What features could SmileDirectClub add to its mobile app to better support customers throughout their teeth straightening journey?

Introduction

To improve SmileDirectClub's mobile app and better support customers throughout their teeth straightening journey, we need to identify key pain points and develop innovative features that enhance the user experience. I'll analyze user segments, prioritize pain points, and propose solutions that align with SmileDirectClub's goals and customer needs.

Step 1

Clarifying Questions (5 mins)

• Looking at the product context, I'm thinking SmileDirectClub's app might be underutilized during the treatment process. Could you share any data on app usage frequency and patterns throughout a typical customer's journey?

Why it matters: Determines where to focus our efforts in the customer lifecycle Expected answer: Usage spikes at the beginning and end of treatment, with lower engagement in between Impact on approach: Would focus on increasing engagement during the middle stages of treatment

• Considering user behavior, I'm curious about the current key features of the app. What are the top 3-5 most used features, and how do they align with customer needs at different stages of their journey?

Why it matters: Helps identify areas for improvement and potential feature gaps Expected answer: Progress tracking, appointment scheduling, and customer support are most used Impact on approach: Would look to enhance these core features and identify complementary functionalities

• Examining pain points and market position, how does SmileDirectClub's app compare to competitors in terms of user satisfaction and feature set?

Why it matters: Identifies competitive advantages and areas for differentiation Expected answer: SmileDirectClub leads in convenience but lags in personalized guidance Impact on approach: Would focus on developing unique, personalized features to strengthen market position

• Considering company alignment, what are the primary business objectives for improving the app? Are we prioritizing customer acquisition, retention, or lifetime value?

Why it matters: Ensures proposed solutions align with overall business strategy Expected answer: Focus on improving retention and increasing customer lifetime value Impact on approach: Would emphasize features that encourage long-term engagement and upselling opportunities