E-commerce · Email To Entity Extraction Pipeline
Flash
Multi-product consumer fintech + e-commerce intelligence platform.
The brief
Build Flash into a comprehensive, privacy-first shopping intelligence platform that consolidates all purchase data from users' inboxes into a single organised view, delivers actionable spending insights, and rewards users with a loyalty/deals engine — differentiating on a dedicated spam-free email address and universal order tracking across all merchants and travel categories.
What we built
A full-stack consumer shopping intelligence platform spanning:
- a dedicated private email address with Gmail-integration pipeline that auto-ingests and classifies transactional emails into typed order entities (e-commerce, food, travel, ride, hotel)
- a universal order tracking and spending insights dashboard with bar/pie/line charts
- a gamified loyalty engine with streaks, challenges, milestone campaigns, cashback, Flash Drop surprise boxes, and a Flash Plus auto-redemption subscription tier
- a self-serve deal/voucher catalogue with admin portal (Retool/AppSmith) for merchant coupon and creative management
- a cross-platform notifications and event-log infrastructure
- a Chrome browser extension with PDP overlay pill, side-panel AI chat, and cross-sell intelligence widgets (ingredients, skin concern, suitability, specs-decoded)
- a React/Next.js web app with Core Web Vitals optimisation; and
- TWID payment platform integration for reward-point checkout redemption. The system serves both Indian and US markets with full i18n, country-aware APIs, and dual-currency support.
Full Flutter mobile app (iOS + Android) with inbox, order tracking, insights, rewards, gamification, and onboarding live on prod; Java microservices (email pipeline, entity extraction, categorisation, engagement/campaign engine, comms/PN service) on AWS ECS; self-serve admin portal on Retool/AppSmith; Chrome extension with PDP pill and AI cross-sell widgets; React/Next.js web app with optimised Core Web Vitals; TWID redemption integration and Flash Plus auto-redemption subscription tier deployed to prod.
Delivery timeline
How it was built, phase by phase.
8 workstreams across 147 weeks of operated delivery.
- buildWeek 1–60
Gmail Integration & Email Processing Pipeline
Multi-service pipeline ingesting Gmail data via OAuth consent, watch subscriptions, SQS queues, and Lambda functions to extract, categorize, and classify transactional emails in near-real-time.
Full async email ingestion pipeline live on prod; Gmail watch renewals, merchant classification, type extraction.
JavaAWS SQSAWS SNSAWS LambdaAWS ECSRedis - buildWeek 1–52
Order Entity Extraction & Universal Order Tracking
Extraction and structuring of order entities (e-commerce, food, travel, ride) from emails into typed entities with tracking status, delivery milestones, and rich metadata exposed via API.
End-to-end entity extraction for shopping, food.
JavaPython-DjangoAWS SQSPostgreSQLRedisJOOQ - buildWeek 1–80
Flash Inbox — Dedicated Shopping Email Client
Full-featured mobile inbox for Flash's proprietary email address, including compose, reply, forward, threading, search, attachments, trash, spam management, and outbox with retry logic.
Fully functional dedicated Flash email client with batcher-based outbox retry, attachment caching, threading, and search live in production.
FlutterDartHiveFirebaseAWS SQSJava - buildWeek 1–130
Rewards, Gamification & Campaign Engine
Multi-tier loyalty system comprising streaks, challenges, milestone campaigns, cashback campaigns, surprise boxes (Flash Drop), coin ledger, redemption flows, and a rule engine for priority-based campaign execution.
Full campaign engine live with priority-based rule execution, milestone/challenge/cashback campaigns, Flash Drop, Flash Plus auto-redemption.
JavaAWS SQSRedisPostgreSQLRetoolApp-Smith - buildWeek 1–90
Focus Widget System & Home Feed Personalisation
Dynamic card-based home feed with dismissible animated focus widgets, remote-config-driven rendering, shimmer states, undo snackbar, and per-widget analytics tracking impressions and actions.
Animated, dismissible focus widget carousel live with remote-config rendering, per-widget analytics, shimmer loading, and undo-snackbar UX.
FlutterDartFirebase Remote ConfigHivePercept - buildWeek 8–60
Spending Insights & Analytics Dashboard
In-app analytics showing spending breakdown by brand/category, bar/pie/line charts with timeline filters, spam metrics, top brands, rank widget, and multi-dimensional insights for user financial awareness.
Full insights tab live with bar/pie/line charts, brand breakdown, spam metrics, timeline filters, and Mixpanel/Percept analytics instrumentation.
FlutterDartFirebaseMixpanelMoEngagePercept - buildWeek 40–100
Deals & Rewards Catalogue (Self-Serve Portal)
Merchant deal catalogue with variant management, coupon upload (bulk CSV + single), creative S3 upload, tag-based filtering, country-aware visibility, and admin portal built on Retool/AppSmith for ops team.
Full catalogue management portal live on Retool with deal creation, variant/coupon/creative upload, tag filters, country-aware listing.
JavaRetoolApp-SmithAWS S3PostgreSQLPython-Django - integrateWeek 40–70
Internationalisation & Multi-Country Support
Full i18n implementation covering locale detection, country code selection, currency formatting, timezone-aware API headers, country-aware deal/package/reward visibility, and TNC/privacy policy routing by country.
Full IN/US dual-market support live with locale-aware headers, country-specific TNC/privacy, currency formatting.
FlutterDartFirebase Remote ConfigJavaPython-Django
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