Role
Duration
Platform
Toolkit
As dogs' weight changed over time, customers often noticed that their current feeding recommendation no longer felt appropriate.
However, there was no simple way to update feeding guidance without contacting customer support or manually changing information elsewhere in the account.
This created several challenges:
Feeding plans could become misaligned with a dog's current needs.
Customers lacked confidence in making feeding adjustments themselves.
Customer support received recurring queries about weight changes and feeding amounts.
Some customers questioned the effectiveness of the product when expected results were not achieved
The challenge was not simply updating a feeding plan. It was helping customers feel confident enough to take action independently.
Customers were not looking for complex nutritional advice.
They simply wanted confidence that they were making the right decision.
This insight shifted the focus from creating a recommendation engine to designing a guided self-serve experience that balanced clarity, control, and reassurance.
Before investing in a complete solution, we tested whether customers would engage with a lightweight intervention.
The initial experiment focused on encouraging customers to acknowledge weight changes and confirm whether adjustments were needed.
The results validated the opportunity and demonstrated that customers were willing to engage when the process felt simple and low effort.
This gave confidence to move forward with a more comprehensive self-serve experience.
Experiment results
50,000 +
15%
65%
Keep it lightweight - Customers needed a quick answer, not a lengthy assessment.
Give users control - Customers wanted the ability to adjust feeding plans themselves rather than being forced through expert recommendations.
Provide reassurance - Support should remain available for customers who needed additional confidence or guidance.
Keep the experience contextual - The solution should live within the existing account experience rather than introducing new navigation paths or disconnected journeys.
Simple entry point - A binary question reduced cognitive load and encouraged participation.
Immediate feedback - Changes were reflected instantly within the feeding plan, reinforcing trust and confidence.
Control-first approach - Customers could make adjustments themselves without unnecessary barriers.
Optional support - Additional help remained available for customers requiring further guidance, while keeping self-service as the primary path.
What's in scope?
If:
dog’s feeding scoops are changed from 6 to 6 + 2 for weight management
and:
if CS person change their base scoops from 6 to 9
then:
the base size changes but we should also give CS team an option to remove extra scoops
The final experience allowed customers to:
Confirm weight changes.
Adjust feeding amounts independently.
Understand the impact of changes immediately.
View updates directly within their existing feeding plan.
The experience was designed to support multiple household scenarios while keeping decision-making simple and transparent.
Following rollout, the Health Check-in experience demonstrated positive outcomes for both customers and the business.
This project reinforced the importance of balancing guidance with user autonomy.
Initially, it was tempting to create a more prescriptive experience. However, research showed that customers primarily wanted reassurance and control rather than expert intervention.
By focusing on a simple, self-serve solution, we were able to improve customer confidence, reduce operational burden, and support better long-term subscription outcomes.
The project also highlighted the value of validating assumptions early, using lightweight experiments to reduce risk before investing in a larger solution.