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.

Cat pawing at mobile phones with PetSmart app on screen
Kitten playing with mobile screens of the PetSmart app

Hathway + PetSmart

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.

Seamless Omni-Channel Experience

During kickoff and discovery, our team analyzed the newly redesigned PetSmart Treats program to define the core building blocks for creating a seamless omni-channel experience. In close collaboration with PetSmart’s corporate brand team, we engaged in a series of design thinking workshops to create a mobile-first digital brand identity system.

Persuasive Design

Our customer experience (CX) process was predominantly focused on creating personalized interactions to influence brand engagement, promote usage frequency, and increase average order value. Through this work our team was able to influence PetSmart’s best practices relating to gamification, lower barriers to entry, and mobile commerce (upsell and cross-sell capabilities).

Research & Testing

Benchmarking the user experience with a detailed map of the customer journey and associated fringe cases, our team conducted a series of iterative user tests throughout the project lifecycle.

We used a combination of qualitative and quantitative testing methods, measuring time-to-task and system usability scores (SUS), to help us identify opportunities, risks and customer sentiment across the digital ecosystem.

App Launch

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.

Screens from PetSmart loyalty program app
Screens from the PetSmart Treats loyalty 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

The End Result

Users have been thrilled with the new iOs app, giving it an aggregate rating of 4.6 stars across
20K+ reviews. It also ranks in the top 100 Shopping apps in the App Store.


Dogs head poking out from bottom with PetSmart web screens above.