Diggs Pet

Diggs Pet

UX

Creative Direction

DTC

Diggs is a premium pet supplies brand aiming to disrupt the pet industry through design and innovation.

Diggs is a premium pet supplies brand aiming to disrupt the pet industry through design and innovation.

Diggs Pet Dog wearing collar
Diggs Pet Dog wearing collar

Styling an
aspirational lifestyle

I led several lifestyle photo* and video shoots for Diggs, helping elevate the brand and feed their performance advertising machine.

*Photography by Dalton Tokarczyk.

*Photography by Dalton Tokarczyk.

Diggs Pet Lifestyle Small Pine Dog Crate
Diggs Pet Lifestyle Ash Dog Crate
Diggs Pet Lifestyle Medium Pine Dog Crate
Diggs Pet Lifestyle Ash Dog Crate with a young woman
Diggs Pet Closeup of dog wearing color
Floating dog peanut butter surrounded by falling fruit

Diggs Website Design

Diggs' website was riddled with issues, from how it looked (cutesy/cheap), to page speed and functionality.

Crate Sizing is a major pain point

A large % of costly returns came from sizing related issues. I came up with the following solution:

  • Add a "Get Your Crate Size" section on the Revol product page linked to a brief Typeform questionnaire.

  • Added over 360 different breeds to the Typeform survey.

  • Integrated Typeform and Klaviyo, to capture breed data and trigger personalized crate size recommendation emails.


  • In addition, I created a Shopify Flow to capture the breed of new sales. Then created Klaviyo flows to identify if a crate is likely too small or too large and notify the customer.

Crate Sizing is a major pain point

A large % of costly returns came from sizing related issues. I came up with the following solution:

  • Add a "Get Your Crate Size" section on the Revol product page linked to a brief Typeform questionnaire.

  • Added over 360 different breeds to the Typeform survey.

  • Integrated Typeform and Klaviyo, to capture breed data and trigger personalized crate size recommendation emails.


  • In addition, I created a Shopify Flow to capture the breed of new sales. Then created Klaviyo flows to identify if a crate is likely too small or too large and notify the customer.

Crate Sizing is a major pain point

A large % of costly returns came from sizing related issues. I came up with the following solution:

  • Add a "Get Your Crate Size" section on the Revol product page linked to a brief Typeform questionnaire.

  • Added over 360 different breeds to the Typeform survey.

  • Integrated Typeform and Klaviyo, to capture breed data and trigger personalized crate size recommendation emails.


  • In addition, I created a Shopify Flow to capture the breed of new sales. Then created Klaviyo flows to identify if a crate is likely too small or too large and notify the customer.

Crate Sizing is a major pain point

A large % of costly returns came from sizing related issues. I came up with the following solution:

  • Add a "Get Your Crate Size" section on the Revol product page linked to a brief Typeform questionnaire.

  • Added over 360 different breeds to the Typeform survey.

  • Integrated Typeform and Klaviyo, to capture breed data and trigger personalized crate size recommendation emails.


  • In addition, I created a Shopify Flow to capture the breed of new sales. Then created Klaviyo flows to identify if a crate is likely too small or too large and notify the customer.


This solution saved hundreds of thousands of dollars in returns. It also had a very large impact on conversion rate for those who used it.

This solution saved hundreds of thousands of dollars in returns. It also had a large impact on conversion rate for those who used it.

I was the Head of Marketing at Diggs for three years.

I was the Head of Marketing at Diggs for three years.

Diggs Pet Product Page Website
Diggs Pet Gif showing get your crate size flow
Diggs Pet Home Page Website

Results

Grew email attributed

revenue by 30%

Grew email attributed

revenue by 30%

Grew email attributed

revenue by 30%

30%

Cut acquisition
costs by 57%

Cut acquisition
significantly

Cut acquisition
significantly

-57%

Increase in conversion rate (2019-2021)

Increase in conversion rate (2019-2021)

Increase in conversion rate (2019-2021)

112%

"Bart doesn't see roadblocks, he sees opportunities and new ways to do something that challenges long held conventions and beliefs."

"Bart doesn't see roadblocks, he sees opportunities and new ways to do something that challenges long held conventions and beliefs."

Courtney Armstrong

Courtney Armstrong

VP of Product, Diggs Pet

VP of Product, Diggs Pet

Featured on

The world's most visited packaging design site.

The world's most visited packaging design site.

Leading consumer trend forecaster

Leading consumer trend forecaster

Diggs Packaging Design

I designed and set the direction for all Diggs packaging, manuals, stickers and quick start instructions.

Pet parents often shared photos of their unboxing experience and mentioned how they loved the packaging.


Notable:

Revol's packaging was featured on The Dieline & a WGSN trend report.

Both features discussed how the packaging utilized the entire box to create a brand experience.

Diggs Pet Packaging Collage
Diggs Pet Packaging GIF

Diggs Website Design

I designed and set the direction for all Diggs packaging, manuals, stickers and quick start instructions.

Pet parents often shared photos of their unboxing experience and mentioned how they loved the packaging.


Notable:

Revol's packaging was featured on The Dieline & a WGSN trend report.

Both features discussed how the packaging utilized the entire box to create a brand experience.

