Why Users are Running Away from the Dunkin’ Run iPhone App

I think this might solidify the fact that I'm a terrible person, but I'm pretty sure I up-voted this entirely because of the schadenfreude elicited when large corporate software projects fail miserably due to user experience issues. It's kind of like watching a dog trying to stand on its hind-legs, and inevitably wobbling onto its side.

That said, I feel kind of bad for Dunkin' Donuts. This kind of problem was probably not on their radar, but I'm glad that their users sent a clear message: "You must take user experience into consideration when you develop software. It is profoundly important and you simply cannot get by without it." Hopefully Dunkin' Donuts won't be the only company that learns a lesson from this experience.

The point is precisely that - what does the rest of the app matter if 60% of your users are deleting it in frustration after the first screen?

Also - the web portal requiring maiden name and phone number is a bit extreme. It is as if DD's goal of getting user data outweighed their desire to make the app easy to load and use.