DayTwo Funnel

About

DayTwo provide personalized nutrition and actionable insights that allow you to live healthier and maintain normal blood sugar levels. The product is based on a five year research conducted by Prof. Eran Segal and Prof. Eran Elinav from the Weizmann Institute of Science in Israel; the research was funded solely by the Weizmann Insitute of Science and upon its completion, the research technology was licensed to DayTwo. Click here to learn more about DayTwo.

Objective

DayTwo in 2017 was a growing startup and was in the midst of exponential growth. The marketing and product teams of the company were extremely eager to have changes and new features added to their purchase funnel but due to the workload of their R&D team, it would be extremely hard to fit those changes in. This is where they brought us in to work with them to build a purchase funnel that would give them the ability to run changes and new features without much reliance on the R&D team.

At the surface the DayTwo Purchase Funnel seems quite simple, however it is completely the opposite. The Purchase Funnel had to integrate with their internal systems in real-time, it had to support multiple complex conditions, multiple complex features, multiple integrations (See the SFDC & Marketo implementation here), and we had to ensure that it was ready for unexpected rises in traffic and sales.

Process

The informal solutions assessment gave us a clear picture of how user flow for users from Israel and USA in all scenarios would be, it gave us a clear indication of the type of customisations we would need to do in order to achieve their objectives and requirements, it also gave us a clear idea on which third-party solutions we would need to integrate with to achieve their objectives and requirements.

Given the complex nature and size of their business, we had to meticulously plan the development of the funnel and also ensure the complexity didn’t act as a barrier to achieving this. Since we had an existing relationship with DayTwo, we did an informal solutions assessment, where after many weeks of discussions and documentation, we were able to finally sign off on beginning the development. (Due to NDA, we cannot disclose too much of this).

The Israeli Version Of The DayTwo Funnel

Solution

The US Version Of The DayTwo Funnel

Once the solutions assessment was signed off by the team at DayTwo, and the tight deadline was determined, it took us 2 months to produce this highly customised purchase funnel. Within the 2 months, we were able to output 800 hours worth of development and QA to achieve their purchase funnel. After the completion of this project, we partnered with DayTwo as their technical partners for the purchase funnel and worked alongside the entire product, R&D, and marketing team. With this partnership in place we continued to improve the purchase funnel, implement changes, and kept things up to date.