— ADOPT-A-PET —

Helping millions of people and pets find each other

OVERVIEW

ADOPT-A-PET IN A NUTSHELL 🌰

Adopt-a-Pet is a full-service pet adoption and rehoming platform with over 225,000 confirmed adoptions to date. During my tenure at Kinship, Adopt-a-Pet was newly acquired and underwent several internal changes, including the appointment of a new CEO and a revision of its mission. Our product design and UX efforts focused on rebranding Adopt-a-Pet to align with the other products in the Kinship portfolio.

MY ROLE: Head of Product Design & Experience

RESPONSIBILITIES

  • Design direction and reviews

  • Design staff management and resource allocation

  • Branding and marketing collaboration

  • Brand strategy

CHALLENGES

  • Evolving Leadership: Navigating strategic and business leadership changes

  • Racing Against Time: Managing tight timelines with limited bandwidth

  • Lone Designer: Relying on a single Product Designer to carry the load

  • Brand Alignment: Transforming the existing brand to align with the new derivative of the Kin brand

  • Tech Constraints: Battling UI and functionality limitations due to legacy front and back-end tooling

ACCOMPLISHMENTS

  • Brand and Marketing Strategy Overhaul: Adopt-a-Pet received a much-needed "glow up" after six years without change.

  • Dynamic Content Integration: We integrated relevant content into the Adopt-a-Pet platform using The Wildest API and micro-services.

  • UI Design Refactoring: Conducted an extensive UI audit and began transitioning all elements, components, and patterns to our global COCO Design System.

PHASE I: SEAMLESS BRAND INTEGRATION

Working closely with our brand and marketing teams, we weaved Adopt-a-Pet branding into the new Kin brand, ensuring both cohesion and scalability.

ADDING DYNAMIC & SHAREABLE CONTENT: Leveraging the capabilities of our sister company, The Wildest, we integrated a dynamic content API service into the Adopt-a-Pet platform

BEFORE:

⚠️ Static content: Manually updated, typically published on a monthly basis

⚠️ Low Content Engagement: Content click rates low

⚠️ High Content Abandonment: Users not completing articles or other content

⚠️ Minimal social media referrals: Limited traffic coming from SM platforms due to non-shareable content

AFTER:

✅ Boosted Engagement: Dynamic content increased likes, shares, and comments by 36%, and time on site by 22%

✅ Integrated CMS: By integrating The Wildest content engine, we we able to automate our workflow, increasing our efficiency and dynamic output by over 50%

Previous

GoodFriend
Next

The Wildest