Though the health & fitness app was flourishing with a loyal user base, their data analytics hadn’t kept up with the growth.
Team members were pulling data that didn’t reconcile across reports. And without visibility into what was actually working, leadership couldn’t confidently make decisions or map out product direction.
The codebase was also old and saddled with technical debt. But they urgently needed to fix data flows and integrate third-party APIs with their Flutter app.
Messy data that couldn’t be trusted
The most pressing concern was that subscriptions, transactions and churn calculations didn’t match the expected numbers. One internal dashboard showed a certain monthly churn rate, but a manual check of subscription records showed a completely different number.
Improperly cleaned and unified data meant that there were many such gaps. If anyone wanted to forecast revenue or evaluate acquisition channels, they just had to look at the best available figures and guess.
No visibility into user behavior
The client had started tracking user behavior on their app and website, but implementation was incomplete. Some product features just didn’t have tracking. Custom event names were inconsistent and confusing, which made it hard to run queries even when data existed.
This meant the product team was often unsure which features actually drove retention and which ones were barely used. Was it worth it to expand their recipes section? Were there any pain points in the daily logging page? The company needed a data analyst to sort through the chaos.
Urgent need to integrate third-party REST APIs
The Flutter app had to be integrated with a few different third-party REST APIs, including a payment processor. This task needed a developer who could build reliable data flows between different systems, handle authentication properly and make it robust enough for a seamless user experience.
To make this more difficult, the client’s codebase had accumulated technical debt over the years and had almost no documentation. Token refresh wasn’t handled, and the auth logic was scattered across unrelated parts, making it risky to make changes.
Remote team that didn’t need hand-holding
The founder had tried to fill these positions on their team before, but it was impossible to find the right people.
As a lean SaaS company, they wanted to bring on professionals who could work independently, with minimal oversight from the leadership team that was already stretched too thin.
They preferred hires who could take initiative, fully own the areas they were responsible for and catch problems before they spiraled out of control.
