PAWS

Baz hates beef
Baz hates beef
Baz hates beef

Small team aiming to revolutionise a business and improve pet care
for customers.

Role, client etc...

As a product design lead, I managed a team of designers, led website rebranding, drove subscription growth, and collaborated with stakeholders to enhance the onsite experience and re-platforming.

Year
2020-2023

Role
Product Design Lead

The Challenge

Paws, previously Kokoba, is a pet e-commerce business transforming its tech stack to focus on personalized pet wellbeing subscriptions. These subscriptions will offer pet parents a tailored experience.

Solution

The e-commerce storefront, powered by CommerceTools and Vue Storefront, is now headless. To solve customer challenges, we've developed a proprietary subscription service using pet profiles, including subscription management.

Outcome

During my tenure at Paws, our team demonstrated remarkable resilience during the COVID-19 pandemic. As the UK emerged from lockdowns and adjusted to new work-from-home routines, we witnessed significant growth in the pet industry. In just two and a half years, we rebranded and updated our multiple storefronts, acquired a competitor, and transitioned all their customers to our platform. Eventually, we consolidated all our brands into one: Paws.
Despite the economic turbulence, mainly due to Brexit, we demonstrated adaptability and increased our subscription base from 27% to 40%. This was achieved by improving how people set up and add to their subscriptions and revamping all our email communications, a testament to our commitment to our customers.

Our commitment to innovation was evident in developing a pet profile-powered subscription wellness service. This unique offering aimed to leverage data to set us apart from competitors like Tails, Butternut Box, Amazon, and Pets at Home. While our plans for expansion beyond food and supplements were curtailed by funding constraints, we were poised to create a more comprehensive service, given the opportunity.

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