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#ATAGTR2019
Reimagining QA in the age of Digitization – With Customer
Centricity at the Core
Nilanjan Chanda
14th 15th Dec...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
#ATAGTR2019
As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow...
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#ATAGTR2019 Presentation "Re-imagining Quality Assurance in the age of Digitization: With Customer Centricity at the Core" By Nilanjan Chanda and Sibsankar Majumder

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Nilanjan Chanda who is a Associate Director – Projects at Cognizant Technology Solutions along with Sibsankar Majumder who is a Manager – Projects at Cognizant Technology Solutions took a Session on "Re-imagining Quality Assurance in the age of Digitization: With Customer Centricity at the Core" at Global Testing Retreat #ATAGTR2019

Please refer our following post for session details:
https://atablogs.agiletestingalliance.org/2019/12/04/global-testing-retreat-atagtr2019-welcomes-nilanjan-chanda-as-our-esteemed-speaker/
https://atablogs.agiletestingalliance.org/2019/12/04/global-testing-retreat-atagtr2019-welcomes-sibsankar-majumder-as-our-esteemed-speaker/

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#ATAGTR2019 Presentation "Re-imagining Quality Assurance in the age of Digitization: With Customer Centricity at the Core" By Nilanjan Chanda and Sibsankar Majumder

  1. 1. #ATAGTR2019 Reimagining QA in the age of Digitization – With Customer Centricity at the Core Nilanjan Chanda 14th 15th Dec 2019
  2. 2. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) QUALITY ASSURANCE is now transformed into BUSINESS ASSUSRANCE With the advent of digital transformation led “Direct to Consumer” model, seamless Customer Experience is the key to be market leader INDUSTRY TRENDS/INSIGHTS Shift from TESTING QUALITY to BUILDING QUALITY 30% Digital business may be impacted by poor customer experience ~6X Improvement in NPS can be brought in improving CX alone 81% Of Digital Marketing competes solely based on customer experience Identify Customer Exp. Journey Establish 360 degree Customer Experience Assurance Strategy Derive Tangible Factors influencing Customer Exp. Formation of Effective Customer Experience QA is a 3 phased approach… Customer Centric Digital Transformation : Evolving QA Priorities
  3. 3. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Digital transformation led Customer Centricity strategies are based on the following key tenets: NON-FUNC. ASSESSMENTCROWD-SOURCED QA PRODUCTION LISTENING PRE-EMPT PROD INCIDENTSMIMIC REAL-TIME USER CONDITIONSDESIGN & USABABILITY TEST AT SCALE 360 Degree CX Assurance Strategy : Key Tenets HUMAN CENTERD DESIGN PRINCIPLES ROBUST OMNI-CHANNEL & MOBILITY STRATEGY PRODUCTION MONITORING AND INSIGHTS 3 Pronged QA Strategy Human feedback on quality to assure Social, Localized, Mobile (SoLoMo) Design Principles Well-defined set of Non-functional tests to assure Performance and User Experience aspects Analysis of Social Media feeds along with AI/ML based Production Incidents Analytics
  4. 4. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Holistic CX Assurance Framework : CX.NEXT DIGITAL DEBUTANT Ad-hoc & On-demand CX STRATEGY Inconsistent; Confusing, Cumbersome Low NPS; High Drop rate, Lost Revenue BIZ IMPACT CX FEEDBACK DIGITAL CHAMPION Intelligent & Integrated Delightful, Clear & Consistent, Aligned to Brand value Improved Loyalty, Brand Recall, Revenue boost CX STRATEGY BIZ IMPACT CX FEEDBACK•Human Centered Design Testing •Accessibility & Usability tests CROWD SOURCED QA •Client & Server Side Perf. tests •User Exp. Testing NON-FUNC. ASSESSMENT •Sentiment Analysis •PROD Incidents Analytics PRODUCTION LISTENING MACHINE LEARNING & TEXT ANALYTICSTOOLS & TECHNOLOGIES T E C H S TA C K :
  5. 5. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) LEVER 1: CROWD-SOURCED QA
  6. 6. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Crowd-Sourced QA : In the Age of Digital Transformation EXPLICITLATENT IT focus often misses out latent aspects that create issues such as usability, demographics, platform variations etc. Diverse Community of Context Focused QA Wider Surface Coverage Across Devices/OS Testing with Real- time User Conditions Comprehensive QA covering Non- functional Aspects BENEFIT SPECTRUM : OFFERED BY CROWD SOURCED QA DEFECT IDENTIFICATION & MODERATION CROWD CAMPAIGN LAUNCH ACCESS/ENVIRONMENT PROVISIONING POINTS/AWARDS TO CROWD TESTERS CROWD CAMPAIGN CLOSURE Organization wide GAMIFIED CROWD SOURCED QA Platform 1 2 5 3 4 Proposed Crowd-Sourced QA Framework Crowd-Sourced QA offers the scale and flexibility to bring in human centric feedback on design, performance etc.
