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And, every week we would see that number creep up. we really saw that we had to get ahead of this as quickly as possible. >> for rent the runway, creating a mobile strategy was not just about getting new customers, it was about serving the ones they already had. >> our customers on multiple screens throughout the day. she's utilizing rent the runway when she's watching tv, when she's in a boring meeting at work, and we need to be there for her in all channels. >> reporter: but they need to be there in varying ways, depending on the channel. jenn and her team were clear, the mobile experience h...

And, every week we would see that number creep up. we really saw that we had to get ahead of this as quickly as possible. >> for rent the runway, creating a mobile strategy was not just about getting new customers, it was about serving the ones they already had. >> our customers on multiple screens throughout the day. she's utilizing rent the runway when she's watching tv, when she's in a boring meeting at work, and we need to be there for her in all channels. >> reporter: but they need to be there in varying ways, depending on the channel. jenn and her team were clear, the mobile experience h...

Illiterative. >> if you report a pothole, this governor wants you to be able to see every step of the way getting that pothole fixed, the same way you can see your fedex package. he believes you should be transparent about that to citizens. good morning and welcome to stand-up. money after a certain level does not really motivate people. we pay these guys a small stipend for the year. they're living on $30,000 a year, so they're certainly not here for the money. they're here to change this institution. we also did public user testing, which is awesome, because we now have a functional app. wha...