Case Study: Postmates lifts courier signup completions 20% with mParticle instrumentation
Key results
The challenge
Postmates, an on-demand food and goods delivery platform, wanted experimentation to be a core part of its growth culture, which required reliable instrumentation of what customers were doing across its product.
The solution
Postmates used mParticle as its core customer data foundation for instrumentation and data collection, then built an experimentation framework on top of mParticle's API to run and measure product tests.
“The foundation of any experimentation platform is the instrumentation that you have in place... You need to be able to understand what customers are doing in your product and how they're using it.”
TMTanner McGrathLead Product Manager, Postmates
The results, in context
Using that foundation, Postmates introduced signup flow optimizations to the courier registration process that generated a 20% lift in completions. Experimentation became a core, more scientific component of the growth team's decision-making.