Pet care · marketplace and services
Pricing that changes with the dog
The hardest part was never the app. It was a price with too many variables, moving with the weight of the animal.
- Period
2021—2022
- Scope
Pricing
User research
Field research
Results
of orders moved in-app in the first month, up from 20%
pets cared for in one year, in Greater São Paulo alone
NPS at the end of year one
average monthly repeat booking in year one
What I did
Built the pricing composition with the variables the operation actually had, not the ones a model would prefer.
For the preventive health plan: interviews with customers in São Paulo, sampled by neighbourhood, by spend inside the app and by number of pets, to find what they would pay.
For the operations app I went to the field, followed the real flow and read the chats where the work was actually happening.
The problem
Building the app was never the hard part. The hard part was a price that moved with the weight of the animal, the neighbourhood, the service and the number of pets in the house — and an operation that had to be able to quote it without a spreadsheet.
What I found
I sampled customers in São Paulo three ways: by neighbourhood, by spend inside the app, and by number of pets. The question was not what the service was worth in the abstract. It was what this household would actually pay for a preventive health plan.
For the operations side I went to the field. I followed the real flow and read the chats where the work was actually being coordinated, which is rarely the same place the process document says it happens.
The work
I built the pricing composition out of the variables the operation actually had, rather than the ones a pricing model would prefer.