Diggs Pet Packaging Collage
Diggs Pet Packaging GIF


Product Design
& Development

While at Diggs, I had my first opportunity to be part of a physical product design process. Over three years, I led product CMF (color, material, finish) in partnership with the product team.


Problem:
Most dog crates do not fit well with home decor. They tend to be grey or black (there were very few light options on the market).


Solution:
Release a white or light colored Revol dog crate that would appeal to interior design enthusiasts.


Results:
The Ash Revol dog crate became Diggs' runaway best-seller and still is to this day.

It was a hit with petfluencers and content creators, driving many new collaborations.


It was also featured on Dwell, Design Milk, Home & Gardens and others.

I designed and set the direction for all Diggs packaging, manuals, stickers and quick start instructions.

Diggs Packaging Design

Pet parents often shared photos of their unboxing experience and mentioned how they loved the packaging.


Notable:

Revol's packaging was featured on The Dieline & a WGSN trend report.

Both features discussed how the packaging utilized the entire box to create a brand experience.

"Bart doesn't see roadblocks, he sees opportunities and new ways to do something that challenges long held conventions and beliefs."

Courtney Armstrong

VP of Product, Diggs Pet

Product Design
& Development

While at Diggs, I had many opportunities to be part of a physical product design process. Over three years, I led product CMF (color, material, finish) in partnership with the product team.


Problem:
Most dog crates do not fit well with home decor. They tend to be grey or black (there were very few light options on the market).


Solution:
Release a white or light colored Revol dog crate that would appeal to interior design enthusiasts.


Results:
The Ash Revol dog crate became Diggs' runaway best-seller and still is to this day.

It was a hit with petfluencers and content creators, driving many new collaborations.


It was also featured on Dwell, Design Milk, Home & Gardens and others.

Diggs Pet Ash Dog Crate 3/4 view
Diggs Pet Ash Dog Crate 3/4 view
Diggs Pet Ash Dog Crate Ceiling Window
Diggs Pet Ash Dog Crate Ceiling Window
Diggs Pet Ash Dog Crate Lifestyle
Diggs Pet Ash Dog Crate Lifestyle

Diggs Packaging Design

I designed and set the direction for all Diggs packaging, manuals, stickers and quick start instructions.

Pet parents often shared photos of their unboxing experience and mentioned how they loved the packaging.


Notable:

Revol's packaging was featured on The Dieline & a WGSN trend report.

Both features discussed how the packaging utilized the entire box to create a brand experience.

Diggs Pet Packaging Collage
Diggs Pet Packaging GIF

Featured on

The world's most visited packaging design site.

The world's most visited packaging design site.

The world's most visited packaging design site.

Leading consumer trend forecaster

Leading consumer trend forecaster

Leading consumer trend forecaster

"The packaging brought smiles to my face."

"The packaging was remarkable."

"The packaging for the crate and the pad were thoughtful, informative, and recyclable."

-Diggs Customer Reviews

Product Design
& Development

While at Diggs, I had many opportunities to be part of the product design process. Over three years, I led product CMF (color, material, finish) in partnership with the product team, informed the product roadmap and made significant contributions to feature development and usability.


Problem:
Most dog crates do not fit well with home decor. They tend to be grey or black (there were very few light options on the market).


Solution:
Release a white or light colored Revol dog crate that would appeal to interior design enthusiasts.


Results:
The Ash Revol dog crate became Diggs' runaway best-seller and still is to this day.

It was a hit with petfluencers and content creators, driving many new collaborations.


It was also featured on Dwell, Design Milk, Home & Gardens and others.

What I did:

  • Pitched the initial idea

  • Ran the customer color survey

  • Helped pick color, material & finish

  • Launched & marketed the product


Diggs Pet Ash Dog Crate 3/4 view
Diggs Pet Ash Dog Crate Ceiling Window
Diggs Pet Ash Dog Crate Lifestyle

Results

Grew email attributed revenue by 30%

Grew email attributed revenue by 30%

30%

Cut acquisition

costs by 57%

Cut acquisition

costs by 57%

-57%

Increase in conversion rate (2019-2021)

Increase in conversion rate (2019-2021)

112%

Results

Growth in revenue due
to new color ways

Growth in revenue due
to new color ways

98%

Grew a top 150
affiliate program

Grew a top 150
affiliate program

Top

Top

150

Four day large Revol pre-order sales

Four day large Revol pre-order sales

$600k

Results

Growth in revenue due
to new color ways

Growth in revenue due
to new color ways

Growth in revenue due
to new color ways

98%

Grew a top 150
affiliate program

Grew a top 150
affiliate program

Grew a top 150
affiliate program

Top

Top

Top

150

Four day large Revol
pre-order sales

Four day large Revol
pre-order sales

Four day large Revol
pre-order sales

$600k

Bart Fish Design © 2023

Styling an
aspirational lifestyle

Styling an
aspirational lifestyle

Styling an
aspirational lifestyle

I led several lifestyle photo* and video shoots for Diggs, helping elevate the brand and feed their performance advertising machine.

*Photography by Dalton Tokarczyk.

I led several lifestyle photo* and video shoots for Diggs, helping elevate the brand and feed their performance advertising machine.

*Photography by Dalton Tokarczyk.

I led several lifestyle photo* and video shoots for Diggs, helping elevate the brand and feed their performance advertising machine.

*Photography by Dalton Tokarczyk.