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>> well, we were unclear at the beginning of our research whether the app was going to be about transactions, or whether it was going to be about browsing and discovery. and we found out very clearly from that research that the app had to be a place where she could discover these dresses, and browse during her taxi ride, or during her tv binge night. >> so the rent the runway team focused on developing new features that were all about the browsing experience. not the transaction. features that were specific to mobile. >> this feature is you can take a photo of any dress that you see in the sto...

Beginning of our research whether the app was going to be about transactions, or whether it was going to be about browsing and discovery. and we found out very clearly from that research that the app had to be a place where she could discover these dresses, and browse during her taxi ride, or during her tv binge night. >> so the rent the runway team focused on developing new features that were all about the browsing experience. not the transaction. features that were specific to mobile. >> this feature is you can take a photo of any dress that you see in the store, or actually anything that yo...

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