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Food delivery Middle East

Almost 192 000 new subscribers and the development speed increased up to 4 times thanks to our work

Executive Summary

Challenge: Our client had to operate quicker and more effectively to be able to tackle a massive surge of online orders. They needed to further optimise and develop their services through an application and a desktop platform.

Approach: The Team Leader implemented invaluable process optimisations and metrics to his squads, creating the effective and structured environment. Any module we worked on is a separate microservice that needed to be adjusted and modified to meet specific needs of different countries that the client operates in.

Result: Our work brought almost 192 000 subscribers, and the application processed 1 million orders in one day without failure. The development speed was increased 3 to 4 times. We overcame stability and maintainability limits to unlock new features and, e.g., display more ads, which in turn brings more profits for the client.

Table of Contents

About the client

Our client is a leading online food delivery company in the Middle East.

The company has revolutionised the food delivery industry in the region. They seamlessly connect customers with their favourite restaurants, grocery stores, shops, and pharmacies, offering real-time tracking, superfast delivery, and the possibility to communicate with a driver through the application.

They have won some significant industry awards over the years.

Business challenge

Our client operates in many countries and is constantly expanding its reach. The moment Covid-19 started and people had to stay home, but still needed to buy food and other necessities, the company knew they had to operate even quicker and more effectively to be able to tackle a massive surge of online orders.

Future Processing was recommended to the client when they were looking for new technology partners to further optimise and develop their innovative services.

I really like working with engineers from your company.

Our client

Supporting our client through digital innovation

Any module we work on is a separate microservice that needs to be adjusted and modified to meet specific needs of different countries.

We have been engaged in various areas of the platform project, working on both mobile and desktop versions of the product in close collaboration with the client’s developers. We are also preparing two layouts for each module – before and after an end user becomes a subscriber, to make the subscription view more attractive and differentiate it from a standard user’s layout.

Subscriptions

A subscription module of the app, along with a rewards module, are two of the most valuable ones, because they bring the most monetisation opportunities.

One of our main responsibilities was to develop, maintain, and constantly enhance the subscriptions module. Thanks to our work, the total number of users paying for their subscription reached almost 192 000 people (as of August 2023).

Future Processing was working on this task from the very beginning of our collaboration (from 2020) and since the successful launch, we were constantly implementing improvements according to our client’s current needs, making the module attractive for end users and up-to-date with the latest trends and offers. For example, we have introduced new features to reinforce the value that customers are getting with the free delivery.

Rewards

Another valuable part of the application is the Rewards programme. During one day in July 2023, the service took 1 million orders and processed them all without failure. Our work enabled the users to use their previously collected points to get many different benefits and discounts. Each day, around 20 million points are exchanged for deals.

Our work also included implementing new features and improvements, such as increasing visibility with order tracking banners or shortening the redemption flow to enhance the user experience and attract more customers willing to take part in the programme.

This module also answers the client’s need to contribute to the greater good of communities in the whole region, as the points do not have to be spent on discounts or offers – end users may choose to support various charities.

Ads module

Ads included rewriting the module responsible for displaying ads in the application from the monolithic system into a separate microservice. We also improved the infrastructure, focusing on building a better database and cache mechanisms.

Thanks to our work, the development speed was increased 3 to 4 times. We overcame stability and maintainability limits to unlock new features and, for example, display more ads, which in turn brings more profits for the client.

Our work also opened up the possibility of creating A/B experiments in order to identify the version that produces better results and maximises profitability.

One of the tasks was to create an ads-service that deals with personalisation and the delivery of sponsored restaurants to the end user. Before, this functionality was scattered in many different services, and now it is centralised in one microservice, allowing better management and navigation.

Orders

Another part of the application is a platform dealing with orders. Our specialist worked on downgrading the old monolith service in favour of a new microservice and the event-driven architecture.

The change required extracting complex SQL queries and modelling them into API, streams, and topics consumed by the service.

Incentive Conversion

Our experts, engaged in the Incentive Conversion part of the application, worked on migrating the legacy functionalities from the monolith system to one microservice.

Advising the client and enhancing their processes

The mixed teams worked in the Spotify model and are supported by the client’s Managers, who alternate between the squads to be able to see the big picture as well as all the details. Each Manager brings their own processes and best practices, and the squads learn to work together again accordingly.

Our dedicated Team Leader implemented invaluable process optimisations and metrics to his squads, creating the effective and structured environment that was highly appreciated by Managers and hardly changed, if at all.

This brought better performance thanks to detailed documentation, the thorough monitoring of tasks, the criteria and definitions of “done”, etc. Our expert worked closely with the client’s Managers ensuring the smooth flow of work.

The profits from our work are visible clearly in every aspect of the development. We were the second team to successfully finish the migration of our module from native languages to Flutter. This changed our whole flow and brought benefits in both business and technical fields.

It removed the whole technical debt that had been created throughout the years by many teams and made it possible to perfect the architectural solutions. It also allowed to streamline our work and to significantly reduce the costs, as new features are implemented in one codebase.

Main benefits of our collaboration

  • Gaining almost 192 000 subscribers in the target countries (as of August 2023)
  • The improvements of the infrastructure, increasing the development speed 3 to 4 times, overcoming stability and maintainability limits to unlock new features
  • Up to 1 million orders processed daily without failure
  • The optimisation and enhancement of processes and overall performance implemented in the teams’ daily work thanks to our Team Leader’s work and Scrum best practices
  • Creating the most valuable and monetisable parts of the application in microservices (modules: Subscriptions, Rewards)
  • Enabling the users to use their previously collected points to get many different benefits and discounts – each day, around 20 million points are exchanged for deals
  • Operational agility, transparency, and openness allowing to adjust our work to changing requirements

Technologies and tools used in the project