Casco Pet
We transformed their website into a user-centric experience, making it easier for customers to explore and understand their innovative enclosures.
As global leaders in pet retail and veterinary enclosures, CASCO’s innovative products are designed to improve animal welfare across aquatics, small animals, reptiles, and birds. But despite their reputation for innovation, their previous website wasn’t keeping pace - customers were struggling to navigate the product range, understand the differences, and ultimately discover the solutions they needed.
The project was about much more than information design. It was about rethinking the customer journey to make product discovery effortless, intuitive, and meaningful.
Through in-depth collaboration with the CASCO team, we uncovered a core issue: their product taxonomy was confusing, with categories buried deep in the hierarchy and inconsistent pathways between related products. At the same time, other valuable content - such as case studies, blogs, and support information - was siloed or underutilised, limiting its potential as a meaningful entry point for customers.
This insight shaped the foundation of our solution: a leaner taxonomy that put clarity and user goals at the centre of the experience.
We began by reorganising the product hierarchy, introducing clear parent categories and breaking them down into direct, logical sub-groupings. Each category was given its own landing page, a hub that balanced high-level marketing messages with clear pathways into detailed product exploration.
To support different user behaviours, from those searching for a specific product to those browsing more broadly, we mirrored this structure within a mega-menu navigation system, ensuring intuitive pathways wherever a user landed on the site.
Crucially, we didn’t stop at products. By elevating case studies, blogs, service and support, and replacement parts into primary navigation, we aligned the website with real customer behaviours. For many prospects, these are the true starting points of discovery, and positioning them front-and-centre significantly improved visibility and engagement.
Every decision was made with scalability in mind, ensuring CASCO’s digital presence could evolve alongside the business. The result? A user-centric platform that makes it easier than ever for CASCO’s customers to understand, explore, and connect with their innovative enclosure solutions. All while strengthening CASCO’s position as a global leader in their industry.
