What Went Wrong...
Examining the missteps of various software products across industries reveals common pitfalls that can derail even the most promising innovations. From inadequate market research and poor user experience design to insufficient testing and failure to adapt to technological advancements, these challenges underscore the importance of thorough planning and execution. The following section outlines specific cases, offering insights into how these factors contributed to their downfall and the lessons that can be gleaned to inform future endeavors.
Available Lessons:
200
Bonobos Guideshop Appointments
RetailTech
Bonobos
The app-based appointment booking system for in-store consultations failed due to technical bugs and poor usability.
WHAT WENT WRONG
Technical glitches in the booking process
Lack of integration with in-store schedules
SIGNALS MISSED
Customer complaints about failed or missed appointments
Low booking rates despite marketing efforts
HOW COULD THEY HAVE AVOIDED THIS
Testing the app with real users before launch
Integrating the tool with in-store systems for real-time updates
TEAMS INVOLVED
Product, Engineering, Customer Success, Operations
Google Express
RetailTech
A delivery service designed to compete with Amazon Prime failed due to a limited selection and poor user experience.
WHAT WENT WRONG
Weak partnerships with retailers for inventory
Lack of differentiation from competitors
SIGNALS MISSED
Customer feedback highlighting limited product selection
Low repeat usage by early adopters
HOW COULD THEY HAVE AVOIDED THIS
Expanding retailer partnerships to diversify inventory
Offering unique benefits to attract and retain customers
TEAMS INVOLVED
Product, Operations, Sales, Marketing
Shopify AR (Augmented Reality)
RetailTech
Shopify
Augmented reality tools for e-commerce failed to gain traction due to high costs for merchants and limited consumer interest.
WHAT WENT WRONG
Overestimating merchant and consumer readiness for AR
Lack of easy integration with existing Shopify stores
SIGNALS MISSED
Low adoption rates by Shopify merchants
Feedback from merchants about the complexity of implementation
HOW COULD THEY HAVE AVOIDED THIS
Simplifying AR integration for merchants
Offering AR features for free to incentivize adoption
TEAMS INVOLVED
Product, Engineering, Design, Marketing
IKEA Virtual Reality Showroom
RetailTech
IKEA
VR-based showroom failed to resonate with users due to a clunky interface and limited utility for online shoppers.
WHAT WENT WRONG
Poor VR experience with technical glitches
Limited integration with the e-commerce platform
SIGNALS MISSED
Low engagement rates during initial tests
Feedback highlighting difficulties navigating the VR platform
HOW COULD THEY HAVE AVOIDED THIS
Improving the interface through iterative user testing
Expanding the VR platform’s functionality for online shoppers
TEAMS INVOLVED
Product, Design, Engineering, Marketing
Macy’s Beacon Technology
RetailTech
Macy’s
In-store beacons aimed to improve personalized shopping experiences but failed due to low consumer engagement and technical glitches.
WHAT WENT WRONG
Poor implementation of beacon technology in stores
Limited consumer interest in location-based notifications
SIGNALS MISSED
Feedback from customers citing intrusive or irrelevant notifications
Low activation rates for the mobile app
HOW COULD THEY HAVE AVOIDED THIS
Refining notification algorithms to prioritize relevance
Testing consumer interest in specific use cases before scaling
TEAMS INVOLVED
Product, Marketing, Engineering, Operations
Target Canada Inventory Software
RetailTech
Target
Poorly implemented inventory management software led to stock issues and contributed to Target’s exit from Canada.
WHAT WENT WRONG
Weak inventory tracking and supply chain integration
Limited testing before full deployment
SIGNALS MISSED
Stores consistently reported stock mismatches
Customer complaints about unavailable items
HOW COULD THEY HAVE AVOIDED THIS
Gradual rollout with rigorous testing in select stores
Better alignment of supply chain data with inventory systems
TEAMS INVOLVED
Product, Engineering, Operations, Customer Success