thinking, information architecture and interaction design.
Working closely with stakeholders, I restructured the My Account experience by defining which information customers needed, how it should be grouped and prioritised, and how the overall journey could be simplified.
Alongside this, I led the analysis for the new Search and Merchandising capability. This included defining requirements for site search, category pages, product listing pages, search results, product detail pages, recommendations and navigation, ensuring the new experience supported both customer needs and commercial objectives.
Design and Delivery
To communicate proposed solutions, I created wireframes and interactive prototypes, refining ideas through collaboration with stakeholders and the Product Owner. Features and user journeys were broken down into User Stories and Acceptance Criteria within Azure DevOps (ADO), while work was planned and prioritised using Avion.
I worked closely with other Delivery Squads to ensure dependencies were managed, requirements and functionality remained aligned, and overlapping functionality was avoided.
Outcome
The project strengthened my ability to bridge business analysis and UX design, translating complex requirements into intuitive customer journeys, well-structured information architecture and technically achievable solutions.