use sentiment and feedback to build better apps with ibm mobile quality assurance
TRANSCRIPT
© 2015 IBM Corporation
User sentiment and feedback to build better apps, using
IBM Mobile Quality Assurance
Derek Baron, Program DirectorIBM MobileFirst Contextual Services
© 2015 IBM Corporation2
A bad app is bad for work and business
Bad mobile app experiences by consumers:
50percent
of consumers would uninstall
your app - immediately
57percent
of employees have to duplicate a given action
65percent
of consumers would not
purchase products from your company
Bad mobile app experiences at work:
54percent
of those involved in developing apps
say it makes business
processes more difficult
© 2015 IBM Corporation3
Mobile is changing our view of software quality
+ Quality is no longer just about bugs in the code
+ App store reviews and ratings create user perceived quality
Bug counts are no longer an effective measure of mobile app quality
Move testing beyond the traditional test lab
Focus on reducing time to feedback
© 2015 IBM Corporation4
Mobile app crashes often go undetected causing loss of customers, transactions and purchases
EVERY SECOND of the day, two new comments or ratings are being entered into global app stores, difficult to isolate feedback without bias
Testers typically spend 15-20 minutes PER DEFECT of time-consuming data entry
Businesses outsourcing mobile apps need insight into usability and quality of mobile apps they paid for
QualityAssurance
User feedback delivers true insight of app performance in the real world
and demands a new approach to assess and improve quality
© 2015 IBM Corporation5
5
Tester End UsersDeveloperLOB/Digital Marketer
“When someone leaves a negative review in the app store, it scars your app for life, you can’t respond to it, and you can’t learn more about the problem in order to fix it quickly.”
- Mobile Orchard
• How effective our mobile app is at engaging customers?
• How can I proactively listen to user feedback, analyze user sentiments and turn them into an actionable strategy?
• How can I get early quality feedback?
• How can I tell if the apps will work with different devices, network carriers, and OS versions?
• How can I get visibility to issues that customers experience in production?
• How can I get the latest and greatest build without wasting my time to track that down?
• How can I quickly submit bug reports with screenshots and device details right from the application?
• How can I provide direct and constructive feedback?
• When will the issues that I have with the app be resolved?
Concerns that make mobile app quality different
© 2015 IBM Corporation6
Tester End UsersDeveloper
Over the air build distribution 1 In app bug reporting 2
Crash log reporting
4
In app user feedback 3
LOB/Digital Marketer
User Sentiment5
Builds
User Feedback Crash logs
BugsBugs vs. Crashes
Are best addressed through continuous feedback
© 2015 IBM Corporation7
Evidence-based prioritization – enable business and IT to collaborate on mobile strategy and user experience
Over the air app distribution – get the latest in the hands of testers as soon as it is available
Frictionless bug reporting – spend every minute on testing latest and greatest builds, not the hassles
In-app crash reporting – rapid understanding of why an app fails
User feedback and sentiment analysis – Get feedback about your app straight from users, and mine app store ratings and reviews to extract actionable insights
Move beyond the test lab and integrate end user feedback and quality metrics at every stage of development.
QualityAssurance
Mobile app quality across a fragmented environment
IBM MobileFirst Quality Assurance / IBM Mobile Quality Assurance for Bluemix
© 2015 IBM Corporation8
IBM MobileFirst PlatformBuild, integrate, and manage apps at scale
New or Existing App
APIs
Software or As-a-ServiceOn premises Cloud
Systems of Record Systems of Insight Cloud Services
Contextualize & PersonalizeSecure
Continuously Improve
Enrich With Data
Native HTML5Hybrid3rd party tools
IBM MobileFirst Platform Modular Services
© 2015 IBM Corporation9
Mobile users are demanding. If my app is not delivering a great experience I need to know
The IBM MobileFirst Platform helps IT collect user feedback and analyze app store ratings, resulting in reduced app development cycles from 6 to 2 weeks. Achieved highest in Customer Satisfaction Among the Midsize Retail Banks in J.D. Power’s Canadian Retail Banking Customer Satisfaction Study.
