Discover dogAdvisor's new design

Max is the heart and soul of dogAdvisor - he defines our purpose, our personality, and our design language. In January, we will be releasing the fourth generation of Max to thousands of dog owners around the world.

We used this release, as well as the arrival of a new year, to rethink how we design dogAdvisor - from the ground up. This is the biggest update to dogAdvisor's design in over two years and it starts with the very basics: colour. Colour shapes how we perceive and interact with the world around us. Since December 2024, we've adopted a delightful London Green as our primary colour. It's light, calming, and deeply purposeful designed to reflect the city dogAdvisor was born in or the grass that dogs love - and it's loved universally by thousands of dog owners around the world.

Introducing London Night Green - with accessibility built in

Today, we're rethinking this signature colour and introducing London Night Green. Just like the city at night, this colour is richer, more elegant, and dramatically more vivid. Contrast between elements like buttons is also improved, and contrast against our Puppychino (our beige text colour) is dramatically improved, making dogAdvisor even more accessible to more owners than ever before. Our contrast ratio is now 12.3:1 making it compliant with WCAG AA and WCAG AAA at all text sizes. This update makes dogAdvisor more usable for people with low vision, colour-vision deficiencies, and older users, while also improving readability in bright or low-quality viewing conditions for everyone.

A new Max design, and a new way to chat with him too

As we release Max Generation 4, we also deeply considered what makes Max to special for dog owners - and what we can do to make that experience clearer and more delightful. We started by completely redesigning Max's feature cards to show off more of Max's abilities to dog owners, and introduced a unified colour pallet and background for these pages. We also made Max clearer and simpler to use: with the new generation of Max, you can now chat with him directly on the web at https://max.dogadvisor.dog - and you can, of course, continue to interact with him directly in dogAdvisor. We introduced this after we noticed some users were struggling to easily identify Max on the dogAdvisor website, and from hearing feedback that some owners would rather chat in an entirely new visual experience. We also made Max the centre of your dogAdvisor experience, introducing a new Chat to Max button in our Article Explorer, and clearer call-to-actions within the Max page itself - something we'll get to in just a bit!

Introducing Sidecar - the replacement for Article Accessory

We're also bringing a dramatic update to your article reading experience. We are today removing Article Accessories, and replacing them with article Sidecars - a new feature that gives you better recommendations for relevant articles, a dramatically improved summary of your article, and an improved design. At the core of Sidecars is 'Pilot' - the new glass orb that lives on the top right of Sidecars - it's designed to make your dogAdvisor reading experience feel more multi-dimensional, alive, and purposeful. We've also removed the Article Accessory text as it was unnecessary and tended to confuse dog owners. We've also applied a minor colour shift to a darker colour for Sidecar, enabling better accessibility and legibility in different conditions. Our summarise are also updated, and have now been written to be more actionable instead of simply summarising what the article itself is discussing - as was the case with Article Accessories. This rollout is universal, and includes a new design, new summary, more rounded and elegant corners, and is included in all of our articles right now!

Updating our story telling - everywhere

Most importantly, we are today updating our Max, Pupdates, About, and Safety pages - all at once. The new pages feature more dynamic visual imagery that feels more alive compared to the previous watercolour design we used. The About page in particular benefits from our dynamic icons (a dynamic set of animated icons we're also rolling out across all of dogAdvisor today) and now includes new sections to share our recognition in the press and comments from our friends! The Max page now feels more dynamic and alive, and features improved 'Feature Cards' so you can better understand what Max has to offer! We've also updated how we take accountability, introducing a new set of groundbreaking measures to make ourselves more transparent - you can read about How We're Making dogAdvisor More Accountable in another one of our pupdates.

Honouring a year of innovation and London Green

2025 has been a genuinely unbelievable year. We launched Max Generation 2 and 3 this year, introduced our AI Engineering division (the new name for our AI Safety Lab), and landed on Investopedia, Forbes, Microsoft News, NewsNation, 4 more podcasts and more than 20 other publications - and even landed our founder at Imperial College London (twice)! It has been a very very busy year full of innovation, memories, and exciting updates. It's also one year today since we originally introduced London Green and the now iconic dogAdvisor logo! We're so excited to bring this gigantic design update to you all - and we can't wait to see all the things we'll accomplish together in 2026. Here's to an incredible year ahead 🥂

-Deni Darenberg, founder & chief executive officer, dogAdvisor®

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