Hale Pet Door

An e-commerce site redesign and replatforming from Ruby on Rails to WordPress


Increase in Desktop Site Speed


Increase in Mobile Site Speed


ncrease in page views


Hale Pet Door is a family-owned, trusted brand that has been in business for over 30 years manufacturing pet doors for cats and dogs. They are known for their high-quality, durable, and energy-efficient products. Hale Pet Doors are made in the USA and come with a lifetime warranty on the frame and a 10-year warranty on parts.





Our Strategy

A full discovery process that included an improved Information Architecture, Competitor Analysis, Heatmaps, User Interviews, and Surveys
We knew that this project would require an extensive discovery process to really understand the unique challenges, frustrations, and pain points that Hale Pet Door customers were facing. Hale Pet Door has two primary personas: 1) contractors who purchase the doors for their client and 2) individuals who purchase the doors for themselves. We also needed to understand the unique admin challenges of maintaining a website that was built on an outdated technologies: Ruby on Rails.


A custom site built on WordPress with improved visuals and a better checkout experience.

  • Replatformed from Ruby on Rails to WordPress with Gutenberg Blocks
  • Integrated WooCommerce for an improved checkout experience
  • Simplified available product and gave customers the ability to easily customize a product

Project Photos

The Results

An improved UX has led to a consistent increase in sales
The aesthetic improvements have positively impacted how visitors perceive Hale Pet Door. The visuals finally reflect the professional, upscale and high-quality brand. Having a more modern and visually appealing design has contributed to a positive brand image and increased credibility for the company.


Increase in Desktop Site Speed


Increase in Mobile Site Speed


Increase in page views