How do we encourage communities to care even more about their pets?

Mars Petcare is on a mission to make life better for pets around the world. Mars knew its existing city assessment processes weren’t as consumer-friendly as they could be. So they came to us looking to evolve the user experience, making it more tangible for people to help make their city pet-friendly.

‍Optimizing UX to Create Positive Change

In order to drive action, we needed to tell a story. So we began by showcasing the direct correlation between a city’s pet-friendliness and its overall health. Then we developed a website that gave users the ability to assess their city and give feedback instantly. They could see where their city stood and how they could help it improve. Users could find everything from small changes to individualized plans for cities all over the country. The Better Cities For Pets™ initiative was well on its way to success.