3 Keys to Great Customer Experience When Launching Web and Mobile Applications

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Designing a great application is only part of ensuring a great customer experience. Ensuring that the application meets business and user expectations in a way that attracts and keeps customers wanting more, yet protecting and increasing business interests is the key to a great customer experience.

Join guest speaker Margo Visitacion of Forrester Research Inc, and Mark Eshelby of Compuware for this webinar about Designing and Launching Web and Mobile Applications that delight your customers and are good business.

In this webinar learn how:
• Today’s teams must focus on a wider range of requirements to verify in complex environments
–how do web and mobile applications change the customer experience?
• Why application development professionals must use collaborative test design principles and approaches .
• How to approach testing your Web and Mobile Applications focusing on the end user experience.

Published in: Technology, Business
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3 Keys to Great Customer Experience When Launching Web and Mobile Applications

  1. 1. < t t DMargo Visitacion, Vice President Forrester ResearchD W D
  2. 2. 2 © 2011 Forrester Research, Inc. Reproduction Prohibited
  3. 3. Performance Testing Is More Important Than EverAre You Prepared?Margo Visitacion, Vice President Principal AnalystNovember 2, 2011 3 © 2011 Forrester Research, Inc. Reproduction Prohibited 2009
  4. 4. Don’t pull your customer’s strings……design your testing to validate their needs in all areas of performance4 © 2011 Forrester Research, Inc. Reproduction Prohibited
  5. 5. AgendaDesigning value into your testing experienceTesting practices have changed – shift your focusBuilding the perfect approachRecommendations5 © 2011 Forrester Research, Inc. Reproduction Prohibited
  6. 6. Customers may or may not know how to tell you whatthey need… What The It gets lost in translation May meet requirements, Stakeholder Wants but not desired outcome… and whatYou have to will change. there they need help them get 6 © 2011 Forrester Research, Inc. Reproduction Prohibited
  7. 7. Testing will help you demonstrate what yourcustomers want in every aspect of their applications7 © 2011 Forrester Research, Inc. Reproduction Prohibited
  8. 8. It only takes a moment to lose a customer Performance: – It only takes a moment to lose customers – Nearly half of mobile web users are unlikely to return to a website that they had trouble accessing from their phone and 57% are unlikely to recommend the site. Security – Online banking: the future is now – 90.5 million Americans now bank online….. – ….Yet less than half of customers feel secure about their institutions’ security Scalability – 70% of auto policies renew in January8 © 2011 Forrester Research, Inc. Reproduction Prohibited
  9. 9. AgendaUsability and user experience isn’t new, so why should you care?Testing practices have changed – shift your focusBuilding the perfect approachRecommendations9 © 2011 Forrester Research, Inc. Reproduction Prohibited
  10. 10. Testing today is not cut and dried10 © 2011 Forrester Research, Inc. Reproduction Prohibited
  11. 11. Expand coverage without expanding your test cycle Functional Performance Requirement Testing Test • Feature • Feature driven • System • Environment • Business performance • Desired outcome compliance • System • Measure • Efficient compliance • Usable • Desired outcome • Attractive • Measure • Alluring • Informational • Desired outcome • Measure11 © 2011 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Getting to the bottom of requirements…deploying test types Requirement Context • Business needs • Ideal scenario • Business process • Look and feel • Functional needs • Content and performance • Technical needs • Personas Testability Organic • Scenario testing • Environments • Performance testing • “A Day in the Life” • Expected results • Quality thresholds • Identifying participants • Metrics12 © 2011 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Allows you to account for all user scenarios and performance variances • Performance •1 Click transactions • Multi level search • Mobility •Easy to read • Performance •Critical information displayed •Guidance •Security •Confirmation •Quick Zoom •Comfort13 © 2011 Forrester Research, Inc. Reproduction Prohibited
  14. 14. The team drives holistic, end to end quality Business partners Support Project/ operations program staff managers Business/ QA pros Quality systems analysts User Developers experience pros Architects14 © 2011 Forrester Research, Inc. Reproduction Prohibited
  15. 15. Verifying what the customer really needs can cut testing costs?........YES! How does the user feel about Requirement Is it easy to use? performing the task? Does the What’s the Scenarios functionality frequency? support the task? How does it map Environments What’s the risk? to the task? What’s the Priorities Who uses it? benefit?15 © 2011 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Agenda Usability and user experience isn’t new, so why should you care? Testing practices have changed – shift your focus Building the perfect approach Recommendations16 © 2011 Forrester Research, Inc. Reproduction Prohibited
  17. 17. Start thinking like a product team: Small, frequent Beg, borrow, Collaborate Discuss options tests steal 17 © 2011 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Get empowered The empowered testing team • Introduced early in the cycle • Part of the development and design process • Part of the project initiation process • Tests early and often • Is enabled to make the tough call • Can call in support help when necessary The powerless testing team • Gets content at the last minute • Has no insight into development process • Has little insight into business stakeholders needs • Cannot hold up the cycle must squeeze their tests to fit in a compressed cycle if other team members slip18 © 2011 Forrester Research, Inc. Reproduction Prohibited
  19. 19. ….and set the bar before testing even begins • Quality thresholds • Performance thresholds • Performance rangesRequirements • Negotiable and non negotiable • Determining testability • Data mapping • Integration testability Design • Mapping automation strategy • Functional testing design • User experience design • Performance designDevelopment • Regression testing design 19 © 2011 Forrester Research, Inc. Reproduction Prohibited
  20. 20. Recommendations In the short term: – Don’t break the bank – collaboration is cheap and it works – Let testers talk to marketing and product leaders to determine performance requirements – Test early – start with static testing to focus performance testing later – Start thinking in terms of personas when building test plans and test cases Long term – Revamp testing cycles to be more product centric to build in usability and customer experience – Outsource when you have special needs20 – Incent your support teams to join testing whenever possible © 2011 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Thank youMargo Visitacion+1 617.613/8844mvisitacion@forrester.comwww.forrester.com © 2009 Forrester Research, Inc. Reproduction Prohibited
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