BRIEF

An in-house product, UpShot was Melbourne’s first unlimited coffee app. It’s goal was to be an app made at the intersection of Melbourne’s rising cafe culture, and the recent Uber revolution of seamless mobile payments.

How the app worked was that users would purchase a subscription in the app, which then allowed them to redeem unlimited coffees in any of the supported cafes.

MARKET VALIDATION

Before any code was written, a landing page was created to collect emails from potential UpShot users.  In less than 3 weeks, over 500 email addresses were collected – more than enough for market validation, and enough to prove to cafes owners there were customers hungry to use the app.

PROTOTYPING

Using a combination of Quartz Composer, Sketch and Marvel,  a quick prototype of the mobile app was built.  This, along with the email addresses collected from the landing page was enough to bring on board the first round of cafes, which included the likes of St ALi and Market Lane.

UI/UX DESIGN AND DEVELOPMENT

Over the following months and numerous iterations, an iOS app was created, a REST backend (using Ruby on Rails), and a cafe admin website (also on Ruby on Rails).

The iOS app focused on redeeming coffees quickly (using location services), and not hiding functionality behind a lot of taps.  It also took credit card payments (via Stripe), and used the iPhone camera to quickly scan credit card information.

The cafe admin website was used by cafe owners to reconcile their coffee orders, and also allowed updating of cafe information – including opening hours, photos and social media links.

ONLINE MARKETING

Google, Facebook, Instagram and Twitter were all used as a primary source for user acquisition, with both native and sponsored content explored. MixPanel was also used for user analytics and cohort analysis, to streamline conversion funnels and plug any leaks found on both the website and mobile app.

Email campaigns were created using MailChimp, and for users who had dropped off our funnel, retargeted and tracked using MixPanal.

SUPPORT, BUG TRACKING, CRASH REPORTING

UserVoice was added and used for customer support, along with the bug reporting feature added into the mobile apps. The knowledge base was also later added, which reduced the number of support requests sent by customers.

In-app crash reporting was implemented via Crashlytics.