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Web, Mobile App


A queue-busting B2C app transformed into omni-channel marketplace


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.

Key Objectives

  • Transform and scale existing offering into an omni-channel e-commerce platform
  • Ensure app availability during peak events (especially lunch hours)
  • Apply findings in user journey patterns from ver 2.0 to overhaul UX
  • Market-test every feature through lean methodology
  • A three-staged process to redefine customer experience MLP > MVP > MMP
  • Move market validated MVP into dedicated teams environment



With a view to growing the app’s potential and business opportunity by moving towards and omni-channel marketplace, the Innovify team chose to follow a process through three stages:

MLP (Minimum Learnable Product) 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:

  • How people use apps like this
  • How it interacts with the offline workflow
  • How people respond to the prospective UX/UI

MVP (Minimum Viable Product) 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

MMP (Minimum Marketable Product)

  • At this stage, we had a platform that was technically apt, perfectly fit with the original idea, and was also market tested.

Technology used

angular-3 android-2 ios nodejs magento wordpress-3


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.

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