For mobile users: This page is best viewed on a desktop. To view this case study on Figma, click here.
UX Research
Wireframing
Website Design
Branding
Prototyping
User Testing
the Poopaway
case
study
my role
tools
Figma
AutoDesk Sketchbook
Ollie Transcribe
result
Responsive Web Design
Experience Optimization
Brand Renewal
PoopAway Inc. has become a successful pet waste removal company on Long Island, NY since its formation in 2004.
What has also been active for over a decade was their website...with absolutely no updates.
In honor of their 20th anniversary, CEO Jim was eager to rejuvenate their online presence and brand identity. With the Long Island Pet Expo approaching in February 2024, Jim aimed to unveil a new website and updated marketing materials.
My role was pivotal in guiding Jim through the process of preparing for a successful Pet Expo exhibition. This involved not only creating a visually appealing experience to captivate potential clients but also ensuring a seamless journey for converting visitors into recurring customers who subscribed to monthly services.
The following story is how this was achieved with tangible results.
The Big Picture :
-
![]()
1. The Problem
PoopAway’s Website had absolutely no traffic, no structure, and provided zero competitive edge in the region of Long Island, NY.
-
![]()
2. The Proposal
Conduct a case study aimed at attracting new customers and retaining current ones by integrating a functional menu and developing a responsive website.
-
![]()
3. The execution
A company celebrating its 20th anniversary received a major UX, UI, and branding upgrade just in time for the 2024 Long Island Pet Expo.
-
![]()
4. The Result
The new PoopAway website has seen a 60% increase in traffic and user interaction over six months, thanks to a refreshed marketing strategy, a redefined identity, and innovative UX improvements that set it apart from local competition.
Hopes and Scope :
Initial Interview
Jim started PoopAway Inc. in 2004 and had expanded the company into 10 workers. He knew the website and overall aesthetic needed some updating, but I wanted to consult with his thoughts first.
Some key questions included:
Your preferences for the design?
“The colors green and brown. Simplicity. (Though I’d like more features)”
What do you dislike about your current branding?
“It’s dated. Not as user friendly as I’d like as far as making payments and navigating our website.”
How will you define the success of this project?
“If clients have less trouble paying, more likely to pay online. I’d like new clients sign up at Long Island Pet Expo on March 2nd, 2024.”
Click here to read full interview.
From a UX Perspective:
Heuristics Testing
When I got home from the interview, the first step I conducted was heuristic testing of Poopaway’s current website (Poopawayonline.com) by evaluating the product using a Nielsen Norman Group guidelines excel spreadsheet.
Out of 140 heuristic evaluation inquiries, PoopAway’s website received positive scores on 53 questions, accounting for 46% of the total.
Conversely, it garnered negative scores on 33 questions, representing 28% of the total evaluations.
Regarding neutral responses (n/a or somewhat), the site accrued 28 such instances, constituting 25% of the assessments.
Sections needing the most improvement:
User Control
Freedom
Click here to read full report.
From a Human Perspective :
User Testing
Although I recognized that the current website’s layout was outdated and not user-friendly, I wanted to gather feedback from other users as well. It was important to hear different perspectives, identify what worked, and uncover areas for improvement.
Click here to view full Figma file.
Participants (4):
3 female
1 male
Median Age: 31
Anecdotes :
Texts
Screenshots
Voice Recordings
Process :
Each user had been asked to imagine they were recommended to use PoopAway through word-of-mouth from a friend.
They were asked to use the name of the company to type into Google and find the company.
After touring the site, they were asked to number rate their experience and describe the site in one word.
In addition, open-ended comments of observation were encouraged.
imperative Issues:
Feedback Severity Grids
I wanted to embrace the feedback—no matter how critical—to ultimately highlight the true value of Poopaway's long-standing service and experience in the local community. From this, I analyzed the most imperative issues to guide my design directive.
Click here to view full Figma file.
Branding:
Creating Cohesive Aesthetics and Imagery
Establishing Color Palette / Style Tile
New Logo
UX Concerns:
Color and Text Usage Analysis
Site Navigability
Re-evaluating Information Architecture
Prioritizing Flow
Features:
Adding a Menu
Simplifying Payment UI and IA Placement
Creating a Quote Acquisition Form
Competitive
Analysis
Competitive analysis was perhaps the most crucial deliverable for this project, as Poopaway is a small, regional company in Long Island, NY, offering a niche service. With local competitors providing similar services and subscription models, customer service, information accessibility, and user experience are key factors in retaining customers. I analyzed their sites to identify strengths and weaknesses, applying my UX analysis skills to eventually design a site that gives Poopaway the strongest competitive edge.
Click here to view full Figma file.
Features to Consider:
All sites include a homepage, header menu, manual quote form, testimonials, reasons to choose us, professional or stock photos, and an information footer. Additional features include a seasonal offer, team photo, and an FAQ.
URL/SEO Considerations:
"PoopAway" is already taken, but using "PoopawayLI.com" could improve SEO. Currently, PA doesn’t rank first on Google for "pet waste removal Long Island," though the top results aren’t direct competitors in the area.
Reputability / Testimonials:
The best websites combined strong aesthetics and reputability, balancing engaging imagery, user-friendly navigation, consistent branding, and trustworthy content, supported by testimonials and external accreditation.
