Affinity Petcare — Digital Experience

During my time as a UX/UI designer at DDB, I worked with Affinity Petcare and its brands Ultima, Advance, Brekkies, and Libra. The brand is a leading company in the pet food industry, offering a wide range of products for dogs and cats across its portfolio. Its audience includes pet owners seeking high-quality nutrition for their pets, as well as animal care professionals and institutions.
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The project’s main objectives were to ensure that visitors could quickly understand the full range of products, easily navigate between brands, and access information efficiently, for both the corporate content and the individual brand websites. Another key objective was the optimization of CRM integration to manage users and leads more efficiently.

Design Approach and Key Contributions

Content Structure

Redesign of the content organization on different landing pages to make information clearer and more accessible, including improvements for each product and campaign to ensure completeness, strong structure, and visual appeal, while optimizing navigation to be clear and user-friendly, taking into account pet food types, pet age segmentation, gender and animal type (dog/cat).

CRM integration to enable user segmentation, lead tracking, brand campaigns, and personalized content based on user preferences.

Form Optimization

Form improvement to make forms intuitive, clear, inclusive, and mobile-friendly, considering accessibility (colors, contrast, labels, keyboard navigation) and inclusive language.

Visual optimization to make the forms more appealing and streamlined, minimizing the number of steps to prevent users from abandoning the process mid-way.

Accessible Design

Website adaptation to provide a seamless experience across all devices, ensuring responsive implementation both on the web and within the CRM.

User Flow Design

Navigation flow optimization to create an intuitive experience for different user types, including pet owners, industry professionals, and the general public. Wireframing and prototyping to validate flows and content structures.

Visual Identity

Differentiated brand design respecting each brand’s unique visual tone, communication style, and target audience, while maintaining overall corporate identity consistency.

User Engagement

Design of multiple landing pages to increase engagement and retain users, integrating dynamic and relevant content such as news, pet care tips, and campaigns, as well as sending emails with this content, always segmented according to the user’s and their pet’s needs and interests.

Results & Insights

The project achieved enhanced clarity and usability, reducing unnecessary clicks and enabling quick access to information about products and pet care. User engagement increased through relevant content, including feeding and care tips, news, and campaigns, with clear and well-organized information—especially valuable for pet owners who want to make informed decisions about their pets’ care and nutrition.

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The website is responsive and accessible, aligned with brand values, and CRM integration optimization strengthened lead tracking and user segmentation, improving Affinity Petcare’s digital presence and brand perception.

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