— THE WILDEST —
The content hub for you and your pets
OVERVIEW
THE WILDEST IN A NUTSHELL 🌰
The Wildest is a web and app content service for pet parents, including product reviews, tailored recommendations, training tips, life stage advice, and nutrition calculators. It provides 24/7 vet access and features Q&As with pet industry experts, as well as insights and musings from a collective of specialists. Strongly connected to social media, The Wildest has garnered over one million subscribers in less than two years since launching its subscription service.
MY ROLE: Head of Product Design & Experience
RESPONSIBILITIES
Design direction and reviews
Design staff management and resource allocation
Branding and marketing collaboration
Brand strategy
Product design roadmapping
CHALLENGES
Roadmap Balancing Act: Coordinating and juggling multiple product roadmaps simultaneously
Competing Feature Asks: Managing multiple stakeholder requests
Brand Alignment: Transforming the existing brand to align with a new derivative of the Kin brand
Tech Constraints: Battling UI and functionality limitations due to legacy front and back-end tooling
ACCOMPLISHMENTS
Integration into the Coco Design System: Successfully refactored and integrated The Wildest “Toby Design System” into the universal “Coco Design System”
Launched Subscription Service: Designed and launched The Wildest subscription program, achieving a 7% conversion rate at launch and ultimately garnered one million subscribers in less than two years
Refreshed Branding and Illustrations: In conjunction with The Kin branding, we conducted a platform-wide brand refresh and added new illustration styles
CREATING THE “TOBY” DESIGN SYSTEM
After successfully launching "Coco," our extensible and universal design system for Kinship and Wisdom, we aimed to integrate The Wildest’s "Toby Design System" with this shared toolset.
ENHANCING CONTENT ENGAGEMENT AT THE WILDEST WITH “THE PACK”
The Wildest was pumping out highly trafficked and sought out content daily. Some was published via social media while additional, more contextual and personalized content remained behind our user’s accounts. The product team asked us to design and roll out a personalized content engine that included real-time Veterinary services, product discounts from Mars Petcare partners, personalized reminders, and more. The Wildest designers were tasked to design the initial subscription onboarding and dashboard.
Introducing The Wildest Pack Subscription: Our new subscription service not only featured curated content but also integrated with our DNA and wearables services, smart collars, pet treats and food, and comprehensive pet care services. It's been a resounding success, attracting over one million subscribers in under two years!
First, we created the flow(s)
Next, we prototyped the content hierarchy and designs
OVERALL PERFORMANCE
Net Promoter Score: 78
Average CSAT Rating: 4.6
Pet Parents dig The Wildest!Subscription Adoption: ~7.3% conversion rate (first quarter)
Total Subscriptions YTD: 1.1 Million
Content Engagement: Social shares: ~5-7k per mo, Click-Through Rate (CTR): 7%