Hi there!
Please see below some sample work from projects I have worked on.
Web pages
These pages were designed by me using a combination of custom elements using HTML, CSS and JavaScript, and built-in components using Porto Theme on Wordpress.
All of the changes had a major impact on user navigation, and has allowed us to not only increase conversions but also reduce bounce rates and boost sales of higher margin products.
Please note that some features on petmania.ie are are bugged due to third party developers. This is out of my control and I have been working with our e-commerce manager to have them resolved. Analytics used will be pre April 2025 due to bots on the site skewing reports.
I have attached screenshots/screen recordings where applicable.
petmania.ie Homepage
Previously designed by third party developers in 2020, it was clear that user experience was never taken into account when designing key landing pages.
After approaching my manager with a project plan (including mockups), I was tasked with redesigning the entire look, feel and experience of the petmania.ie homepage. This included:
• Modernising styling to match our new brand guidelines
• Improving and prioritising mobile design, which was barely existent pre-redesign
• Improving navigation to key pages like shopping sub-categories, services and offers.
• Modernising styling to match our new brand guidelines
• Improving and prioritising mobile design, which was barely existent pre-redesign
• Improving navigation to key pages like shopping sub-categories, services and offers.
petmania.ie shopping categories
Similar to the homepage, shopping categories on petmania.ie were minimally designed with user experience in mind. After approaching my manager and the e-commerce manager with a project plan (including mockups), I was tasked with redesigning the entire look, feel and experience of the petmania.ie shopping categories. This included:
• Modernising styling to match our new brand guidelines
• Improving and prioritising mobile design, which was barely existent pre-redesign
• Improved navigation to key sub-categories, brands, products etc.
• Modernising styling to match our new brand guidelines
• Improving and prioritising mobile design, which was barely existent pre-redesign
• Improved navigation to key sub-categories, brands, products etc.
Visit petmania.ie dog category
Visit petmania.ie cat category
Visit petmania.ie current offers category
Visit petmania.ie cat category
Visit petmania.ie current offers category
Ruby Heart Awards
Purpose of campaign is to generate email database sign-ups and to set the Petmania Ruby Heart as a mark of recognition and achievement in Ireland.
This was my largest project to date. In its inaugural year, I wanted to play a major role in its development, so I led the entire creative process and full-stack development of the Petmania Ruby Heart Awards.
Leading up to the campaign, I analysed user behaviour from previous competitions and designed a UI for the easiest user experience. Here are some notable differences from previous competitions similar (but smaller) in nature.
Reduced queries
Major reduction in queries/bug reports by improving Woobox's entry forms, thorough testing and adding additional automations for user data for different stages of the competition.
Major reduction in queries/bug reports by improving Woobox's entry forms, thorough testing and adding additional automations for user data for different stages of the competition.
Improved user experience
Made webpages more mobile friendly by adding more responsive design. Introduced flyouts so users could preview entry categories before visiting their dedicated pages - reducing bounce rates.
Made webpages more mobile friendly by adding more responsive design. Introduced flyouts so users could preview entry categories before visiting their dedicated pages - reducing bounce rates.
Tasks included:
• Conceptualising what the competition would be (name, colours, logo, language)
• Designing registration forms and voting via Woobox (includes responsive HTML and CSS).
• Processing user data from Woobox to Klaviyo using Zapier.
• Using Klaviyo to create data objects for managing entry data linked to their email address.
• Updating user profiles using webhooks on Klaviyo
• Coding, designing and setting up email automations which would trigger on events
• Coding, designing and setting up all email communications which contained dynamic user data and conditional logic for displaying information (included Django)
• Setting up internal alert automations for flagging user entries which were against competition rules
• Designing responsive webpages for entry and voting (including custom HTML, JavaScript and CSS)
• Designing still graphics for web and email use.
• Designing and animating motion graphics for in-store displays and social media ads.
• Providing support to customer queries throughout the competition.
• Designing various print signage for the awards ceremony.
Sample work
• Conceptualising what the competition would be (name, colours, logo, language)
• Designing registration forms and voting via Woobox (includes responsive HTML and CSS).
• Processing user data from Woobox to Klaviyo using Zapier.
