Treat raised $8.5M from Greylock Partners, with WAYF on UX design and user testing for its earlier product directions.
Treat (trytreat.ai) builds AI-powered, hyper-personalised product imagery for e-commerce brands. Before that product took shape, WAYF partnered with Treat's founders on two early projects — a Shopify gifting-referral widget and a customer data dashboard — designing and testing the ideas that helped the team validate its direction. Treat went on to raise $8.5M from Greylock Partners and was acquired by Typeface in 2024.
- $8.5M
- Raised from Greylock Partners
- 2
- Products designed: Shopify widget + data dashboard
- 2024
- Acquired by Typeface
The folks at WAYF were incredibly creative and resourceful. We are shipping a product based on the project in a week. The workflow between our team and theirs was very effective.
Privacy rules were closing off targeted advertising, and Treat needed a partner who could move as fast as the pivot required.
Treat came out of New York's startup scene aiming to reshape e-commerce and m-commerce marketing, right as tightening privacy regulation and platforms like Apple raising the bar on tracking consent were undercutting the traditional targeted-advertising playbook. With venture backing and a founding team looking for new ways to reach customers, Treat needed a design partner who could prototype fast, test ideas against real users, and adapt as the product direction shifted.
Two products, one method: rapid prototyping, real user testing, and fast iteration.
The Shopify widget — a gifting referral system for merchants — went through multiple prototype rounds, tested with Maze to gather user feedback that fed directly back into the design and helped realign Treat's priorities.
The customer data dashboard was a deeper engagement: working alongside Treat's Head of Product, founders, and Creative Director, WAYF owned the UX design process end to end, from discovery and user research through low- and mid-fidelity flows aimed at making the tool something commerce marketing executives would actually want to use.
- Rapid prototyping
- User testing (Maze)
- UX research
- Low–mid fidelity flows
Two co-founders, who took Treat from an early pivot to an acquisition by Typeface.
Matt Osman, co-founder and CEO, previously co-founded Legit and was named among Insider's Most Promising Startups of 2023. Hugh Hunter, co-founder and CTO, previously served as CTO at Boll & Branch and built the AI engine behind Treat's personalised visual content. Treat was acquired by Typeface in 2024, joining a $1B+ enterprise marketing AI platform.
Design work that validated the pivot, on the road to $8.5M raised and an acquisition by Typeface.
The Shopify widget and customer data dashboard gave Treat's team a user-centred, tested product to reason from, informing the business-model decisions that followed. Treat's pivot into AI-driven e-commerce visuals went on to raise $8.5M from Greylock Partners, and the company was acquired by Typeface in 2024.
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