Pangolin Website

The Challenge

Waggle is a category leader in pet tech, offering IoT-powered products that help pet parents monitor, protect, and care for their pets. Despite strong traffic and product-market fit, key performance metrics like add-to-cart rate, checkout flow, and mobile engagement were underwhelming. Product journeys felt fragmented, and important programs like referrals and community advocacy lacked visibility.

We were brought in to address four core challenges:

Diagnose and improve conversion friction across multiple product lines
Consolidate a fragmented site structure and eliminate redundant pages
Build a digital experience that supports both performance and storytelling
Transition to a future-ready architecture that can scale with product and audience growth

Our Approach

We saw the problem as one of foundation and flow. Starting with an in-depth architecture audit, we evolved the platform into a fully headless e-commerce solution built on a performance-first design system, engineered for speed, scalability, and conversion.

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Execution

Technical Discovery + UX Diagnosis:

Conducted a full audit of user behavior, site performance, and conversion drop-off points
Identified content inefficiencies, duplicated flows, and under-optimized journeys
Recommended a transition to headless architecture for speed, flexibility, and modular scalability

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UX Restructuring + Design System:

Designed frictionless, mobile-first journeys for each persona segment
Introduced a clean visual system using glassmorphism, emphasizing clarity and hierarchy
Repositioned high-impact flows (referrals, FAQs, ambassador programs) to reduce bounce and improve retention

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Development + Optimization:

Implemented headless CMS and restructured front-end for improved page load and responsiveness
Reduced decision fatigue with clear use-case-driven landing structures
Designed checkout for fewer clicks, better mobile performance, and faster speed-to-purchase

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The Results

Add-to-cart rate and referral participation

Fewer drop-offs and better placement of high-impact programs drove immediate behavior change.

Improved session quality across mobile

Mobile-first UI and reduced friction led to longer, more purposeful sessions.

More confident team-wide storytelling

Internal and external stakeholders now speak to the platform’s value with greater clarity.

Building a differentiated high-conversion headless e-commerce platform for a category leader in pet tech

Waggle

Technical Discovery + UX Diagnosis:

UX Restructuring + Design System:

Development + Optimization:

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