Reverse Health
Reverse Health is a digital platform that helps women aged 40+ lose weight and lead a healthier and fitter lifestyle overall. The platform offers personalized fitness plans based on detailed first party profile data that it collects during onboarding as well as post onboarding.
Service:
Product Development, Staff Augmentation
Challenge
The client has a very competent product team that designs and implements data driving AB tests at a very high
throughput. However, they were bottlenecked in execution due to lack of competent engineers who could not only
match their pace in executing their experiments; but do so while delivering bug free, high quality, highly scalable code.
The client had already tried other teams in the region with poor results. They did have access to highly skilled engineers
from Toptal who had 12+ years of experience and were delivering high quality. However, their costs were prohibitive.
This left the client with a dilemma. They could use their very expensive, high quality Toptal engineers to accelerate
product development but eliminate any real gains in conversions to prohibitive costs of development. Or use senior
devs (5+ years) from our region who don't really deliver much value and compromise their roadmap causing losses
especially with high volumes of paid traffic.
Eventually, we were able to convince them to do a 3 month pilot with us.
Solution
- We allocated to them a team of 2 senior engineers, 1 Senior QA and a Senior project manager. These team
members work in close collaboration with their in house product team. They make use of several real time
collaboration tools in order to work efficiently with each other. - Client uses Google Optimize and Google Analytics to design, track, execute and analyze AB tests and multivariate
tests. - They design, build and execute anywhere between 5 to 10 unique tests every week. That roughly 15 to 25 tests a
week that the team works on at any given time! - We use Asana to collaborate with their product team on a weekly cadence using Kanban.
- Each test is designed, groomed and documented in Asana in a Kanban Stage based pipeline in collaboration
between the two teams. - Each week, 5 - 10 new tests are finalized and assigned to the team to be coded. 5 - 10 tests are deployed live on
production. Each week, several tests are concluded and winners declared which are subsequently merged into
the production branch. Rinse and Repeat! - There is 0 (Zero) margin for error because every test consumes several thousand dollars and has a very high cost
of failure in the form of cold hard cash.
Results
- Initially, our team found it extremely challenging to deliver on the client’s expectations of pace and quality. We also had
to replace two of the 4 team members who were unable to deliver at par with the expectations. However, by the end of
the 3 month pilot our team was able to demonstrate significant improvements in quality as well as pace. They did not
however deliver enough value compared to their Toptal team. - Client agreed to extend the pilot to a 4th month which brought in very significant improvements to both quality and
pace by our team. - By the end of 6 months, our team was delivering at “almost” the same level as their toptal team.
- We are now entering our 9th month into the engagement as of Feb 2023. Our team delivers the same pace and quality
as their previous team at less than 1/4th the cost! - Our client has significantly expanded their capability to test and ship the roadmap faster and thus seen significant
increase in their EPCs from paid traffic sources and ALTV from customers. - We have unlocked new opportunities with this client and are currently in discussions about possibly expanding their
team with us.
