beginning of our research whether the app was going to be about transactions, or whether it was going to be about browsing and discovery. and we found out very clearly from that research that the app had to be a place where she could discover these dresses, and browse during her taxi ride, or during her tv binge night. so the rent the runway team focused on developing new features that were all about the browsing experience. not the transaction. features that were specific to mobile. this feature is you can take a photo of any dress that you see in the store, or actually anything that you see, and we will show you the dress that you can rent. so with this feature i can take a picture of anything. i ll take a picture of this green. great green notebook. and it will show me a dress that matches that green notebook? yes. wow, how cool. and at the same time they launched their app, they launched a site for the mobile web. the website is really offering everything.