01 / OVERVIEW
A LOCAL BUSINESS NEEDED MORE THAN A VISUAL REFRESH.
A family-owned bulldog breeding business in Santa Ana approached our team with an outdated static website that no longer reflected how customers evaluated breeders online.
Prospective buyers needed reassurance, detail, and clear next steps; the client needed a way to keep listings, blog content, galleries, and customer activity current without piecing together third-party tools.
Visit Calderon Bulldogs ↗02 / ROLE
I HELPED SHAPE THE EXPERIENCE FROM VISUAL DIRECTION THROUGH HANDOFF.
I collaborated with designers and developers across moodboarding, wireframes, high-fidelity UI, reviews, and implementation handoff.
- Created moodboards and visual direction for the brand refresh
- Designed core customer pages, including Home, Available Puppies, Checkout, About, Stud Services, and Contact/FAQ
- Designed a custom admin dashboard for easier site management
- Collaborated in design reviews to align user needs, business goals, and engineering constraints
- Worked with developers on responsive implementation details
03 / RESEARCH
BUYERS WERE LOOKING FOR TRUST BEFORE THEY WERE READY TO ACT.
The team began with a heuristic evaluation of the existing website and a user survey for past clients and prospective buyers.
Recurring patterns pointed to unclear navigation, weak calls to action, limited trust-building content, outdated visuals, and no client-side way to manage listings or publish new content. The redesign needed to support an emotional decision with practical information.
- Detailed puppy profiles with pricing, health information, and parent backgrounds
- Trust signals such as testimonials, high-quality visuals, and client transparency
- Direct contact tools for questions and appointments
- Availability, reservation, and checkout flows built into the site
- Responsive layouts because users were split across mobile and desktop
04 / DIRECTION
PROFESSIONAL, BUT STILL PERSONAL.
A structured client interview clarified the business goals and emotional direction: professional, trustworthy, and warm.
We explored several moodboards, then combined the strongest pieces into a direction that felt polished and family-oriented while still structured enough to support e-commerce.
05 / GOALS
CONNECT TRUST, CONTENT CONTROL, AND CONVERSION.
After the client conversations and user research, we translated the work into product goals that tied the customer experience to the admin workflow behind it.
- Improve branding so the business felt warm, professional, and trustworthy
- Create a smoother browsing and buying experience for prospective puppy buyers
- Let the client update puppy listings, gallery content, and blog posts independently
- Simplify inquiries, reservations, checkout, and payment-plan decisions
- Support desktop, tablet, and mobile layouts with the same content system
06 / DESIGN
MAKE EACH PUPPY EASIER TO EVALUATE AND RESERVE.
The redesigned customer experience introduced clearer navigation, stronger hierarchy, larger visual moments, and a browsing flow that gave important details more room.
The Available Puppies page kept the card-based model the client liked, then added status tags, pricing, puppy details, and purchase paths for reservations, checkout, or payment plans.
Behind the customer site, the same CMS-driven approach supported blog publishing, gallery updates, and listing management so the business could keep the experience current after launch.
07 / OUTCOME
A SITE THE BUSINESS COULD GROW WITH.
The final website launched with a cleaner visual identity, e-commerce functionality, and a custom admin workflow aligned with the client’s goal of feeling trustworthy, professional, and approachable online.
- 1,200+ users visited the site after launch
- The client can independently manage puppies, gallery content, and blog posts
- Customers can reserve puppies directly through the website
- Larger imagery, gallery support, and embedded videos created a stronger emotional connection with visitors
