Customer Case Study Series #5/2012 Starting point Marvin Paul, one of Capigami’s co-founders, originally built Out of Milk because he didn’t like any of the shopping list apps that were available at the time. They were ugly, clunky, hard-to-use and required too many steps to create a grocery list. Out of Milk’s initial feature set intended to make it easy to create a list and also give users the ability to scan items into their list. The sim

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