Transitioning from Brick-and-Mortar to Online




Web Application, Mobile App


Innovify helped DrinkUP.London have a smooth transition from print to digital while ensuring the existing customer base was not affected by the change.


DrinkUp.London, primarily an offline business, relied on 3rd party apps / websites to enable ticket sales for their three flagship events namely London Cocktail Week, London Beer Week and London Wine Week. The company was looking for an impressive digital identity and wanted to move from a system of issuing offline passes to digital passes for events. This solution needed to guarantee the sanctity of these digital passes and prevent their copying or transfer to someone else.

DrinkUp.London was determined to do more for their loyal community while also hoping to cut costs arising from printing expenses and licensing/subscription to 3rd party platforms for ticket sales. The challenge was to understand their existing back-end process and drive digital transformation within the parameters defined by this process.

While they wanted to transition their offline business to a brand new, fully-owned digital platform, which included an app, the company wanted to cause minimum disruption to their on-going service. They did not want to impact their existing services and customers in any way or form.

Key Objectives

  • Transitioning offline business to digital while remaining faithful to the proved offline model
  • Ensuring continued engagement and uninterrupted experience for existing users
  • Remodeling business model from a wristband to digital pass format
  • Emphasize on UX to ensure users make the most of platform functionality
  • Go beyond building an ordinary app and offer content that drives sustainable user engagement
  • Deliver a simpler & enjoyable experience to book tickets



Re-Imagining UX and UI through User Experience Design

Overhauling user experience and digital user interface for the community that celebrates life meant thinking about the experience through their eyes. To this end, Innovify began developing entire UX by first studying the target personas and by identifying their behavior. This led to the idea of building a hybrid app using Xamarin for iOS and Android and Windows OS support based on the Xamarin SDK support. With this, Innovify built a platform that offered a seamless browsing experience, simplified community engagement, and made it easy to explore the raft of available events.

Staying true to the original “Offline Experience”

Of all the challenges, the one that appeared most challenging to DrinkUp.London, was to move tickets sales in-house. Drink-Up London had as many as 150,000 users prior to going digital and building an app. They feared the idea to move this huge loyal audience from their familiar ways to a whole new native app.

Innovify built an app that kept existing user experience intact, yet took it to the next level by making it more enriching, engaging and highly sophisticated. With this new app, DrinkUp.London enables their users to access curated content from any screen size, making it seamlessly convenient for all users, no matter which device or screen they are accessing it from.

Users are cherishing the the new digital experience offered by the app as it helps them find hidden bars and pubs and explore even more stuff offline. This experience closely resonates with their familiar 'offline' way of searching for information. Collaborative thinking was key to the DrinkUp.London app development process and as a result, the app has grown from strength to strength and is becoming more popular for its ease, functionality and rich user experience.

Agile Project Delivery

More than anything else, launching a remodeled business idea is about seeking four essential goals - on-time & on-project delivery, little or no disruption to existing service and value creation. And this is what Innovify helped achieve. By combining well-defined scope, the right development ingredients, uninterrupted communication between the client & the core project team, we phased the migration from their legacy system to the new advanced system. This meant our delivery was continuous and minimized disruption throughout the development process. And the end result is a sophisticated and engaging solution that is offering the next level of digital experience to its target users.

Technology used




The end result has seen a smooth transition from print to digital, ensuring that the existing customer base was not affected by the company’s digital transformation. In addition to creating successful traction on new website and app, the company has clawed back more revenue from 3rd party ticket sellers through the introduction of it’s own ticket selling platform. DrinkUP.London didn’t have a digital identity that could serve as their base for online sales. By driving the company’s digital transition, we eliminated the costs attached to printing & postage for all their events; this continuous to improve their overall margins. The digital transformation not only helped successfully transfer its audience over from print, but is also helping attract a newer, more digital-focused audience (particularly the younger generation).

Move your Brick-and-Mortar store Online Let's get started

Vikas Agarwal, Co-founder & CTO, MD – India
Vikas Agarwal

Co-founder & CTO, MD – India