Emotipaws

This was a highly complex project built from the ground up. One of the biggest challenges was to implement a robust tracking system capable of identifying exactly where each user came from, which campaign they clicked (active or inactive), and whether they made a purchase. Additionally, the platform needed to automate certificate renewals, integrating directly with PayPal’s API. This involved extensive testing and coordination with platforms such as Google Ads, Meta Ads, and Microsoft Ads — requiring user account shadowing, multiple API keys, and user permissions.

The goal was to deliver a clear and efficient digital experience that communicated the value of ESA certification while giving the client full visibility over user behavior and campaign results. We focused on building a system that prioritized data integrity, transparency, and automation — ensuring every step, from onboarding to renewal, was reliable and scalable.

Insight and Strategy Formulation: We began with in-depth discovery sessions, user interviews, and data analysis to identify user pain points. We restructured the site architecture, designed new user flows, and developed content-led layouts that answered users’ questions at every step. Key usability testing rounds, especially on mobile, helped us iterate toward the optimal experience.

Our goal was to develop a robust platform that simplifies the process of obtaining Emotional Support Animal (ESA) certifications, while providing the client with comprehensive insights into user behavior and campaign effectiveness. By integrating advanced tracking systems and automating key processes, we aimed to ensure that individuals seeking emotional support through their pets could do so effortlessly, and that the client could make informed decisions based on real-time data.