Pet Circle Case Study
I joined a fast-moving product team to help improve the customer experience across their eCommerce platform, from refining key user flows to exploring new product opportunities that supported long-term customer retention and loyalty.
My work focused on the core shopping experience, Auto-Delivery feature optimisation, and mobile design improvements. I also led the design exploration for a mobile app concept, contributed to internal tools for customer support, and supported marketing design where needed.
The Challenge
At the time that I joined Pet Circle, the brand was growing quickly, but their user experience had not yet caught up to the scale of the business.
Key friction points included:
A complex and sometimes unintuitive checkout experience
Low uptake of the Auto-Delivery feature, which was essential to improving customer retention and logistics
A desktop-first design that lacked usability for mobile shoppers
Internal tools that made it difficult for customer service staff to quickly resolve order or delivery issues
Pet Circle was growing quickly, but their user experience had not yet caught up to the scale of the business. Key friction points included:
The Solution
Auto-Delivery UX Redesign
I collaborated with product managers and developers to audit, re-map, and redesign the Auto-Delivery workflow.
By simplifying setup, surfacing the benefit (discount and convenience), and improving notifications around scheduling, we made the feature easier to understand and more attractive to use — directly helping to reduce customer churn and increase repeat orders.
Mobile App Exploration
I led the concept and UX design for a dedicated mobile app — conducting competitor research, wireframing key flows, and designing prototypes focused on simplifying repeat orders, personalized recommendations, and pet profile management.
Although the app wasn’t developed due to limited engineering resources, the exercise helped the team implement many of those UX improvements into the mobile web experience, making the site easier to navigate and shop from on any device.
Customer Support Tooling
Toward the end of my time at Pet Circle, I shifted focus to an internal UX project — redesigning key parts of the customer support workflow. I worked with support staff to understand pain points and mapped a cleaner experience for tracking deliveries and responding to customer queries faster.
This work laid the foundation for better tooling and greater operational efficiency.
Examples of my work at Pet Circle
Final Thoughts on Pet Circle
Working at Pet Circle gave me the opportunity to work on both customer-facing and internal experiences, contributing directly to growth while advocating for design thinking across the business. I learned the value of shipping improvements incrementally, collaborating across departments, and designing for constraints, especially when balancing feature ambitions with tech capacity.
Want to learn more?
I’m happy to walk through specific design flows, share prototypes, or talk through how I solve product and UX problems.