Treat was purchased by Mars, Inc. as a niche solution for pet owners who need both on-demand veterinary advice as well as personalized food subscriptions for their pets. By owning every Banfield Pet Hospital across the United States, Mars could also provide coupons for veterinary services to consumers directly through the Treat app.
However, Treat had a huge problem: only one user had finished the app onboarding flow, and there were zero recurring users. This was caused by a disconnect around what the app was supposed to provide versus what users actually wanted. We set out to discover why these problems existed and to figure out how to realign the app in order to appeal to their target customers.