The goal of the team was to create a stand-alone yet universal app with its own gallery of images and memes, integrated with an entire range of messengers. Similar Western apps weren't suitable for Russian social network users, especially teenagers, and UMAD was designed as an app that would fill this gap.
The app was originally called OZM! during early development stages, but was later renamed to UMAD due to the reasons explained below. When the customer decided upon a budget and found a back-end developer and a designer, they came to us for an Android app.