End-to-End Website Experience https://www.max-molly.co.nz/
Create brand collateral to promote products for Max & Molly New Zealand distributor. The collection includes Website design, business cards, eDM, spinner displays, and online marketing campaigns.
01. The Challenge
Max & Molly is a German-designed pet accessories brand with a unique product — the Gotcha! Smart ID Tag, which combines pet fashion with a built-in digital safety system. The challenge was to design a clean, mobile-friendly eCommerce site for the New Zealand market that:
- Educates users on how the Smart ID system works
- Builds trust with first-time buyers
- Encourages exploration of related products (collars, leashes, etc.)
- Converts interest into sales
02. Research & Discovery
User interviews and competitor analysis revealed that most pet owners either didn’t know about smart tags or assumed they required subscriptions. Users wanted:
- Simplicity: Easy to understand what the tag does
- Reassurance: Know their pet’s info is safe and recoverable
- Aesthetic value: Stylish products that matched their pet’s personality
03. User Journey Mapping
Mapped the key moments of the user experience:
- Landing on the homepage
- Discovering the Gotcha! Smart ID system
- Learning how it works
- Choosing a matching collar/tag set
- Checking out with confidence
04. Design & Prototyping
The design focused on clarity and emotional reassurance:
- Soft colour palettes inspired by pet accessories
- Icons and videos to simplify technical explanations
- A persistent cart and wishlist for better conversion
05. The Result
The redesigned experience encourages trust and exploration.
Key wins:
- Bounce rate decreased after homepage redesign
- Users spent more time on the Gotcha! page
- Bundled product sales increased (tag + collar combos)
- Customers reported feeling more “safe” and “informed”
Portfolio 