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StarDust @SHAKE 2014

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Animation par StarDust de l'atelier : "Recette utilisateur : Optimiser le parcours de visite"
Le 24 juin 2014, à Marseille, pour la Conférence Internationale du E-commerce SHAKE

Published in: Technology
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StarDust @SHAKE 2014

  1. 1. #SHAKE14 : Atelier Growth Hacking Recette utilisateur : Optimiser le parcours de visite24 Juin 2014
  2. 2. RECETTE UTILISATEUR : Optimiser le parcours de visite Shake your [e-commerce] – 24 juin 2014 Marseille – Palais du Pharo
  3. 3. DE QUOI ALLONS-NOUS PARLER AUJOURD’HUI ?  Les enjeux du test  La recette utilisateur  Cas d’étude n°1 : l’email  Cas d’étude n°2 : le site web en Responsive Web Design (RWD)  Nos conseils  Qui sommes-nous ?
  4. 4. MULTIPLICITÉ, DIVERSITÉ, ÉVOLUTION permanente des terminaux et des OS LES ENJEUX DU TEST PROBLÈMES récurrents FREEZE LAG CRASH 70% des mobinautes suppriment immédiatement une application jugée instable Jusqu’à 10% DU CA sécurisé
  5. 5. QU’EST-CE QU’UNE RECETTE UTILISATEUR ?  ≠ recette usine (s’exécute en amont : tests unitaires, de validation et d’intégration)  Tests d’acceptation : Vérifier que le produit est conforme aux spécifications du client.  Objectif : identifier les bugs ou anomalies c’est-à-dire tout écart fonctionnel ou technique entre la spécification et le résultat observé.  La recette utilisateur comprend :  Une recette technique (tests de performance, connexion, mémoire, etc.)  Une recette fonctionnelle (pour valider les fonctionnalités du produit, détaillées dans les spécifications fonctionnelles du client)  Tests scénarisés  Tests exploratoires  Tests de maintenance / régression
  6. 6. CAS D’ETUDE N°1 : L’EMAIL QUELQUES CHIFFRES :  On estime à un peu plus de 400 le nombre d’emails commerciaux reçus par un utilisateur chaque mois. (Return Path)  Près d’1 e-mail envoyé sur 2 est ouvert sur smartphone ou tablette dans le monde. (Litmus)  70% des utilisateurs de smartphones suppriment directement les e-mails qui n’offrent pas une lecture adaptée à leur support ; 16% se désabonnent directement. (Acxiom)  Motifs de désabonnement à une newsletter : - Trop d’emails (54%) - Messages non adaptés (51%) - Contenu trop similaire (41%) (SNCD)
  7. 7. CAS D’ETUDE N°2 : LE SITE WEB EN RWD
  8. 8. DANS LE DETAIL
  9. 9. CE QUE L’ON CHERCHE A EVITER
  10. 10. CE QUE L’ON CHERCHE A EVITER
  11. 11. LA REALITE
  12. 12. LA REALITE
  13. 13. CAS DE TEST RESPONSIVE? RESOLUTIONS BREAKPOINTS ACTIONS COMPORTEMENTS BLOCS DE CONTENU IMAGES RESEAUX NAVIGATION COMPOSANTS EXTERNES Portrait Paysage FCT PLATEFORMES
  14. 14. SELECTION DES CONFIGURATIONS? BREAKPOINTS RESOLUTIONS STATISTIQUES VENTES TRAFIC NAVIGATEURS SUPPORTES USAGES CIBLES MKT
  15. 15. NOS CONSEILS Impliquer les équipes de test au plus tôt Au cas où ils aient de bonnes idées Typer les cas de tests Pour connaître les forces et faiblesses du service Scénariser les tests On ne peut pas toujours tout tester S’assurer de la stabilité des environnements de test C’est bête (et cher) de perdre du temps ! Définir un formalisme clair et explicite On se comprend ? Mettre en place des outils de gestion des anomalies (plan de test, bug tracker, …) Sinon, c’est l’anarchie ! Planifier les tests sur plusieurs jours avec 1 seul testeur sur la première journée puis une montée en puissance Ça évite encore de perdre du temps, et c’est de l’argent ! Ne pas sous-estimer la charge de project management Tout est une question d’organisation ! Prévoir les scénarios de régression (montées de versions, nouveaux terminaux, …) Pour assurer la maintenance de son service.
  16. 16. StarDust est une société franco-canadienne spécialisée dans la validation de sites internet et applications mobiles. Nous offrons à nos clients des services de tests de leurs solutions digitales permettant de réduire les risques, améliorer les performances et promouvoir un développement pérenne de leurs projets. NOTRE ACTIVITÉ MÉTIER CHASSEUR DE BUGS
  17. 17. CARTE D’IDENTITÉ STARDUST tests effectués 25 000 bugs remontés 150 plans de test écrits 650 000 160 projets PRODUCTION 2013 1 nouvel écran acheté/jour 1800 écrans 132 versions d’OS différentes 71 résolutions différentes professionnels du test 25 PRO- JETS Exp. moyenne par testeur 100% < 10% Turn over annuel Geeks100% LABORATOIRE ÉQUIPE DE TEST ans d’ancienneté 120% Croissance 2013 Fidélité Client 90% 3 150 clients LA SOCIÉTÉ
  18. 18. RÉFÉRENCES  ACCOR SA  AD4SCREEN  ADL PARTNERS  AEDIAN  AFNIC  AIRWEB  AXA  BACKELITE  BEEAD  BEEZIK  BNP PARIBAS  BOUYGUES TELECOM  CANALPLUS OVERSEAS  CAISSE D’EPARGNE  CITADIUM  CITROEN  CREDIT AGRICOLE  DIGITICK  e-TF1  EKINO  GFI  HSBC FRANCE  ISOBAR  KEYNOTE  L’EQUIPE  LA FRANCAISE DES JEUX  LA REDOUTE  LAST MINUTE  LE FIGARO  LE POINT.FR  LECLERC DRIVE  LEGRAND  LEKIOSQUE  LEROY MERLIN  LOGITECH  MAIF  MAZARINE DIGITAL  NESPRESSO  NETSIZE  NOVEDIA AGENCY  ORANGE LAB  PAGES JAUNES  PARKEON  PETIT BATEAU  PMU  PRINTEMPS  RADIO FRANCE  RTL  SANOFI  SOCIETE GENERALE  SOFIALYS  UBISOFT  USERADGENTS  VENTE PRIVEE  VIADEO  VIAMICHELIN  VISUA MOBILE  VOYAGE PRIVÉ  VOYAGES SNCF.COM
  19. 19. EN CONCLUSION “On se souvient de la qualité bien plus longtemps que du prix” 
 Guccio Gucci
  20. 20. François Joseph VIALLON Président francois.viallon@stardust-testing.com 06 37 74 29 36 Skype : fviallon

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