Tangerine Bank
100% online banking Customers can execute any banking transactions securely while on the goCustomers can provide
feedback – on services offered and app experience
Customer feedback incorporated back into the app quickly
5 Star App Rating
© 2015 IBM Corporation10
DevOps for mobile: continuous delivery for appsbacked by cloud services for each stage of the lifecycle
DeveloperChecks in code
Mobile build service
Manual mobile testing services
Post-release mobile services
Daily
Hourly
Release
Weekly
Automated mobile testing services
Mobile device farm
Powered by DevOps
© 2015 IBM Corporation11
Over the air distribution
Deliver new builds directly to testers+Developers upload builds and choose recipients (testers)
+Testers get notified by MQA then download builds “in app” or from web dashboard
Dev
Owner
User
Test
Builds
Enables developers to distribute new builds to testers
© 2015 IBM Corporation12
In-app pre-production feedback
Deliver feedback from test to development
+Testers send bug reports from “in app”+Apps report their own crashes, and send logs+Developers diagnose and fix context rich bugs / crashes+Owners prioritize and direct resolution of bugs / crashes
Dev
Owner
User
Test
Cra
shes
Bug
repo
rts
Logg
ing
Enables testers to submit bug reports directly from their phone
© 2015 IBM Corporation13
DeveloperChecks in code
Mobile build service
Manual mobile testing services
Post-release mobile services
Daily
Hourly
Release
Weekly
Automated mobile testing services
Mobile device farm
Powered by DevOps
DevOps for mobile: continuous delivery for appsbacked by cloud services for each stage of the lifecycle
© 2015 IBM Corporation14
In-app production feedback
Deliver feedback from users to development
+Users send feedback “in app”+Apps report their own crashes, and send logs+Owners assess feedback and direct development+Developers diagnose and fix crashes
Dev
Owner
User
Test
CrashesFeedback reports
Logging
Enables developers to connect with users
© 2015 IBM Corporation15
App store production feedback
Analyze app store reviews and ratings to derive sentiment+ Users rate and review apps on app
stores+ Owners assess sentiment feedback and
direct development+ Developers review sentiment feedback
and improve apps
Dev
Owner
User
Test
App store sentiment
Enables line of business to mine user sentiment
© 2015 IBM Corporation16
On-Premise or SaaS: The choice is yours
IBM MobileFirst Platform
IBM Bluemix
Mobile Quality Assurance
SaaS
On-PremiseQualityAssurance
MobileFirst Quality Assurance
© 2015 IBM Corporation18
So why IBM?
Features IBM MQA Txxx(free) Bxxx Hxxx Cxxx Jxxx(free)Sentiment Analysis ✔In-app bug reporting ✔Over-the-air build distribution ✔ ✔ ✔ ✔Real-time crash reporting ✔ ✔ ✔ ✔ ✔ ✔in-app user feedback ✔ ✔ ✔ ✔ ✔Fix notification ✔ ✔ ✔Analytics ✔ ✔ ✔ ✔ ✔iOS (inc. Symbolication) ✔ ✔ ✔ ✔ ✔ ✔Android ✔ ✔ ✔ ✔Windows Phone ✔ ✔ betaHTML5 WL ✔ beta
ALM Integration
IBM DevOpsCLM
GitHub Jira GitHubJenkins
Shenzen Jira
IBM offers user sentiment analysis that turns users reviews into actionable insight. And it supports in-house testing and beta testing with in-app bug reporting that cuts hours down to minutes to find bugs. This helps significantly to decrease time to feedback and time to diagnose/correct the problems –enabling customers to deliver a higher quality mobile experience faster!
© 2015 IBM Corporation19
1 Discover IBM’s Mobile Quality Point of View: ibm.biz/mobilequalitypov
Learn more: ibm.com/mobilefirst
23
Ways to get started with IBM MobileFirst
Try IBM MobileFirst Quality Assurance: ibm.biz/MobileFirstQualityAssuranceTrial
© 2015 IBM Corporation21
Benefits: • Further differentiate their market leading
position in mobile banking• Reduce end-to-end development time from
6 to 2 weeks• Stand up an operational hardware and
software stack in 30 minutes
“IBM Mobile Quality Assurance for Bluemix allows Tangerine to provide a proactive customer experience that is relevant and contextual. A ‘shake to feedback’ feature is embedded in our mobile app, allowing customers to provide direct feedback about our mobile features and giving us insight into their mobile experience. We will continue to leverage IBM Bluemix and Watson to further engage our customers and deliver innovative mobile solutions based on their direct input.”
Charaka Kithulegoda, CIO, Tangerine
Tangerine Bank embraces “MobileFirst in a box” solution featuring IBM Mobile Quality Assurance for Bluemix
Solution components: IBM DevOps for Bluemix (Mobile Quality Assurance)IBM MobileFirst Platform with IBM API management with DP XG45 (security gateway), IBM Tealeaf, IBM PureApplication System
Key accomplishments:• Deploy and run mobile applications
based on customer insights• Proactively monitors site and mobile
processes to resolve usage issues faster• Speeds response times to feedback to
increase customer satisfaction
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