How do companies use analytics to bring high quality, successful products to market quickly? Today, businesses are able to make informed decisions that transform their future through insights generated by data. No matter what type of data is captured, successful leaders will need to produce and properly analyze large volumes of disparate data and draw conclusions based on the resulting facts.
Let’s consider the influence of analytics in improving customer experience, increasing efficiency, optimizing cost and reducing waste in Mobile Quality Assurance (QA).
At a high level, there are two circles of impact:
- Circle of optimization
- Circle of influence
Analytics circle of optimization
Analytical decisions that help reduce the cost of ownership and bring efficiency in Mobile QA processes compose the Circle of Optimization. Classifying target devices for testing and predicting defects based on mobile-specific metrics can influence the overall QA spent, while ensuring adequate testing.
Analytics makes testing decisions smarter and more resource-efficient by removing the redundancies in testing. For instance, by carefully analyzing the server report (like Omniture or Google Analytics), the target devices and OS versions closely aligned with the real-world users can be identified. Based on the percentage of users for each unique combination, the target devices for QA could be grouped under primary and secondary, and the test strategy could be defined based on the same.
Further, defect-related data from the past can be analyzed to prepare trends, which can provide insights into the performance of the app on different platforms and devices. Having the ability to predict defects could help in testing and overall project planning. This could help development teams organize their development to prevent defects from occurring, and help testing teams plan defect identification and verify fixes in a more effective manner. Also, based on the defect distribution and uniqueness of a defect to a platform or a form factor, it can also help make an analytic decision in refining the target devices for testing and ensure timely delivery without compromising on quality.
Analytics circle of influence
An analytical decision that helps in influencing the customer experience by improving the overall brand quality and adoption comprises the Circle of Influence. It focuses on two core levers – social listening and user journey.
Social media management tools are designed to monitor and analyze interactions by keeping a tab on brand mentions, correlating multiple postings, and performance of marketing campaigns. These social listening tools provide user sentiment analysis, competitor analysis, usability analysis, and other benefits. From a QA perspective, these tools act as a direct feedback mechanism. They are akin to “straight from the horse’s mouth” and can potentially expose quality-related aspects of the app that the QA team may have failed to uncover or anticipate. Social media analysis not only helps with information on defects experienced by users, it can be directly incorporated into the QA cycle and provide a great deal of useful information.
While social listening helps to gather user feedback directly, user journey data helps organizations understand the interaction between users and their mobile apps and portals. This data and metrics can be put to effective use in sharpening the focus of Mobile QA. For instance, the navigation paths can help classify test cases into categories based on criticality, and help build the regression suite for the application rather than defining the suite based on development user stories or requirements.
The navigation path details can also influence user experience. For instance, if 25% of the user community is traversing the same journey in say, 10 steps, then QA teams could recommend changes to ensure the same task is completed in less clicks, thereby improving the customer experience.
As companies compete to expand their customer base, a paradigm shift from instinct-driven business approach to one that is insight-driven is imminent. Analytics can help businesses make that switch by inferring actionable conclusions from large quantities of data.
In terms of QA for portal and mobile apps, analytics can optimize every aspect of the process. The insights generated can bring intelligent quality into quality assurance, one that “senses” the needs of the end user while keeping in mind the business objectives.
Here is another blog on analytics that will showcase why it’s a game changer!