Deed

The development of the “Deed” platform began in the spring of 2020 by a specialized and experienced team in the fields of software, artificial intelligence, and startup growth at Navaye Diare Kherad Company, with investment from Tecventures. After completing the initial feasibility study and technical evaluation phase, which lasted for 5 months, the development of the platform’s initial version commenced.
Due to the innovative nature of the platform and the lack of similar domestic examples, which required complex AI-related coding for image processing and recognition capabilities, this phase took nearly 8 months. In 2021, the process of transforming the prototype into a market-ready version began.
Despite the product’s similarity to Pinterest, the correct design of the User Interface (UI) and User Experience (UX) was of utmost importance in this phase, as the success of the platform’s marketing goals depended on the proper implementation of these elements. After multiple tests and final evaluations, which took about 6 months, the first version of the “Deed” web platform was launched at www.deed.ir, followed by the mobile app version.
The next development phase involved determining content categories and uploading the minimum viable content for each category based on critical mass analyses. Therefore, content for two categories—Interior Design and Fashion & Apparel—was coded by crawlers. Content for these sections was uploaded to the platform according to strict standards, ensuring high-quality content aligned with Iranian-Islamic culture. As a result, after 4 months, the platform contained over 2 million pieces of content in these two categories.
The market entry phase began with the release of the mobile app in both domestic and international app stores, including Cafe Bazaar, Myket, and Google Play, starting in September 2022. Simultaneously, platform introduction campaigns were launched, and by 2023, over 200,000 users had installed the “Deed” app, and website visits exceeded 300,000 daily. In addition, starting in late December 2023, based on user feedback, new features were added, including improved image search and expanded search capabilities, as well as the introduction of a new content category: Animals. These updates marked a new phase in product and content development.