  7. 7. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Crowd Composition : Right Mix of Skills and Scale From the Crowd (Scale) From the Experts (Skills) Quality Engineers and BAs are injected into the crowd pool to maintain a good mix of Technical and Domain Skills… Complex Domain Aspects Validation of industry standards and compliance User Mental Model Testing workflows based on real-time user conditions Security and Accessibility Testing Validation of security and accessibility guidelines Usability Specific Testing Covering domain specific workflows Five/Seven Point Likert Scale To distinguish between Promoters and Detractors Brand Value Perception To understand emotion of the crowd VISUAL MENTAL MEMORY MOTOR • Minimalistic Design • Alignment/Formatting • Color Scheme • Language/Content • User Controls • Ease of Navigation • Menu/Options • Default Selections • Simplification of workflows • Input Optimization • Shortcuts Four Key Assessment Parameters – To be Derived from the Wisdom of Crowd…
  8. 8. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Crowd-Sourced QA in Agile : Implementation Approach APPROACH 1:  Crowd ready test environment setup post Sprint level testing  Crowd sourced QA in parallel to User Acceptance Testing APPROACH 2:  Crowd testing to be carried out followed by every Product Increment (PI)  End-to-end flows crowd tested in parallel to UAT phase APPROACH 3:  Crowd sourced QA as a continuous testing spectrum in parallel to Sprint level testing  Once end-to-end flows are ready prior to UAT phase, crowd sourced QA leveraged to mimic production like conditions Crowd Sourced QA can be blended into Agile based iterative development approach to offer continuous feedback…
  9. 9. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) LEVER 2: NON-FUNCTIONAL ASSESSMENT
  10. 10. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Non-functional Assessment : Key Aspects Extensive Functional Testing alone is often not sufficient to assure Best-in-class Customer Experience… 57% of Websites face Performance Issues when opened in Mobile devices 74% of Users leave a webpage if it takes >10 Secs to load 46% of Users tend to give negative feedback due to Perf. Issues – impacting NPS On-device/Browser Side Performance Testing Service Side Performance Testing • TCP Connection Time • Response Time • Battery Usage • Page Load Time • CPU Utilization • Memory Usage • Disk Usage • Throughput CX.NEXT Framework includes a gamut of Performance Testing and Persona based Testing Strategy for effective Non-Functional Assessment.. Effective Performance Testing encompasses On-device/Browser Side as well as Application Server Side testing for Holistic validation..
  11. 11. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) UX= User Story based Functional Test Automation Deployment in App stores QAScopeRealLifeUserExperience User Story based Functional Automation + Real Time User Experience Automation Deployment in App stores QAScopeRealLifeUserExperience + P o o r N e t w o r k D a t a P a c k e t L o s s Va r i e d l o c a t i o n s B a c k g r o u n d a p p s F u n c t i o n a l i t y P o o r N e t w o r k D a t a P a c k e t L o s s Va r i e d l o c a t i o n s B a c k g r o u n d a p p s F u n c t i o n a l i t y UX= TRADITIONAL AUTOMATION : LED BY FUNCTIONAL SCOPE NEW-AGE AUTOMATION : BLEND OF FUNCTIONAL & CX Persona based Testing : Driving Factors
  12. 12. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Say Hello to Georgia! • Traveler who is always connected to new networks – 3G, 4G, Wifi • Loyal Apple Customer – Uses latest versions of iPhones • Big user of social, banking and enterprise apps • Device: iPhone X • Verizon Customer • Frequent network shuffles and outages • Constant feeds from Facebook, Whatsapp and MS Outlook Powered by a Comprehensive Mobile Automation Framework Identify Persona based Test Requirements Apply on Test Automation Suite Run through Digital Zoom API Generate Reports & Insights MOBILE CLOUD CUSTOMER SATISFACTIONUSER ANALYTICS FASTER TIME to MARKET RELIABLE & ROBUST PRODUCT ALM Digital Zoom Persona based Testing @ Mobile : With Perfecto Cloud
  13. 13. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) LEVER 3: PRODUCTION LISTENING
  14. 14. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Production Listening : Meeting Bi-directional Mandates In the current age of Social Media and Digital Platforms, even small issues in Production can get escalated real fast… Production Incident End-Users affected Shares experience on Social Media Before any corrective action is taken – The incident goes viral, reputation damaged. SENTIMENT ANALYSIS of Social Media feeds – for Proactive identification of negative trends and continuous feedback loop PROD INCIDENTS ANALYTICS offering Automated RCA and QA Hot-Spot Identification – for Optimized turn-around time against PROD incidents CX.NEXT Framework offers a Comprehensive Production Listening Solution to meet the Bi-directional Mandates as below: 1 2
