Mission report // M-03 · Consumer
BOM BOM SINGAPORE
Led the website revamp for a personalised fresh pet-food brand in Singapore, with 30% more website visitors and 20% more returning visitors one month after launch.
1. The TL;DR (Executive Summary)
The Purpose
Revamp the digital experience for BOM BOM, a Singapore-based fresh pet-food brand offering personalised meals for dogs and cats. Make the brand's nutrition expertise, whole ingredients, and convenient delivery easier for pet parents to understand and explore.
Role & Responsibilities
Lead Designer for the brand and its website revamp, leading UX research, UI execution, and development coordination. The project ran from June to September 2026, with the revamped experience launching in September 2026.
The Design Challenge
Choosing a fresh-food plan involves more than choosing a flavour. Pet parents need to understand ingredients, personalisation, portions, pricing, storage, and delivery before committing. The design challenge is to make that information approachable while keeping the route to a meal plan clear.
The Solution
A brand-led website that connects pet and food photography with clear nutrition education, customer stories, transparent pricing, and prominent calls to start a customised meal plan.
The Impact
30% more website visitors and 20% more returning visitors one month after launch. Early post-launch results for the revamped website.
2. Strategy & Discovery
UX Research
Led UX research for the revamp, alongside responsibility for UI execution and development coordination. The experience connects the questions pet parents face when exploring fresh food with product education, pricing, and a clear meal-plan entry point.
Brand Context
BOM BOM has offered customised fresh pet food in Singapore since 2017. Its proposition combines meals tailored to each pet's profile with nutritionist formulation, pre-portioned packs, delivery, and ongoing support.
Audience & Information Needs
The experience serves dog and cat owners exploring fresh feeding, including those considering their pet's age, size, preferences, and sensitivities. Dedicated food, pricing, and feeding-guide pages let visitors investigate practical questions before ordering.
Experience Strategy
The revamped site moves from a simple brand promise into ingredient transparency, personalisation, and supporting evidence. Product education and customer stories sit alongside pricing and ordering entry points, balancing reassurance with action.
3. Execution (The “How”)
Design Leadership
Led UI execution and coordinated development for the website revamp, carrying design responsibility through to the September 2026 launch.
Visual Direction
The live design pairs bold berry-red headlines and calls to action with warm neutrals, rounded forms, and expressive pet photography. Close-up food imagery makes the ingredients tangible, while the approachable visual language keeps a technical nutrition topic welcoming.
Information Architecture
Navigation separates Why Fresh, Our Food, Real Results, Pricing, and About Us. This gives visitors distinct routes to learn about the category, examine the product, explore customer experiences, and understand the brand.
Meal-Plan Journey
Prominent ordering calls to action connect the marketing site to BOM BOM's meal planner. The pricing page presents pet-size tiers, meal portions, plan inclusions, and a cost estimator, while account access gives existing customers a separate entry point.
4. Experience Highlights
Confidence Before Commitment
Ingredient explanations, nutrition-team profiles, and customer stories provide different ways to explore the brand's approach. These are presented as brand and customer content, rather than as evidence of the redesign's commercial impact.
Practical Support
Feeding and storage guidance, FAQs, and BB Support address the practical side of switching food. The experience extends beyond selecting a product to helping pet parents understand how it fits into everyday life.
5. Visual Highlights
The Revamped Website
Screenshots of the live homepage, food overview, and pricing page, captured in October 2026.
6. Outcome & Lessons
Early Outcome
- 30% increase in website visitors one month after launch.
- 20% increase in returning visitors over the same post-launch window.
Design Takeaway
For a personalised product, the experience needs to explain the offer as clearly as it presents the brand. This revamp brings visual warmth, product detail, practical guidance, and a direct ordering path into one connected experience.