Innovify’s approach ensured the Instantt management had the right product for the right market segment with the right business model, ensuring the app finds its place in the 10% of business ideas that succeed.
Instantt’s core value proposition was to provide users with a platform whereby they can find nearby places to order lunch, pay with their mobile, and get an immediate collection time, all of it by skipping long queues. With beginnings at Canary Wharf, Instantt gained its initial traction with busy workers in the area who needed a shortcut when it came to picking up lunches. The Instantt platform also supported loyalty schemes, helping customers save money as well. The benefits of this app were obvious, as was the potential. Having achieved market penetration and customer base with app version 2.0, Instantt needed to discover key areas to boost growth, overhaul UX and redefine customer experience with version 3.0.
The aim was to build an app for initial stage and then test the idea in real waters to derive more learnings. Working on iOS, it would give insights into:
Using the insights we’d gained, a new version of the app was expanded to Android as well as to iOS, and all the existing users and vendors were smoothly transferred to the new platform. This meant we could continue to learn about user interaction at the same time that we ran product development processes. So, we kept learning and improving as we worked.
At this stage, we had a platform that was technically apt, perfectly fit with the original idea, and was also market tested.
The app experienced peak events during specific intervals, mostly lunch hour. A typical day would see almost 5000 orders thrown at the system in as little as 15 minutes. It was a tall order to ensure end-user experience remains intact when the app experiences peak loads at this scale. And given the roadmap to expand the app beyond its existing USP meant revisiting the architecture and underpinning capabilities for more demanding performance needs and smooth scalability. To achieve this, Innovify implemented enterprise principles while building the product in an agile way. This entailed two key aspects:
If we believe in an idea’s potential, we do everything we can to bring it to reality. We don’t just make the app in exchange for equity. We create a partnership and development process based on market researched data and insights, and we work closely with the founders. Instantt being a unique and demanding B2C application meant it would require managing multiple users across multiple countries and multiple time zones. Also, we had to thoroughly inspect and validate multiple versions for smartly understanding API life cycle and replicate versions.
Meticulous execution gets another market winner!
Innovify’s approach ensured the Instantt management had the right product for the right market segment with the right business model, ensuring the app finds its place in the 10% of business ideas that succeed. And it did! Instantt grew and is still growing as a highly consumer friendly platform, bringing immense value to all its users.
What’s more, Instantt were able to celebrate their success at the UK App Awards recently, Innovify’s most successful app, taking two awards: Retail/Shopping app of the year, and Food & Drink app of the year.
Co-founder & CTO, MD – India