Summary
This case study details the collaboration between Shake Shack and Applause to enhance the customer experience through a mobile application. Shake Shack aimed to create a digital platform that aligned with its brand while providing a seamless user experience. The company faced challenges in developing an app that would engage tech-savvy customers and support features like advance ordering and promotions. To address these challenges, Shake Shack partnered with Applause for extensive testing, which included both virtual and physical QA processes. The testing revealed critical glitches in the app, such as crashes during drink orders and issues with payment processing. The results of the testing were significant, with 200,000 downloads in the first four months and a 15% increase in mobile order purchases compared to in-store transactions. The feedback from the testing led to operational improvements, including staff training and better customer service processes. Applause continues to assist Shake Shack with ongoing testing and enhancements.
