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

 INCORPORATING 360 °APP QUALITY IN MOBILE DEVELOPMENT

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APPS ARE GATEWAY TO YOUR BRAND & BUSINESS

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THEY MUST DO MORE THAN MERELY WORK…

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THE NEW NECESSITY IS TO DEL IGHT USERS

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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

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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

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5 REASONS THIS MATTERS MORE THAN EVER

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1 . THE APPS ECONOMY IS ULTRA-COMPETIT IVE

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2 . SWITCHING COSTS ARE AT OR NEAR ZERO

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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

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0

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)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Personal Computers (Desktop And Notebook)

Smartphones

SmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphonesSmartphones

SmartphonesSmartphones

SmartphonesSmartphones

SmartphonesSmartphones

Tablets

TabletsTabletsTabletsTabletsTabletsTablets

TabletsTablets

Tablets

Tablets

Tablets

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

Connected/Smart TVs

Connected/Smart TVs

Connected/Smart TVs

Connected/Smart TVs

Connected/Smart TVs

Wearables

WearablesWearablesWearablesWearablesWearablesWearables

Wearables

Wearables

Wearables

Wearables

Wearables

Wearables

Wearables

Wearables

Global Internet Device Installed Base Forecast

# O

f D

evic

es (

In M

illio

ns)

12 Business Insider (Business Intelligence Estimates) 2013

4 . IT ’S NOT JUST MOBILE

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5 . THE SPEED OF DEVELOPMENT & TEST ING

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ARE YOU PREPARED TO SURVIVE – AND THRIVE?

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USERS DON’T COMPARTMENTAL IZE QUAL ITY

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A H A ! M O M E N T

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W INNING APPS & COMPANIES DON’T E ITHER

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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

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

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The Challenge

•••

WHAT THIS MEANS FOR YOU

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Your Test Labs Are Here Your Users Are Here

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

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

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

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Tester End UsersDeveloper

Build distribution1 In-app bug reporting 2

Crash log reporting

4

In-app user feedback 3

Product/Marketer

Sentiment Analysis5

Builds

User Feedback Crash logs

BugsBugs & Crashes

Quality Dashboard with Sentiment Analysis

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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

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WATERFALL

AGILE FORRESTER

LEAN

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PRE-LAUNCH POST-LAUNCH

MEASURE USER APPLAUSE

EARN USERAPPLAUSE

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PRE-LAUNCH POST-LAUNCH

DESIGN & DEVELOP

1

TEST &DEPLOY

2LISTEN &LEARN

3

ANALYZE& PLAN

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360º APP QUALITY

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EG: IBM

EG: JIRA EG: FLURRY

EG: BAZAARVOICE

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The Challenge

•••

DIVING DEEPER

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

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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

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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

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

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

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

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

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

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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

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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

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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

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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

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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

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• 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

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The Challenge

•••

QUESTIONS?ANSWERS.

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