As lead, I stepped into an ambiguous brief and built a clearer path forward. I developed the creative and UX strategy, defined user personas, mapped journey flows, and designed a modular email system that could scale across species, behaviors, and adoption readiness levels. I also created a self-sorting tool with strategic engagement prompts—checkpoints within the journey where adopters could share where they were in the process. These moments personalized the content in real time, meeting people exactly where they were and giving Zoetis valuable behavioral and species-specific data to strengthen future segmentation.
Alongside my copywriter, I shaped the storytelling and message architecture to ensure each touchpoint felt supportive, educational, and emotionally grounded—reflecting the reality of bringing a new pet home. Visually, I unified the Adopt a Pet and Zoetis partnership into one cohesive language, introducing emotional imagery, organic shapes, and a flexible illustration style that softened the clinical edges of the category.
The result is a personalized, emotionally resonant journey that adapts to each adopter’s needs while giving Zoetis something they’ve never had before: a dynamic segmentation engine built to improve customer understanding and deliver more meaningful pet-care guidance for years to come.
Example flow
