The challenge
Customers bought the same food every month but had to search for it again each time. Repeat purchase rate lagged the category average.
The solution
We interviewed 24 customers, mapped their reorder journey and redesigned account pages around pets rather than orders.
- Pet profiles with recommended portions.
- One-tap reorder from email and account.
- Simplified navigation by pet type and life stage.
The results
Repeat purchase rate rose 29% and lifetime value grew 17% in six months.
Key takeaways
- Design around the customer’s mental model.
- Small conveniences compound into loyalty.
Talking to our customers changed the roadmap. The reorder button alone paid for the project.
