Incorporating 360 Degree App Quality in Mobile Development

transcript

|November 2014 | Roy Solomon | VP & CO-FOUNDER | rsolomon@applause.com

INCORPORATING 360 °APP QUALITY IN MOBILE DEVELOPMENT

APPS ARE GATEWAY TO YOUR BRAND & BUSINESS

THEY MUST DO MORE THAN MERELY WORK…

THE NEW NECESSITY IS TO DEL IGHT USERS

U S E R S A R E M O R E V O C A L T H A N E V E R

U S E R P E R C E P T I O N I S R E A L I T Y

Source: Compuware Mobile App Usage survey

5 REASONS THIS MATTERS MORE THAN EVER

1 . THE APPS ECONOMY IS ULTRA-COMPETIT IVE

2 . SWITCHING COSTS ARE AT OR NEAR ZERO

W H AT I S T H I S N U M B E R ?

16% % O F U S E R S T H AT W O U L D R E T R Y A N A P P A F T E R 2 FA I L U R E S

| 11 OpenSignal Android Fragmentation Visualized (July 2013)

3 . FRAGMENTATION (OF ALL K INDS) SPIKING

1,000,000,000

2,000,000,000

3,000,000,000

4,000,000,000

5,000,000,000

6,000,000,000

7,000,000,000

8,000,000,000

9,000,000,000

10,000,000,000

Personal Computers (Desktop And Notebook)

Smartphones

SmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphones

SmartphonesSmartphones

Tablets

TabletsTabletsTabletsTabletsTabletsTablets

TabletsTablets

Tablets

TabletsTablets

Smart TVs

Connected/Smart TVsConnected/Smart TVsConnected/Smart TVsConnected/Smart TVsConnected/Smart TVsConnected/Smart TVs

Connected/Smart TVsConnected/Smart TVs

Connected/Smart TVs

Wearables

WearablesWearablesWearablesWearablesWearablesWearables

Wearables

Global Internet Device Installed Base Forecast

12 Business Insider (Business Intelligence Estimates) 2013

4 . IT ’S NOT JUST MOBILE

5 . THE SPEED OF DEVELOPMENT & TEST ING

ARE YOU PREPARED TO SURVIVE – AND THRIVE?

USERS DON’T COMPARTMENTAL IZE QUAL ITY

A H A ! M O M E N T

W INNING APPS & COMPANIES DON’T E ITHER

360°APP QUALITYQ U A L I T Y, D E F I N E D B Y Y O U R U S E R S

T H E N E W M E A S U R I N G S T I C K

The Challenge

•••

WHAT THIS MEANS FOR YOU

Your Test Labs Are Here Your Users Are Here

Modern apps need real-world testing, where users live, work & play

T H E P R O B L E M W I T H T H E S TAT U S Q U O

C L O S E D L O O P O F T E S T & F E E D B A C K

Tester End UsersDeveloper

Build distribution1 In-app bug reporting 2

Crash log reporting

In-app user feedback 3

Product/Marketer

Sentiment Analysis5

Builds

User Feedback Crash logs

BugsBugs & Crashes

Quality Dashboard with Sentiment Analysis

O U T S I D E - I N A P P Q U A L I T Y S I G N A L S

• Inside-out POV valuable, but incomplete

– Regardless of dev & test methodologies

• 360ₒ app quality requires an outside-in worldview

– Comes in many forms

- Usability feedback

- User analytics

- L10N issues

- Bug reports

- Crash reports

- Security vulnerabilities

– And at many times

- Research

- Pre-launch

- Post-launch User Perception Is Reality 21

WATERFALL

AGILE FORRESTER

PRE-LAUNCH POST-LAUNCH

MEASURE USER APPLAUSE

EARN USERAPPLAUSE

PRE-LAUNCH POST-LAUNCH

DESIGN & DEVELOP

TEST &DEPLOY

2LISTEN &LEARN

ANALYZE& PLAN

360º APP QUALITY

EG: IBM

EG: JIRA EG: FLURRY

EG: BAZAARVOICE

The Challenge

•••

DIVING DEEPER

3 6 0 ° A P P Q U A L I T Y D A S H B O A R D

I N - T H E - W I L D T E S T I N G S E R V I C E S

• Testing beyond the QA lab (in-

house or offshore)

• Test coverage where your

users work, live & play

• Across devices, OSes &

carriers

• Real testers, real devices, real-

world conditions

• Across the SDLC

A C T I O N A B L E D E F E C T R E P O R T S

FY I , TH IS IS WHAT ACT IONABLE LOOKS L IKE

S D K - E N A B L E D C R A S H R E P O R T S

S D K - E N A B L E D S E S S I O N R E P O R T S

VA L I D AT E D L O C A L I Z AT I O N I S S U E S

M O B I L E B E TA P R O G R A M S

U S E R S E N T I M E N T A N A LY T I C S

H E A R I N G W H AT U S E R S A R E S AY I N G

ENORMOUS BL IND SPOT FOR COMPANIES

I F Y O U C A N C U T T H R O U G H T H E N O I S E

AND F IND THE S IGNALS 35

U S E R R E V I E W S E N T I M E N T

TURN DATA INTO ACT IONABLE INS IGHTS

C O M P E T I T I V E A N A LY S I S

DETERMINE WHERE TO INVEST IN QUAL ITY

L I S T E N I N G T O U S E R S D R I V E S Q U A L I T Y

• Analytics = listen to your users

• End opinion-based debates

• Continual improvement

• Measure what matters

• Compare to competitors

• Measure before & after launch

I T ’S POWERFUL IN CREATING WINNING APPS 38

• Modern apps have different recipe for success

– Infinitely more variables (devices, OSes, carriers, locations, use cases)

– Apps must go beyond merely “good enough” to delight users

– Traditional methods & playbooks won’t suffice

• Companies must play catch-up

– App quality no longer just a CIO & CTO problem; matters to brand & biz

– Move beyond lab to where users work, live & play

– Closed loop between user POV and your definition of quality

• 360°app quality isn’t just about dev ops or testing

– Requires modern tools and analytics that focus on users-centric quality

– Necessity due to outsized user expectations + voice

• A few mobile app war stories & examples (time permitting)

K E Y TA K E AWAY S

The Challenge

•••

QUESTIONS?ANSWERS.

Matt Johnston | CMO & CSO | mjohnston@applause.com

Incorporating 360 Degree App Quality in Mobile Development

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