I can\u2019t resist a challenge so when the Ollie CEO told me he had tried their \u201chuman grade\u201d dog food himself, I knew I too would have to \u201cdogfood\u201d the product. I had to get to know the direct-to-consumer brand top to bottom anyway. It tasted fine, but needed some salt. Ollie had established a solid customer base and was looking to transform from a single product customization ecomm workflow to a rich product and service platform. They had to retain the brand attitude and ensure an easy and friendly user experience in a system with a lot of complex options and decisions. I consulted with the CEO and other company leaders to deliver a solution in a dynamic environment where the team\u2019s ability to focus on design was severely constrained. Deliveries included an updated information architecture and a full featured figma prototype which took care to respect the existing storybook component library.<\/p><\/p>\n\n\n\n Eating your own dog food I can\u2019t resist a challenge so when the Ollie CEO told me he had tried their \u201chuman grade\u201d dog food himself, I knew I too would have to \u201cdogfood\u201d the product. I had to get to know the direct-to-consumer brand top to bottom anyway. It tasted fine, but needed some … <\/p>\n![\"\"](\"https:\/\/abellenz.com\/wp-content\/uploads\/2025\/09\/Group-3624-2048x1414.png\")
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