In 2015, drupe mobile, founded by Assaf Ziv and Barak Witkowski, launched the drupe app on Android first. With a unique, people-first approach, their communications app is focused on reinventing the way people use their phone to do basic actions. By constantly improving and expanding their cross-app functionality, the app is used globally and was recently awarded Google Play’s Editor’s Choice recognition.
What they did
- Android openness
- From the start, drupe knew Android was their ideal mobile platform. "Thanks to the openness of the system, we can build a truly native experience on Android. The real way to supply a people-centric experience requires such an openness, not always existing on other platforms," said Barak Witkowski, co-founder and CEO of drupe. Key to their innovative approach, drupe uses the current context of the user to show them the right contacts and actions to optimize the drupe experience.
- Beta testing
- They have a large community of 20,000 druper beta users on Android, which has been critical to their success. To minimize risk and seek feedback from valued users, the team built beta testing into their regular development process. By having a dialogue with users worldwide, they are able to gauge interest in new app versions, collect feature requests, and more. This has helped the team achieve a 99.7% crash-free user ratio, as well as verify new versions in real-life scenarios, on various devices, before full launch.
- Going global
- With initial focus on building a high quality app, drupe then set out to take advantage of Android’s global scale. Key to their international growth, the app is now translated in 17 languages, and the store listing page is available in 28 languages. This led to an increase in conversion and retention rates. Additionally, when entering India, the team noticed several user reviews requesting integration with a specific messaging app widely used in the Indian market. Through a combination of this integration, adding Hindi language translation, and other new features, drupe saw improved performance. In six months, daily active users increased 300%, and actions per average daily user increased 25% in the Indian market.
Drupe’s focus on innovation and building a truly contextual and intuitive app proved to be a model of success for attaining growth in both engagement and new global reach. The team has continued to increase its relevance through feedback loops and feature adoptions. This has led to 700% growth in daily active users, and 550% growth in number of interactions triggered via drupe in the past six months. The team is focused on enhancing their recommendation engine to add even more contextual abilities for their users while continuing to grow a successful business on Google Play.