Machine Learning eCommerce Platform By Intetics To Jumpstart Digital Transformation and Enrich User Experience

Machine Learning eCommerce Platform By Intetics To Jumpstart Digital Transformation and Enrich User Experience


Move from MVP application to platform with a microservice approach. Improve user experience by ensuring a high level of security, better scalability and platform performance


Intetics Client, Conversity, is a leading intelligent guided selling platform provider for retailers, telco & consumer brands. The company decided to launch a digital commerce platform, RIPPL and wanted it to be available as an enterprise scalable SaaS solution. The accomplishment of this goal was accompanied by several challenges. As initially having a concept only, Conversity created RIPPL as an MVP and further it was enriched with numerous features and functionality.

To deliver users a reliable and well-functioning product, Conversity needed a software development vendor to help the company to move from MVP application to platform with a microservice approach. This objective became a major task and challenge for the Intetics team.


From the very start, Intetics aligned with the tech vision and Client’s mindset, the allowed to understand business goals and objectives. Trying to satisfy the Client’s demand for platform improvement, the Intetics team created a development strategy tailored specifically to Conversity needs. It included a large stage of requirements’ analysis and development of the platform’s functionality and features. The iterative delivery aligned with requirements specifications allowed concentrating on the delivery of small-scale though high quality builds and left room for implementing last minute updates.

To increase the quality of the platform updates and ensure their quick implementation, the Intetics team used test automation on the project. This allowed executing more tests in less time, increase coverage and free up QA engineers to do more high-level exploratory testing and thus raise the quality level of RIPPL platform.

The Intetics team followed the automated code deployment process. This made the deployment process less error-prone and more repeatable. The automated deployment excluded the possibility of accidental steps missing, incrementally decreased the number of faults that could occur during release and prevented the shipment of the incorrect software versions. The opportunity to release more frequently that came along with automated code deployment positively aligned with the Scrum methodology adopted on the project.

Following Scrum ensured process transparency on the project, risk prevention and reviewal, increased performance, accountability and eliminated unexpected failures. The methodology helped the team to become more flexible and attentive to last minute changes.

The Intetics project team included a Project Manager, 5 developers, and 2 QA engineers.


As a result of our collaboration, the Client managed to deliver a high-level solution to the market, which added them to the list of leading industry players regarding technology.

The implementation of a unified solution allowed the Client to grow user base significantly compared to the previous approach and helped enrich the loyalty program. Such well-known companies as EE UK, GiffGaff and Lego started using RIPPL solution.

As part of the initiatives on platform development, the Intetics team suggested implementing Machine Learning technologies. Currently, the team is in the phase of business analysis and planning. It is expected that Machine Learning technologies would raise the platform to a new level and bring more value to customers. Using machine learning algorithms would help better analyse user answers and consequently improves the product selection technology and user experience.

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