My Approach to Designing an App Strategy for Dogsee Chew
Updated: Jan 4
This article outlines a scalable app strategy for Dogsee Chew, identifying key growth and retention levers with a roadmap designed to enhance user engagement by ~20–25% and increase repeat purchases through improved onboarding, loyalty, and data-driven personalization.
Execution Strategy:
A year back, I had the opportunity to work on a strategic industry project with ForeVision for Dogsee Chew, a leading player in India’s natural pet food market. The objective was to help them transition into a digital-first brand by designing a standalone mobile app that enhances customer experience, boosts loyalty, and supports.
Problem Statement:
Dogsee Chew sells natural & healthy pet care products. The company aims to become a Rs 500 cr brand in the next 2-3 years. A part of the strategy to become a 500 cr brand is to increase existing customer loyalty and wallet share by developing their own standalone app.
The company wants to improve the consumer buying experience via an app.
Company Overview:
Founded by Bhupendra Khanal and Sneh Sharma with Chief Fun Officer Mowgli to lead the way, their team runs on a lot of passion, energy, and shared love for dogs.
From the time Dogsee began, they have been working with the sole mission of providing dogs with 100% natural, delicious, and grain-free dog treats.
My Goal was to:
Being the product consultant, our goal is to lead the strategy and development of the app like,
Develop Customer Persona (at least 3 types of users)
Develop App Strategy
List the key features using advanced tech like AR/VR/AI
Prepare a RICE scoring model for prioritization of the features
Create Wireframes
Marketing Strategy
Dogsee Chew offers a wide range of Petcare products, like,
Category | Details |
Product Range | Hard & Soft Dental Treats, Training Treats, Cookies, Pet Nutrition, Pet Grooming, Pet Play, Flavored Hard Bars |
Categorization Types | - By Life Stage (Puppy, Adult, Senior) - By Breed (Small, Medium, Large) - By Benefits (Dental, Weight Management, Training, Hygiene) - By Product Line (Chew Hard Bars, Puffed Treats, Activet+, Crunch, Veda, Play, Singles, Gigabites) |
Competitive Landscape:
Several Indian companies in the pet care industry could be considered direct or indirect competitors to Dogsee Chew.
Revenue Channels:
At present, the Dogsee Chew products are available in 5,000+ retail stores across 30 countries. It has 30+ SKUs and a sales volume of over 100 tons per month. (Source)
Here is a Revenue model of Dogsee for India.
User Personas:
Features:
Profile Page: To know and get data about the customer. (Including Signup/Signin)
Personalized Shopping Experience:
Add Pet Details: This feature helps to create a profile of a pet according to its breed, diet, size, etc.
Subscription Model: Offer subscription services for regular delivery of any products.
Quick Reordering: This is a feature that makes it easy for users to reorder their favorite products.
Personalized Recommendations: AI will recommend products based on user data (e.g., pet breed, health status).
Products & Cart:
Product Catalog & Search: Create a comprehensive catalog of Dogsee products, including detailed descriptions, images, and nutritional information, with a filter with various options.
One-Click Checkout: Simplify the purchasing process with saved payment information, with multiple payment methods (COD, UPI, Debit/Credit Card, etc.).
Loyalty and Rewards Program:
Gamification: It will introduce a rewards program where users earn points for purchases, reviews, and app engagement, which can be redeemed for discounts or free products.
AR Feature (Augmented Reality):
It will provide an interactive, immersive shopping experience, making users more likely to explore and purchase products.
Customer Services:
Interactive Chatbot: To help/guide, resolve delivery issues, and other related problems, the Chatbot will provide answers to basic questions. If the customer requests specifically, then chat will be directed to the support service team.
Educational Content:
Interactive Guides and Videos: Provide expert advice on pet care, health, and training through videos and articles.
Forums and Discussion Section: Create a space where pet owners can discuss pet care, share tips, and ask questions.
