Heroku was a decent choice to start a business, but at some point our platform was too big, too complex & too heterogenic, so Heroku started to be a constraint, not a benefit. First, we've started containerizing our apps with Docker to eliminate "works in my machine" syndrome & uniformize the environment setup. The first orchestration was composed with Docker Compose , but at some point it made sense to move it to Kubernetes. Fortunately, we've made a very good technical decision when starting our work with containers - all the container configuration & provisions HAD (since the beginning) to be done in code (Infrastructure as Code) - we've used Terraform & Ansible for that (correspondingly). This general trend of containerisation was accompanied by another, parallel & equally big project: migrating environments from Heroku to AWS: using Amazon EC2 , Amazon EKS, Amazon S3 & Amazon RDS.
Another major decision was to adopt Elixir and Phoenix Framework - the DX (Developer eXperience) is pretty similar to what we know from RoR, but this tech is running on the top of rock-solid Erlang platform which is powering planet-scale telecom solutions for 20+ years. So we're getting pretty much the best from both worlds: minimum friction & smart conventions that eliminate the excessive boilerplate AND highly concurrent EVM (Erlang's Virtual Machine) that makes all the scalability problems vanish. The transition was very smooth - none of Ruby developers we had decided to leave because of Elixir. What is more, we kept recruiting Ruby developers w/o any requirement regarding Elixir proficiency & we still were able to educate them internally in almost no time. Obviously Elixir comes with some more tools in the stack: Credo , Hex , AppSignal (required to properly monitor BEAM apps).
Initially we had just 1 monolithic application with a PostgreSQL database (picked for performance, community & flexibility to work with GIS data), but as we've developed more features, it was clear that some stuff is relatively independent from the rest of the platform - it made sense to split the application into loosely coupled, asynchronously communicated services. As a communication broker we've used RabbitMQ (wrapped in our custom, ProtoBuff-based wrapper). To reduce some excessive inter-process (& inter-dyno) communication, we've applied Redis as a tool to keep short-lived, not-persistent information (but not as a cheap caching workaround for any kind of performance issues ;>).
Regarding Continuous Integration - we've started with something very easy to set up - CircleCI , but with time we're adding more & more complex pipelines - we use Jenkins to configure & run those. It's much more effort, but at some point we had to pay for the flexibility we expected. Our source code version control is Git (which probably doesn't require a rationale these days) and we keep repos in GitHub - since the very beginning & we never considered moving out. Our primary monitoring these days is in New Relic (Ruby & SPA apps) and AppSignal (Elixir apps) - we're considering unifying it in New Relic , but this will require some improvements in Elixir app observability. For error reporting we use Sentry (a very popular choice in this class) & we collect our distributed logs using Logentries (to avoid semi-manual handling here).
"Soft" part of our development process is handling with: JIRA (which supports our processes & workflows), Confluence (as a knowledge base) & Slack (not only as a collaboration tool, but also as an integration platform for various bots - ChatOps). We use Slack to ask for optimal peer code reviews, create new test environments, etc. We keep UI/UX designs in InVision .
We make sure to implement only the functionalities that are specific to our business domain (Beauty & Wellness) & use other services for functionalities we find generic or secondary (they do not make us stand out). We've picked the most stable & popular ones we could find for such purposes: Google Maps (for salon location maps), Mandrill (sending mail notifications), Twilio (sending SMS notifications) or Braintree (for payments).
We've started as a typical start-up, striving to release something quickly & with a limited hassle - Ruby & Rails as a tech stack was an obvious choice at this point. Infrastructure-wise we were also looking for something with a flat learning curve & developer-friendly: Heroku is addressing exactly these needs. That initial tech stack was good enough for at least a year - until scale, inertia, limited flexibility & some other constraints (e.g. issues with web sockets) started to be a problem.