“it didn't work but it worked well for users that live in the suburbs and I've been into in the platform for at least a month and have a dog right”

Segment failed experiments before discarding them

When a test fails overall, don't shelve it — slice the result by tenure, geography, plan, behavior, and household composition. The headline loss often hides a tight subsegment where the feature actually crushed. Those subsegments become your next experiment (ship the feature only to them) or your next personalization rule (target the prompt to them).