The Very Group
Building the team and the loyalty proposition behind Very’s app
Helping Very accelerate mobile delivery
The Very Group is a major British multi-brand online retailer and financial services provider, generating over £2bn in revenue.
Apadmi began working with The Very Group to help expand its mobile capabilities and support the continued evolution of its app experience. By bringing Apadmi’s specialist mobile expertise into the team, Very was able to accelerate delivery while continuing to build its internal engineering capability.
That first project set the foundation for an ongoing partnership: two key pieces of work to date, the first focused on strengthening Very’s engineering capability, and the second on creating an entirely new customer loyalty proposition, with a range of new features launched across iOS and Android.
Apadmi embedded engineers and testers to work alongside Very’s existing teams, supporting engineering delivery and QA development. The first focus was building a test automation suite for changes to the Very app’s sign-in experience, helping the team release updates with greater confidence, consistency, and speed.
Defining loyalty for Very customers
The loyalty proposition began with research, not assumptions. A dedicated customer study explored what loyalty means to Very’s customers, what motivates engagement, and how proposed concepts would resonate.
The research combined two focus groups, ten user tests of design concepts, two surveys across existing customers and non-customers, and competitor analysis. These insights shaped validated concepts and design recommendations, giving the build phase a clear direction based on customer needs and expectations.
With those concepts validated, we took the loyalty proposition from prototype to shipped product. The work spanned UX prototypes, technical architecture and high-level solution design, translating validated research into new features live on both iOS and Android.
Building confidence through collaboration
Very’s teams praised Apadmi’s project management and clear visibility throughout both engagements. The test automation suite strengthened confidence in the sign-in journey, while the loyalty proposition introduced research-backed features shaped by real customer feedback.
“Apadmi’s expertise in mobile app development is outstanding. I don’t think there’s anything they can improve on. They’re responsive to our needs and adaptive, it was easy for them to come in and work within our team and culture. Overall, they’ve been able to produce good results. The feedback is all positive.”
– Neil Memmott, Head of Technology, The Very Group
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