Design System
Itch Pet Wellness
Simplifying Pet Wellness Subscriptions
The pet wellness industry has experienced a rapid surge in subscription-based services, mirroring trends in human wellness. Itch Pet Wellness, one of the UK’s leading innovators in this space, initially specialised in flea and worm treatments for dogs and cats. As the business matured, Itch expanded its offerings into a broader wellness ecosystem, including healthy treats, dental and ear care.
We engaged a specialist branding agency to evolve the brand identity, packaging, and tone of voice, which gave us the chance to reimagine the digital experience.
Brief
Redesign the Itch Pet Wellness digital experience to reflect the refreshed brand identity and streamline the path to subscription. Create an intuitive, personalised funnel where pet owners could either build their own plan or receive a tailored recommendation through a guided journey. Build trust through clarity, usability, and reassurance while establishing a scalable design system for long-term consistency.
approach
Conducted comprehensive competitor and market analysis across subscription services, identifying opportunities to differentiate through personalisation and user-friendly design.
Designed an intuitive subscription funnel enabling pet owners to answer simple questions and receive a tailored wellness plan within minutes, balancing playful, human-centric copy with clear step-by-step guidance.
Led a complete website overhaul with a colourful, playful visual language incorporating hand-drawn arrows and vibrant design cues. Redesigned product pages to support both one-off purchases and subscriptions, integrating scientific details to build credibility with health-conscious pet owners.
Collaborated closely with the branding agency through UX/UI workshops and partnered with Itch’s Head of E-commerce and Founders, and external development team to ensure brand alignment, business objectives, and technical feasibility throughout the project.
Established a modular design system and flexible email component framework, validated through extensive testing with pet owners to refine user flows, tone of voice, and interaction patterns.
Designing the Subscription Experience
I conducted a comprehensive competitor analysis of subscription models like Harry’s, Wild, Jinx, and Dandy. I designed a progressive disclosure model introducing complexity gradually, with dual user paths: a “Quick Build” for confident owners and a guided journey for those seeking recommendations. Strategic trust-building moments, such as scientific details, veterinary endorsements, and transparent pricing, addressed core concerns around product suitability. Collaborating with the branding agency and development team, I balanced playful visual language with functional clarity, validated through testing with pet owners to ensure intuitive navigation throughout the subscription journey.
outcome
The redesign successfully positioned Itch Pet Wellness as a leader in the pet subscription wellness space, delivering a seamless, accessible experience that converted casual browsers into loyal subscribers. The personalised funnel and refreshed website simplified onboarding, strengthened customer trust, and elevated brand perception. The scalable design system and email framework established a foundation for continued growth, enabling Itch to maintain consistency as they expand their product offerings and customer base.
