PetSmart is North America’s largest specialty pet retailer of services and solutions for the lifetime needs of pets.

To stay competitive in the rapidly changing retail industry, PetSmart revamped their loyalty program, adding customer benefits and expanding to an omni-channel experience. While the primary intent of this program was to reward customer loyalty, they also wanted to provide new and innovative ways to promote a deeper connection between their customers and brand.

The Strategy

Taking PetSmart’s digital ecosystem into consideration, our customer-centric approach was fueled by user insights to drive our user experience (UX) and user interface (UI) design processes. This resulted in the creation of unique, yet consistently branded interfaces across desktop, web and mobile — promoting ongoing engagement, personalization, delight and surprise.

Working in an agile process, we augmented PetSmart’s engineering teams across mobile development and QA, increasing time to market velocity for the iOS mobile app launch.

The Results

Users have been thrilled with the new iOS app, giving it an aggregate rating of 4.5 stars across 20K+ reviews. The app also took home a gold W3 award in 2019 for best shopping app.


  • Branding and visual identity
  • CX and ecosystem strategy
  • Customer journey mapping
  • UX/UI strategy and design
  • User testing and validation
  • Responsive web and mobile development
  • iOS app development