PurePet Food
The Problem
Pure Pet Food had a strong subscription proposition but the wider customer experience had become fragmented. Onboarding, trial, retention, and communications were being optimised independently, making it impossible to create a cohesive end-to-end experience. The business was losing customers during trial and didn't fully understand why.
Analysing conversations and 2 surveys over 4 weeks and 15 owners and dogs
My Role
Service design lead — research planning, synthesis, journey mapping, service principles, and strategic recommendations.
Discovery & Strategy
A multi-method research programme combining customer interviews, diary studies, surveys, stakeholder interviews, journey mapping, and insight synthesis workshops. I translated large volumes of qualitative and behavioural data into a set of actionable service principles and strategic recommendations that could guide future product and operational decisions — making sure the work didn't just become a presentation deck but something the team could actually use.
Discovery & Strategy
A multi-method research programme combining customer interviews, diary studies, surveys, stakeholder interviews, journey mapping, and insight synthesis workshops. I translated large volumes of qualitative and behavioural data into a set of actionable service principles and strategic recommendations that could guide future product and operational decisions — making sure the work didn't just become a presentation deck but something the team could actually use.
My Role
Service design lead — research planning, synthesis, journey mapping, service principles, and strategic recommendations.
Customer Journey Map
Customer Profiles
The Results
The customer journey map, service principles, and prioritisation framework are all actively used by the Pure Pet Food team today. Recommendations are being progressively worked through as part of their ongoing product roadmap.
The Learning
Research only has value when teams can act on it. The real design challenge on this project wasn't the journey map — it was making the insight accessible, prioritised, and easy to operationalise across a business with multiple teams and competing priorities.
FOCUS AREAS:
Journey Mapping
Service Design
Stakeholder Alignment
Multi-approach research