Pet Tracker Platform
Website Redesign for Tail Tag

Tail Tag is a UK-based pet-tech company built to answer one question: “Where is my pet?” They offer smart collar tags that send GPS alerts. These tags auto-connect with online pet profiles. They provide pet parents with instant contact capabilities in the event of a missing pet.

Their mission is to enhance pet safety. It is to speed up painful pet and pet parent reunification processes. Sounds like an awesome and helpful product idea, right? It is.

But their website was the opposite of that. Cluttered. Confusing. Untrustworthy. Tail Tag’s website failed to give pet parents confidence in the brand’s vision or the product’s effectiveness.

Tail Tag engaged our studio to overhaul their website. They asked us to custom-redesign their site and make it communicate trust and competence from the first click.

Our specific design objectives were to:

• Build Instant Trust and Credibility: The new design had to make users feel instantly safe and present the product as advanced, yet easy to use – it had to share real stories of pets saved with Tail Tag.
• Clearly Demonstrate Product Value: The site had to visually explain how the smart tags, the live GPS alerts, and instant contact features work in under 10 seconds.
• Engineer a Frictionless Mobile Path to Purchase: The website experience had to feel flawless on smartphones – it had to allow pet parents to freely learn, browse, and interact with the brand on the go.
• Create a Cohesive and Caring Brand Identity: The site’s visual language needed a total rethink. No more mismatched chaos. The new website had to feel modern. It had to convey a sense of well-being for animals. It had to feature more brand-centric colors, more intuitive icons.

This redesign was about custom-engineering a new, confident, and reassuring website experience. One that would turn the anxieties of worried pet parents into an instant feeling of security.

The old Tail Tag website was actively undermining its own mission. It created friction and doubt at a moment when pet parents needed clarity and reassurance most.

• Confusing, Cluttered First Impression: The previous site’s layout was chaotic. Critical information on how the tag actually worked was buried under messy navigation. GPS alerts hid behind four menus. This created immediate doubt for anxious pet parents who were looking for simple, effective safety solutions for their pets.
• A Broken Mobile Experience: The site was nearly unusable on mobile devices. Buttons shrunk and became untappable. Text overlapped. The checkout sometimes crashed. This alienated the vast majority of modern pet parents.
• A Failure to Connect Emotionally: The brand’s powerful mission of reuniting families with their lost pets was completely lost. Dry tech specs dominated the site. No heart. No testimonials. Just bullet points explaining the tech and a sea of inconsistent visuals.
• Brand Whiplash: Four fonts. Clashing blues. Stock photos of cats with dog tags. Felt cheap. Felt unreliable.

This form of weak, inconsistent design and storytelling plagued the site. It failed to create the emotional connection necessary for a purchase this important for pet parents.