Scheels’ focus for the app build was speed to market, so we worked together to prioritize features that were essential to browsing and ordering products. This was also a prime opportunity to improve the user experience; our design team showed how a native app offered visual advantages over a mobile website, making it easier for customers to navigate to the most important screens.

Key to the project success: forming a small team of Capillary Digital and Scheels employees who met daily to prioritize tasks. To ensure that Scheels would be equipped to maintain the site going forward, we helped hire and train two new software engineers on their team. To future-proof the experience, we made sure that the app’s content and data sources were not dependent on one technology, but could respond flexibly as Scheels’ internal software changed over time.

Scheels first launched the app to a beta group of users so that we could monitor and improve the experience before a larger rollout. When consumer behavior changed — such as increased demand for mobile pickup orders — we were able to quickly prioritize, design, and develop the feature in a follow-up app release.