Pooch & Mutt —
Design Lead - UWP AGENCY
Pooch & Mutt was founded in 2007 by Guy Blaskey. Pooch & Mutt work with top nutritionists in the UK, who have developed the food range to not only cut out the junk of mass-produced pet foods, but to include positive nutrition such as supplements and nutraceuticals, to help dogs lead happy, healthy lives. Pooch & Mutt approach UWP to redesign their UI, UX and Creative Content throughout their online eccomerce experience.
Creative Content Art Direction by Fran Boyd
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Pooch & Mutt had rapid growth, but the brand was aware of a few on-site issues that they wanted to tidy up and the turnaround was fast. First up, the user experience (UX) was not as intuitive as it could be, with page structure proving confusing, and individual products set up as variants. The ecosystem needed to be pulled apart, then pieced back together again, so that shoppers could find the right food for their pups with ease.
Additionally, the existing subscription service was low on sign-ups and high on churn rate. It needed to be relaunched in order to remain competitive with Pooch & Mutt’s retail partners. They were finding that, whenever a retailer applied an offer or discount to their products, they were losing sales revenue on their official ecommerce store. By introducing subscription and loyalty point models, they hoped to provide customers with an incentive to shop D2C (direct to consumer), without needing to match Amazon’s deep discounting.
And, finally, they needed a content refresh. Though Pooch & Mutt’s unique selling point is their nutritious ingredients, their visuals showed the food pouches without letting consumers see what’s inside. The goal was to revamp the content, the design and the images displayed on the site.
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I redesigned the brands design direction to follow a whole new visual style for the Pooch & Mutt website, this also included creative content direction where I worked closely with our in-house Art Director Fran Boyd. The brand design included a completely fresh colour palette, typography and layout that would was consistent with the packaging design and in-store experience. Punchy peach, pink, purple and blue tones correlated with the product packaging colours, but a white background broke them up, ensuring the multitude of hues felt clean and cohesive to create a scalable and timeless design style.
Pooch and Mutt has a large product collection, this meant filtering was key to the new customer journey, so shoppers could browse by their pup’s age, size, unique health needs and favourite flavours. We designed and built an easy-to-navigate mega menu and complex filtering system that would help consumers pinpoint the perfect product for their pup.
Then, there were all the ecommerce extras, we created a visual style for – and then built – a ‘Find Your Food’ recommendation engine. After answering a few quick questions about their dogs (such as their breed, age and size), shoppers can now get a bespoke recommendation of healthy, nutritious eats to keep their pooch fighting fit.
While other Pooch & Mutt retailers, such as Amazon, were winning customers with deep discounting, the team wanted to try a more creative tactic on their D2C site. So, we worked with them on a ‘Subscribe & Save’ model that would reward customers for their loyalty. A brand like Pooch & Mutt is the perfect subscription candidate, with consumables that shoppers need to top up regularly.
Working on the design and build for the ‘Build a Subscription Box’ engine, we enabled shoppers to quickly and easily pick their products and delivery frequency. They’re able to choose from the full Pooch & Mutt portfolio, with the option of mixing and matching flavours, as well as switching up their pack sizes. Subscribers are then able to manage their subscription in the accounts section, so they can pause and cancel boxes without hassle. And, not only do they save up to 23% when they subscribe, but they also now earn triple PoochRewards (loyalty points) to spend on future purchases.
