Martha & Moose

Project Details: Martha & Moose is a family-run pet treat brand founded in 2018, known for handmade, natural products crafted in their Hertfordshire bakery. Rooted in values of quality and accessibility, the brand evolved from their long-standing sister company, The Granary Store.

I conducted a full audit of their existing site to identify usability, accessibility, and content issues. I redesigned key pages—improving visual hierarchy, product clarity, and brand storytelling—while optimising the experience across both desktop and mobile. I also used custom CSS to fine-tune layout, styling, and brand consistency beyond Squarespace’s built-in options. The result is a more engaging, accessible site aligned with the brand’s values and customer experience.

Live Website

Date: July 2025

Role: UX & UI Designer, Brand Designer

Tools: Squarespace, Figma, Google Forms

Web Audit & Findings

Before beginning the redesign for Martha & Moose, I carried out a comprehensive audit of the existing website to identify areas where design, usability, and brand communication could be improved. The goal was to create a more accessible, engaging, and user-friendly shopping experience that better reflects the brand’s values and product offering.

1.1 Key Findings

Homepage:

Insufficient colour contrast in the navigation and menu bar reduced accessibility.
Inconsistent spacing and weak visual hierarchy affected overall flow and readability.
Subscription offers were text-heavy and unclear — missing interactive elements like product cards or prominent CTAs.
No clear introduction to signature offerings like the dog birthday cakes or cross-promotion of the Granary Store.
Lacked visual tools like a product carousel to drive product discovery and conversion.
Minimal customer validation — missing testimonials, user-generated content, and Instagram integration.
Newsletter sign-up lacked clear value proposition & brand tone.
Distracting motion elements (e.g., the animated “M” text) caused confusion.
Page lacked digital affordances and clickable links were not clearly distinguished.

Footer:

Typography and layout were inconsistent, with overlapping elements and unclear hierarchy.
Decorative lines under text mimicked hyperlinks but lacked functionality, impacting usability.

Shop Page:

Low colour contrast and inconsistent image cropping impacted clarity and product appeal.
Limited product information at a glance — lack of clear affordances to indicate products were clickable.
Inconsistent product titles reduced professional appearance and findability.

Gift Cards Page:

Lacked clarity on how gift cards could be used or redeemed (e.g., online vs in-person).
No option for direct purchase or product interaction from the page.
Needed clear visuals, delivery info, and terms and conditions.

About Page:

Missed opportunity to showcase brand story, team members, or the expansion to the new store ‘Granary Store’.
Low-resolution imagery and lack of emotional storytelling weakened brand connection.
No visual communication of market presence or behind-the-scenes look at the business.