Feature Priorisation:
To schedule the implementation of the features, using the RICE framework here I have prioritized it. Here, I’ve mentioned the top 5 features to be implemented in the app based on RICE Scoring.
User Journey:
UI/UX Principles:
On the Dogsee Chew website, I find many good things that can be followed for the app, like,
Visual Appeal & Graphical elements
Color Palette
Our Product Cards
For Dogsee Chew app design, we can follow the same color code from the logo shown below,
Pricing Model:
Here's a table outlining three subscription types for the Personalized Shopping Experience, including free access and two paid tiers, with features locked and unlocked:
Technology Stack & Integration:
To develop the Dogsee Chew app, the proposed technology stack includes:
Frontend: React Native or Flutter for cross-platform compatibility.
Backend: Node.js with a database like MongoDB or PostgreSQL.
AI/ML: Utilize machine learning algorithms for personalized recommendations and product visualization.
Also, for database and storage, we can use third-party microservices and cloud services like AWS.
Wire-framing:
Now, let’s create wireframes for the app. I will give an idea for app design and it’s UX for,
Sign In/Sign Up Page
User Profile
Home Screen
Side Menu
Pet Owner’s Details
Add Pet Details
Past Orders
Support
Logout
Category
Cart & Checkout
Education Section
To draw wireframes, I have used https://balsamiq.cloud/
Marketing Strategy:
As we know that Dogsee Chew is a very niche market, where we have to target audience.
Objective: Drive maximum downloads, brand awareness, and initial traction.
The focus is to maximize visibility, drive downloads, and create sustained engagement. We’ll break this strategy into Initial Launch Campaigns (first 30 days) and Post-Launch Campaigns (next 60–90 days).
App Launch Strategy:
By following this app launch strategy and continuously monitoring and optimizing the app's performance, Dogsee Chew can achieve a successful launch
Initial Launch Campaigns:
Google Ads Campaigns (Search, Display, and YouTube)
Platforms: Google Search
Target Audience: Pet owners, young professionals, urban dwellers
Tactics:
Search ads targeting pet food, pet care, and app-related queries
Display ads targeting users with pet-related online behaviors
YouTube pre-roll ads showing app features/demos or testimonials
Total Spend: ₹1,00,000.
Expected Reach: 4,00,000 impressions
Estimated Downloads: 10% conversion rate, approx. 30,000–40,000 downloads
Estimated Conversion to sale of avg 1500 ₹: 300-400
Expected Sales: 5,00,000
Influencer Marketing:
Platforms: Instagram, YouTube, Blogs
Tactics:
Collaborate with 5–7 pet-related influencers for unboxing videos, pet care tips, and app promotions
Cost:
₹20,000 per influencer (5 influencers)
Total Spend: ₹1,00,000
Expected Reach: 500,000 users
Estimated Downloads: 2% conversion rate, approx. 10,000 downloads
Additional Campaign:
Pet Store Partnerships:
Tactics: Collaborate with offline pet stores to distribute download QR codes, and offer app-exclusive deals
Cost: ₹30,000 for partnership setup and printed materials
Expected Downloads: Approx. 1,000–2,000.
Total Budget for Initial Launch and Post-Launch Campaigns:
Key Metrics:
By tracking the key metrics, the app team can optimize the user experience, improve marketing effectiveness, and ensure healthy revenue growth over time.
Let’s note down key metrics that will help us track the progress and improvements:
This project gave me hands-on experience in translating customer needs into a full-fledged digital solution, from strategy and wireframes to marketing and performance tracking.
While it was a simulated case, it reflects the real-world thinking and structure behind building scalable, user-centric apps. I'm excited to apply these learnings to future product challenges.
Disclaimer: This was a hypothetical case project assigned to me as part of a training program by Forevision. I was not directly associated with Dogsee Chew or its internal teams. The objective of the project was to simulate a real-world business challenge and apply product thinking, strategic planning, and digital innovation concepts to craft a detailed solution.
