ElevenChimps sells personalized natural food subscriptions for dogs, with diets formulated by veterinary nutritionists. The product idea was genuinely good. The sign-up experience was genuinely broken.

‍The Real Problem
‍To recommend the right diet for a dog, you need real data: breed, age, weight, current health conditions, activity level, food sensitivities, and more. Every field matters medically. None of them can be skipped. But presenting that as a long sequential form produces exactly what you'd expect: abandonment.

The challenge wasn't reducing the amount of information collected. It was redesigning how it was collected, when each question appeared, and why it felt like a conversation rather than a bureaucratic process.

Multi-Stakeholder Complexity
‍This project sounds simpler than it is, until you're in the room.

The design needed to satisfy four groups with fundamentally different priorities: the business team optimizing for conversion, the veterinary nutritionists who couldn't compromise on data quality, the engineering team with real constraints on conditional logic, and the end users who just wanted to sign up without a headache.

Months of cross-functional iteration followed. Every simplification I proposed had to be validated by a vet. Every conditional flow reviewed by engineering. Every business rule reconciled with user experience reality.

This is exactly the kind of work I do best: translating between domains, holding the logic together, and making sure the final design is simultaneously defensible to everyone in the room and invisible to the person using it.

The Solution
‍The redesigned flow presents one decision at a time. Complex conditional logic runs in the background. Users never see the branching, only the relevant questions. The interface matches the brand's warm, playful tone, so the experience feels like a conversation with someone who knows dogs, not a medical intake form.

Result
A sign-up flow that reduced friction across the full journey, from landing page to confirmed first delivery, while maintaining the data quality the veterinary team required.

Role: UX/UI Lead
Collaboration: Business unit, veterinary nutritionists, engineering team