Home Again
A new leash on digital life: redesigning HomeAgain Pet Recovery
Pet owners rely on HomeAgain to be there if their pet ever goes missing. HomeAgain takes that job seriously and, since its beginning, the company has reunited over three million lost pets with their owners. But HomeAgain’s website wasn’t living up to the brand’s promise. In cooperation with HomeAgain’s parent company, Merck Animal Health USA, we gave the site a fresh start: clearer navigation, smarter content, and a friendlier design that helps pet parents understand how microchipping actually works — and why it matters.
Getting lost
When users don’t understand the product, it’s time to retrace your steps. Despite HomeAgain’s powerful offering, keyword research revealed that many users didn’t fully understand how microchipping works, and they weren’t clear on the difference between basic and premium services. The site’s content and navigation weren’t helping — critical information was hard to find, and the member login experience was fragmented.
Helping pet parents find their way
We started by talking with product, customer support, and marketing stakeholders to understand the top pain points and must-have features. Then, we conducted keyword research to align the content strategy with actual user search behavior. This informed a revised information architecture and new content that clearly explained the microchipping process, service tiers, and how to get started. Visually, we refreshed the design to reflect HomeAgain’s branding while making the experience more inviting.
Behind the login, we streamlined key workflows: microchip registration, pet profile management, and customer account dashboard information. We also improved instructional copy and interaction patterns. The result: less guesswork, more confidence, and a smoother journey from homepage to checkout.
Back on track
The new HomeAgain website is clearer, faster, and easier to use — whether visitors are researching microchipping for the first time or managing their existing account. It reduces friction for users, lightens the load on customer support, and creates a stronger foundation for future marketing efforts. In short: a digital experience that’s finally as dependable as the service itself.