Number one mobile food delivery service in Russia
Delivery Сlub is the largest online food delivery aggregator in Russia and belongs now to Mail.ru Group.
Having been founded in 2009, the service reached the monthly order rate of 3 million in 2019. As of April 2021, the platform consolidates deliveries from over 43 thousand restaurants in 316 cities in Russia.
Mobile design for Delivery Club
The true start of the Surf great story is Delivery Сlub. And this is also the start of the food delivery apps history in Russia. Being on the same wavelength at that time, we were ready to help Delivery Club with establishing their mobile food delivery service destined to become number one.
We never wait for life to happen
We had the idea to collaborate even before the client was aware of their need for that. It’s not easy to stand by when the project is obviously cool and the mobile app – not so much.
Within three days, we designed three screens and built a prototype for Android. Basically, it was a mini version of the finished mobile app — with animations and screens you could switch between though without any raw data.
Armed with the prototype and the question ‘Is that what you want?’ we contacted the potential client. The daring move and the efforts right from the start brought us pure victory.
The first version was designed based on the prototype. A new app was built from scratch. In cooperation with the client’s backend team we developed and tested the API.
Android starts and wins
Launching the Android app required more attention, that’s why we started development with Google technologies. The same refers to the first tablet versions of the app. The Android app was first released in November 2013.
The mobile design was as close to the brand book as possible, i.e. Material Design with every element drawn voluminous and with shadows.
The first versions of the iOS app were released back in the days of skeuomorphism with its typical 3D elements, gradients, and highlights.
In September 2013 Jony Ive demonstrated the world a flat iOS 7, and we promptly redesigned the UI and have been using Flat since then: extremely flat, elements filled with solid colors, no shadows.
Our iOS department grew along with the Delivery Club project.
Along with the two leading platforms, Delivery Club had an app for Windows Phone, walso built by us.
iPads and other tablets
Any client-centric company takes into account the difference in layouts between various types of devices. In 2014, tablets underwent rapid growth in popularity and the phones were still small. Unlike smartphones, tablets had higher resolution, a different side menu, and aspect ratio.
The Delivery Club tablet version had two screens merged into one. In other words, the list of dishes was displayed on the left and a dish screen — on the right. This involves an in-depth adaptation of an app, which is costly to develop and support.
For the service to operate smoothly, it’s crucial to constantly upgrade the mobile interface. After all, it’s where users interact with the service. No coding wonders can save an ill-designed UI. Moreover, at that time Delivery Club was among the first in Russia to advertise their app on TV. This meant that our work was in the spotlight with millions of people watching.
Over the two years, loads of features were added to the app: referral programs, various payment methods, push notifications. Following MVP, we updated the app every 2-4 weeks up until the project was transferred in-house.
New routes: Deep Linking
The referral program for partner restaurants was implemented using a deep link technology that allows users to switch between apps and websites and into the predefined sections. The partner referral code was embedded in QR codes on tables. Whenever users went to the app having scanned the QR code, they got bonus points or a discount for an online order from a partner in the restaurant.
The deep link allows users to go deeper than the home page. It contains information about the entry screen and, if necessary, some extra information, such as a name of a partner restaurant.
Unusual payment experience
Processing payment cards in the app is subject to certification according to PCI-DSS data security standards. In 2013, we integrated payment with Alfa Bank and Sberbank cards into the Delivery Club mobile app (the banks, of course, have PCI-DSS). Actually this meant users had to enter their card info on a bank’s web page.
Alfa Bank customized the design of the web page to seamlessly match the app design, and saved card data for each user so they wouldn’t have to enter that all over again with every order.
Clean code legible to anyone
Our collaboration with Delivery Club ended in 2015 when the project was bought by Foodpanda, German food delivery service, for $50 million. By then, the mobile app channelled 70% of orders, thus becoming a strategic business asset.
Before the deal was closed, our code went through a comprehensive audit carried out by German experts. In the end, the product was quickly and properly transferred – due to our approach to development based on Clean Architecture: we document all code in detail so that a new team has no trouble adapting to the project.
In another year Delivery Club was acquired by a tech giant Mail.ru Group doubling the transaction value.
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