Crumb
Helping a fast-growing pet safety app explore a more polished and user-friendly product experience.
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Overview
Crumb is a pet safety platform built around one simple idea: giving lost pets the best possible chance of getting home.
Through smart QR pet tags, online pet profiles, missing pet alerts, vet and shelter notifications, referral rewards and a growing community of pet lovers, Crumb had already built real traction. The product was moving quickly. The user base was growing. The brand had warmth, purpose and a genuinely useful role in people’s lives.
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Opportunity
The challenge
As the platform evolved, the team wanted to explore ways to strengthen the user experience across several key areas of the app.
Moken was brought in to develop a series of product design concepts and UI improvements, focusing on high-impact screens that could make the app easier to use, feel more polished and bring greater consistency across the experience.
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Opportunity
Opportunity
The challenge
Crumb is not a cold utility app. It sits in a very emotional space. For pet owners, the product is about reassurance. It is the thing they hope they never need, but feel better knowing is there. If their dog or cat goes missing, Crumb helps them act quickly, alert the right people and give their pet the best chance of being found.
The experience needed to guide users through important actions without adding stress. It needed to make profile setup feel simple, make progress feel rewarding and make the wider community feel active and useful.
At the same time, Crumb was still evolving quickly as a product. The platform had grown organically, with multiple design approaches and iterations already in place. The challenge was to explore ways of bringing greater structure, consistency and clarity to key parts of the experience while respecting the direction the team had already established.
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Opportunity
What we did
Started with the product moments that mattered most
Rather than trying to redesign the entire app in one go, we focussed on a tight set of screens that could create the most value quickly.
The agreed scope covered six key areas: the dashboard/home screen, pet profile, refer and give overview, badge progress and referrals, community onboarding and the order status/holding screen. Together, these screens touched the core emotional and functional parts of the product: setting up your pet, understanding what Crumb does, seeing your progress, helping others, earning rewards and staying informed while waiting for your tag.
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Opportunity
What we did
The existing product already had a strong idea behind it. Our role was to explore how the interface could better support that idea through clearer hierarchy, stronger visual consistency and a more intuitive user journey.
We developed a series of design concepts that aimed to create an engaged, more polished experience while remaining practical and easy to use. The goal was to make each screen easier to understand at a glance. What has been set up? What still needs doing? What happens next? How protected is my pet? Where can I help? Where am I being rewarded?
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Opportunity
What we did
Designed around guidance, not just information
A big part of the work was turning passive screens into guided product moments. The dashboard was approached as the user’s home base. Not just a place to show information, but a place to help them understand their pet’s protection status and what to do next. The pet profile experience was shaped around clarity and reassurance, helping owners manage the important details someone might need if their pet is found. Because Crumb was growing quickly, the design work needed to be useful beyond the individual screens.
We created reusable UI patterns, cleaner components and a more consistent visual language that could support future product development. The aim was not just to improve six screens, but to provide a stronger design foundation that the team could draw from as the platform continued to evolve.
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Opportunity
The results
The project delivered a collection of product design concepts and UI improvements for key areas of the Crumb experience.
- A focused set of high-impact product screens redesigned
- A clearer dashboard and pet profile experience
- A more engaging referral, badge and rewards system
- A community onboarding direction to support Crumb’s wider network effect
- A holding/order status screen aligned with the existing product
- Reusable UI patterns and Figma components for future development
Most importantly, the work helped clarify opportunities to make the product feel more aligned with what users value most: reassurance, protection and a sense of connection to a wider community of pet owners.
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Opportunity
Opportunity
Opportunity
Opportunity
Why choose Moken
Crumb did not need a generic app redesign. It needed a design partner who could step into a fast-moving product, understand the emotional weight behind the experience and explore practical ways to improve usability and consistency.
We worked closely with the existing product, brand direction and team workflow, focussing our efforts where thoughtful design could have the greatest impact. Every screen had a purpose. Every design decision was shaped around clarity, warmth and helping pet owners feel confident using the product.
Looking ahead
We continue to support Centric as their marketing needs evolve, ensuring their website remains clear, cohesive and fit for an enterprise audience.
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