Enter Zooplus. How it uses info hierarchy and copy for a great user experience.
Big fan of Zooplus (the online pet food and product retailer, nothing to do with actual zoos). I’ve been a customer for a few years, and more recently downloaded their app. Not sure why, usually I’d favour a website over yet another app clogging up my 9 year old iPhone that’s hanging on by a thread. But here we are. And guess what: it’s a great app for an online store.
Why is it so good? Because it subtly understands its user base and what they want. The subtle cues are mainly to do with the infomation architecture and content and have a big impact on the general user experience. It’s the difference between frustration and delight. So let’s take a look at the home screen. It’s clear, user focused and *chefs kiss* 🤌
Pic of Zooplus’ Home screen, annotated to describe the benefits of the content choices
1. Anticipating user needs
Zooplus nails it by surfacing exactly what users care about:
Reordering past products at a glance
Viewing previous purchases effortlessly
Tracking delivery updates in real time without the user having to navigate elsewhere in the app or to an external delivery company
That kind of anticipation isn’t accidental. It’s informed by data, segmentation insights, and empathy. When users feel seen, their confidence, and satisfaction with an app, skyrockets.
2. Hierarchy and information architecture
The order of the information presented is just.so.great. I love it. Let’s take a look:
Visual hierarchy: Clear sectioning and design give the eye a natural path.
Logical grouping: Related actions are clustered together for mental ease.
Progressive unveiling: Only show what’s needed now, avoiding clutter and surprise.
This layered simplicity helps users breeze through actions without second-guessing.
3. Tone that cheers you on
The interface is super clear and intuitive and the copy is friendly, affirming, even playful.
Why do we like it in copy design:
Tone breeds trust: A voice that feels like ‘you’ve got this’ calms anxiety.
Microcopy moments: Simple tooltips and confirmations can feel like a pat on the back.
Personality adds warmth: Nobody likes sterile, robotic messages.
Well-executed tone turns routine tasks into moments of delight.
4. Holistic UX: content + design + performance
What zooplus achieves isn’t just neat copy, it’s a whole ecosystem of good user choices:
Strategic content—it knows what users want, before they do.
UI design—it guides attention where it matters.
Microcopy and tone—adds warmth and clarity.
Performance—fast, responsive, reassuring.
The result? A cohesive, frustration-free experience that feels custom-made for each whippet, or human.
Your challenge
Next time you design or write for a home screen:
Put yourself in users’ paws, what do they really want first?
Craft messaging that’s clear, encouraging, and brief.
Ensure every tap or scan happens fast and meaningfully.
Do that, and you’ll design experiences your users actually enjoy using.
In the race to stand out, it’s not flashy features that win. It’s the little content moments that make life smoother. Zooplus’ home screen is a reminder: when content design is aligned with UX, you don’t just serve users, you understand them and make life easier.
Craft copy intentionally, and you might just have users wagging tails, whether they’re whippets or people. And if you need a helping hand getting your app copy in better knick, give us a shout!