• Using Klaviyo to create data objects for managing entry data linked to their email address.
• Updating user profiles using webhooks on Klaviyo
• Coding, designing and setting up email automations which would trigger on events
• Coding, designing and setting up all email communications which contained dynamic user data and conditional logic for displaying information (included Django)
• Setting up internal alert automations for flagging user entries which were against competition rules
• Designing responsive webpages for entry and voting (including custom HTML, JavaScript and CSS)
• Designing still graphics for web and email use.
• Designing and animating motion graphics for in-store displays and social media ads.
• Providing support to customer queries throughout the competition.
• Designing various print signage for the awards ceremony.
Sample work
Operation TransPAWmation
Purpose of campaign is to generate email database sign-ups and send automated emails with tailored advice and products based on information provided.
My most successful project to date. Despite helping design aspects of the campaign in previous years, I was given full creative control in 2025.
Leading up to the campaign, I analysed key metrics from 2024 and drafted changes to improve all aspects of the campaign in 2025. Some of the work I completed include:
• Designed the landing page and improved layout from previous year
• Designed all web banners
• Designed all in-store artwork and campaign point of sale
• Set up all email automations and data managenent with user profiles
• Designed and animationed motion graphics for social media ads and in-store displays
Here are some of the notable stats after these were published:
• Designed the landing page and improved layout from previous year
• Designed all web banners
• Designed all in-store artwork and campaign point of sale
• Set up all email automations and data managenent with user profiles
• Designed and animationed motion graphics for social media ads and in-store displays
Here are some of the notable stats after these were published:
2024 = 969
2025 = 8305
Primary change
• Made the sign-up process easier by splitting it in 2 parts
• Improved various touchpoints in-store to boost campaign visibility and encourage customers to scan QR codes to sign-up
Sign-up breakdown
Part 1 (initial sign-up): 8305
Part 2 (complete profile): 2079
Total increase = 955%
Completed profile increase: 214%
QR Code Scans
2024 = 284
2025 = 2341
Total increase = 824%
2024 = 284
2025 = 2341
Total increase = 824%
Revenue from first email
2024 = €2390
2025 = €9420
Main change: Improved layout, used more accessible words and reduced word count to make emails easier to grasp, especially when scanning.
Total increase = 394%
2024 = €2390
2025 = €9420
Main change: Improved layout, used more accessible words and reduced word count to make emails easier to grasp, especially when scanning.
Total increase = 394%
Puppy of the Year
Healthcare at Petmania
Web banners
High Priority Sale Messaging - Desktop Homepage
High Priority Sale Messaging - Mobile Homepage
Product offer with lifestyle image - mobile
Product offer with lifestyle image - desktop
Category offer with lifestyle image + product - mobile
Category offer with lifestyle image + product - desktop
Category offer with lifestyle image - mobile
Category offer with lifestyle image - desktop
Service feature with lifestyle image - desktop
Service feature with lifestyle image - mobile
Category non-sale banner - desktop
Category non-sale banner - mobile
Product offer with only product - mobile
Product offer with only product - desktop
Campaign offer - mobile
Campaign offer - desktop
Service offer - desktop
Service offer - mobile
Category generic - desktop
Category generic - mobile
Service - mobile
Service - Desktop
Social media ads (Still)
Product offer - portrait
Product offer - landscape
Product offer - square
Brand awareness campaign - landscape
Brand awareness campaign - portrait
Brand awareness campaign - square
product feature - landscape
portduct feature - portrait
product feature - square
product offer - portrait
product offer - landscape
product offer - square
category offer - portrait
category offer - landscape
category offer - square
Social media ads (Animated)
Includes artistic renders for webpages which I made.
Emails I have designed
Includes email banners, icons and more which I designed
In-store digital screens
Designed in Photoshop / Illustrator and animated through After Effects. Brand assets for Fleaway, Wormaway and Tropiclean didn't exist at the time so I had to make my own.
Petmania.ie 2024 Reskin
Conceptual updates for core webpages as part of Petmania's site reskin.
Work put on hiatus but to be resumed
Extra artwork (Print)
Full artwork files can be found on my Onedrive
