Some early thinking on what a global rollout strategy could look like, how the US market might be approached, and where there's an opportunity to rethink the nutrition prescription service. Underpinning all of it is the UK research - findings that aren't market-specific and could form the basis of discovery in every new market, reducing the scope of what needs to be re-researched each time.
This is our view of where things stand - but we know you'll have context, insights and priorities that we don't yet. Before design and build begins, we completed a round of UX research on the prototype with six UK vets. Those findings give us a useful starting point, and we'd love to hear how they sit alongside what you're already seeing on your side.
6 UK veterinary professionals · May 2026 · Graphite Digital
Rather than treating each of the 20 markets as a separate research exercise, we looked for natural groupings - markets where the context is similar enough that a single discovery sprint could generate insights that apply across the group. We used four identifiers to assess how closely markets align:
With the UK MVP underway, it's worth thinking now about how a wider rollout could work - without fragmenting the experience or overwhelming lean local teams. Our suggestion would be that Graphite acts as strategic partner for the global scale-up, leading on research, UX strategy and design direction, while Kaliop continues as the implementation partner handling design and build. Here's how we'd think about it.
The sequencing above isn't just about priority - it's about building a feedback loop. What we learn from the US rollout should directly inform how we approach Italy. What Italy reveals should shape Brazil. Rather than treating each market as a standalone build, we'd suggest building in structured learning moments between each phase - reviewing data, vet feedback and usage patterns before the next sprint begins.
Given the US is a priority, one option worth considering is starting discovery there now - running in parallel with the UK design and build, making the most of the available time before an early 2027 target.
Two existing tools support vet nutrition prescription - one declining, one functional but narrow. There could be an opportunity to replace both with something simpler that scales across markets. The right starting point, though, is understanding why vets aren't prescribing nutrition more in the first place.