  15. 15. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Sentiment Analysis : With Natural Language Processing (NLP) Proposed Sentiment Analysis Solution harvests Social media data, Analyzes the same to focus on key areas that help improve product quality/additional validations for QA Feeds from Social Media Handles Insights on Production like test scenarios, value- adds, NPS etc. SOLUTION APPROACH: KEY ASPECTS: Python (NLTK) based NLP solution for Sentiment Analysis Insights to new Requirements and/or test conditions Dashboard views and integration points with BI tools Feeds Extracted in JSON format using GNIP Multiple JSON files stored in HDFS Load Data from HDFS into Hive for Querying Analyze Social Media data using Tableau reporting tool
  16. 16. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) PROD Incidents Analytics : With AI/ML based Solution Quick Fact: One of the recent surveys conducted by PwC indicates ~32% of customers leave a website after an outage INCIDENT RESOLTUION TAT HOT-SPOTS FOR DEVELOPMENT COMPREHENSIVE QA COVERAGE  Lack of automated PROD incidents causal analysis mechanism impacting turn-around time (TAT)  Absence of automated incidents routing  Limited insights from Production to identify hot- spots for comprehensive unit testing  No defined mechanism to derive insights on QA (functional and Non-functional) coverage from Production incidents CURRENT CHALLENGES… PROPOSED SOLUTION… A Machine Learning enabled system which can learn from historical Production incidents and offer insights to Dev/QA/Ops teams :  Automated RCA Analysis of new Incidents – With text analytics and classification algorithms like Random Forest  Application Hot-spots – Risk vs. Priority matrix showing incident prone app modules  Test Prioritization – Based on Production incidents Bridging the gap between Dev-QA-Ops and enabling the journey from “DEFECT DETECTION” to “DEFECT PREVENTION”…
  17. 17. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) TrainingSet Production incident tickets with the following details: • Incident description • Application • Priority • Assignment • RCA etc. Incidents Management System (Ex. Service Now) Step 1: Train the Bot with a set of Historical Production Incidents in Closed Status: Training Repository Machine Learning led Incidents Analytics Bot : A Future Ready Reusable Solution that Learns from the Past PROD Incidents Analytics Bot (Incidents 360⁰) Incidents 360 Degree : Solution Deep-dive Step 2A: Integration With Incident Management System for Automated RCA: Automated Incidents Moderator NewIncidentsLogged Routeto Appropriate Group Invoke ML Engine Predicted RCA and Assignment Group Step 2B: Insights on App Hot-spots and Test Prioritization: Data Cleansing /Formatting Engine IncidentDescription Invoke Text Analytics Involve ML Engine Risk-PriorityHeat-map onAppModules PrioritizedFunctionalTests 1 2 3 4 5 1 2 6 3 4 8 FunctionalTestCases5 7
  18. 18. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) REDEFINING CX STRATEGY : CASE-IN-POINT
  19. 19. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) Holistic CX Assurance with CX.NEXT Framework : Case-In-Point A Leading Canadian Financial Services Company Redesign of Claims Portal and Mobile App 10M+ Existing Policy Holders Scaled Agile based Implementation CHALLENGES Forming QA approach to assure Human centered design Continuous testing need driven by DevOps model Large number of functional flows across 10 user roles Compatibility need across multiple devices/browsers Complex architecture with AEM, SFDC, MDM, Micro-services Production Incidents Analytics using Incidents 360 Client Side Performance & CX testing in Perfecto Crowd Sourced QA for (n-1) Sprints SOLUTIONS 32 Usability, Security, Design Defects reported by Crowd 80% ~12% In-Sprint Automation with NFT feedback on user flows Production incidents Pre-empt in ST/SIT cycles Redefined Customer Experience in Claims Processing : NPS Score of the portal improved by +40 Pts, Mobile App rating 4.0
  20. 20. #ATAGTR2019 As a author of this presentation I/we own the copyright and confirm the originality of the content. I/we allow Agile testing alliance to use the content for social media marketing, publishing it on ATA Blog or ATA social medial channels(Provided due credit is given to me/us) THANK YOU

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