Use-case product development

Dan Frommer on Shopkick’s redesign and the data behind the decision:

There’s a lot of information that comes together in 1.5 years. So we looked into the data and found out some really interesting patterns. For example, the average Shopkick user opens Shopkick on 9 days out of 30 per month. And 6 days out of those 9 days turned out to be not at the store. People were at home on the couch or at work.

Analyzing frequency of usage uncovered a gap between expected and actual use-cases, leaving two options: stay the course or pivot. Both are gutsy calls in their own right and Shopkick chose the latter, fundamentally rethinking their value-prop.