Personas :
new and existing customers
Even as a smaller company working primarily with residential clients, each had the potential to develop into a long-term, trust-based relationship. PoopAway’s drivers were attending to private properties, and each client, including commercial ones, had unique needs that, if met, would ensure their commitment to the service. It was crucial to explore a variety of personas and design inclusively to address these needs.
Logo Development:
Lore and Laughs
I had started this project in February 2024, and the Long Island Pet Expo was happening in early March.
Now that I had completed discovery and started to define PoopAways target audience, I now had to create branding materials to apply to the new website and get it up and running for the trade show. The first step was the logo.
PoopAway’s original logo worked well in 2010, but as a service for homeowners, it needed an update. The bold colors and Impact font, while nostalgic, might not resonate with today’s new generation of homeowners (millennials), who may not take it seriously.
Why?
Impact font, once iconic, had also become associated with the dada-esque world of 2010s internet culture, which could undermine the brand's professional image.
To address this, Jim and I experimented with different bold fonts that conveyed a "neighborhood-friendly" feel, while still looking clean and professional.
I was also determined to incorporate one of Jim’s favorite photos—a white dog scooping its own pile—into the logo. Using Autodesk Sketchbook and Figma, I illustrated dog to be brown to honor Jim’s late dog, Marley.
And there it was—PoopAway’s new logo.
task flows :
priority functions
Besides creating a menu for updated navigation, there were three main functions to analyze for task simplicity:
Learning about Pet Waste Removal Services
This included the expansion of detailed FAQ, payment scheduling, types of services and Customer Responsibilities.
Obtaining a Quote
I ensured that quote tabs were easily accessible on every page, leading to a comprehensive inquiry form for potential customers to receive a fast, accurate response.
Online Payment
Both in the form of one-time-payment and signing up for Auto Pay. Many customers had trouble finding this feature, because it was located on the very bottom of the homepage.
what’s on
the menu?
Once the feedback summaries defined the need for a menu, I compiled a varied list of 15 items from the various sites examined in the competitive research study.
I then reached back out to the original user testing participants. I wanted to see what they felt were the most important items to have, organized from most to least concern.
Pathways, Mockups, and
Wireframing
To meet tight deadlines, I utilized the current site domain and account to develop an MVP in time for the Pet Expo. Creating a new URL would have been time-consuming, as existing customers were actively using the site and would need to be notified of the change to ensure continued access to their accounts and services.
Before launching PoopAway's redesigned website, I prepared these documents for Jim, outlining streamlined pathways for customers to access the updated functions:
Concise customer expectations and responsibilities
Multiple paths for obtaining a quote and making payments
Familiar pattern of use for existing users, including a payment button at the bottom of the homepage
These changes would significantly increase the chances of customers signing up for service, paying on time, and clearly understanding our needs and expectations to ensure the best customer service.
enhanced imagery :
digital IllustratioN
One advantage other websites had over PA’s was cohesive imagery, but they relied heavily on stock photos and graphic design. PoopAway had an edge — a UX designer with digital illustration skills.
I used Autodesk Sketchbook to trace and illustrate photos of PA’s actual equipment, creating a charming, folksy theme with detailed, artistic images, such as:
Enhanced the text boxes with illustrations in sections like customer responsibility, visually demonstrating a closed gate, a clean yard, and how PA’s equipment handles bagged waste.
Custom portraits of the entire team, complete with names. This new detail is crucial because customers like to recognize their route drivers, making it easier for them to identify new ones.
A 20th Anniversary Badge to honor the company’s legacy, as well as updated gift card and marketing graphics.
Going Live :
Poopaway’s New Website
Key features of this responsive site include:
A condensed, simple landing page tailored for desktop users, replacing a long, cluttered homepage.
Responsive UI so users can access information comfortably in any context, including the Pet Expo.
Reorganized information architecture for intuitive navigation, featuring a unified UI.
Imagery and contrast values optimized for all users, including those who are colorblind.
Quotes, Payments, and Contact buttons remain in direct view at all times for easy access.
Consistently themed digital illustrations prominently displayed.
Attractive new fonts, weights, and UI elements for visual delight.
Accomplishments :
more site traffic than ever
The new PoopAway website has had a complete re-invigoration of its’ marketing reach, a re-established identity, and has successfully distinguished itself from its’ competition with the help of a proper UX evaluation and innovative features.
Conclusions
I thoroughly enjoyed working on this project. Having known the company for years, it was a pleasure to contribute positively. The company has always been well-run and deserved a professional website that truly reflects its outstanding customer service and expertise.
Challenges and Key Learnings
There was, of course, the challenge of working within an established template and ensuring the site was ready in time for the Pet Expo in March 2024.
With only two weeks for user testing, defining, and development, I didn't have the luxury of creating prototypes or mockups with additional user testing. Instead, I had to jump straight into the site’s existing functionality and start adjusting components. To ensure everything was running smoothly, I had friends and family test the site for glitches. I also stayed on call with Jim for a week while he used it live, addressing any issues that arose and making fixes on the spot. This approach was beneficial as it mimicked Scrum in Agile project management. With Jim’s permission, we released the “beta” version and made live updates based on customer feedback in the week leading up to the Expo.
Proving PoopAway’s reputability through certified partners and customer reviews was a sizeable challenge. The competitive analysis showed this as a significant difference between PA and other sites. I wanted to emphasize its importance for the 20th anniversary. Jim and I agreed that collecting more reviews would be a key initiative in the coming months, aiming to feature them on the site by next year’s expo.
You may also like…
