Discovering the opportunity
Parkday is a personalized food delivery app that uses predictive analytics to suggest the healthiest options for their end users. Their philosophy is fundamentally different from other platforms: offering clients like Rokt and Codeacademy a way to place catering orders that take into account employees’ individual nutrition and wellness (leveraging data from lifestyle preferences, like allergies or diet decisions, to shape the choices available for selection).
A company-wide goal was to decrease the time it takes for users on Parkday to place an order in the app. Parkday co-founder Mike was relentlessly focused on figuring out the optimal number of meal choices to show users to expedite the time spent browsing and avoid overwhelming clients with optionality. Each day he’d query their SQL database, download the data, build an analysis off of the output, and start up an email chain to circulate this information. Going from data to decision was a tedious, four hour long process before Equals.
This goal became exponentially easier on Equals. Mike set up the entire product onboarding funnel in an Equals spreadsheet, using live data from SQL to track which steps were taking the most time to complete. The Parkday team then implemented tweaks to their onboarding experience to get clients through the purchasing steps, faster. After each product change, they would have instant access to how users in their funnel converted, all teed up in Equals at the push of a button.
Favorite feature: “Definitely query versioning. I was spending a lot of time repurposing queries and hunting down how I wrote certain definitions in the past. With the Equals’ SQL version control, I can iterate and perfect my queries without the fear of losing them.”
Today, Mike not only has more time to devote to strategic business insights, but he also has more granular data to work with. Connecting to databases and tracking queries is simple in Equals, which allows Mike to explore tons of levers to influence conversion. Parkday analyzes data from fitness wearables, client sentiment ratings, and time spent at different steps in the app all in one spreadsheet to offer the most nutritious choices for their clients. What’s more, everyone on the team can check in at any time to see how changes to these inputs affect the product funnel. That’s what we call *chef’s kiss*.
Parkday informed us that the industry standard for online food delivery apps (like DoorDash or UberEats) is ~17 minutes. Prior to starting in Equals, Parkday’s average order was 10 minutes. In only a couple months (and a few product changes later), they were able to reduce the average time to place an order to 3 minutes. That’s about as long as reading this post!