Testing for complex user Journeys : A Unified testing approach

Evolution of User Interactions

With the proliferation of technology, customer journeys have become quite complex spanning multiple channels such as mobile apps, websites, and physical stores. Customers now have the flexibility to engage with businesses through various touch points, each offering unique experiences and opportunities for interaction. This diversity of channels has heightened customer expectations for seamless transitions between platforms, personalised experiences, and instant gratification.?

Consequently, businesses have navigated this intricate landscape by implementing omni-channel strategies that unify the customer experience across all channels, ensuring consistency, accessibility, and relevance at every step of the journey. However, we see a new approach brewing in today’s Digital Era.?

Moving Beyond omni-channel

Enterprises are moving towards a new approach of Integrated channels to ensure a seamless customer experience. Following exhibit details out an example from banking industry (Source: mckinsey article )

The evolution of integrated channels in the customer journey has seen mobile apps becoming a central point. In this approach , Mobile App acts as orchestrator of the customer journey.?Essentially, customer starts any interaction on the Mobile App first and app seamlessly allows the customer to switch across other touch points without losing any context.

How does it impact Testing ?

With the increasing complexity of integrated channel approaches, testing strategies need to evolve to ensure a seamless experience across multiple platforms. Here are points to consider building your strategy :

• Cross-Platform Testing: Traditional testing methods are focused on individual platforms in isolation. However, with the rise of integrated channels, there's a growing need for cross-platform testing. This involves testing the functionality and user experience across various platforms simultaneously, such as mobile apps, web platforms, and physical branches.
• Multi-platform Integration Testing: As consumers switch between different channels seamlessly, it's essential to ensure that the experience remains consistent across all platforms. Testing strategies now include multi-platform compatibility testing to identify and address any discrepancies or issues that may arise when transitioning between platforms.
• User Journey Testing: Integrated channel approaches require testing the entire user journey across multiple touchpoints. This involves simulating real-world scenarios where users interact with the business through various channels, from initial engagement on the mobile app to completing transactions on the web platform or in-person at physical branches. User journey testing helps identify potential friction points and ensures a smooth transition between channels.
• Device and Platform Diversity: With a wide range of devices and operating systems in use, testing strategies now emphasize device and platform diversity. This involves testing applications and websites on different devices (e.g., smartphones, tablets, desktops) and across various operating systems (e.g., iOS, Android, Windows) to ensure compatibility and optimal performance across the board.
• Automation and Continuous Testing: To keep pace with the dynamic nature of integrated channels, testing strategies have adopted automation and continuous testing practices. Automated testing tools and frameworks help streamline testing across multiple platforms and enable continuous feedback loops to address issues promptly as they arise.

Summary:

Overall, the evolution of testing strategies to handle integrated channel approaches emphasises the need for comprehensive, cross-platform testing that ensures a seamless and consistent experience for users across all channels. Multi-platform tests play a critical role in achieving this goal by addressing the complexities of integrated channels and ensuring optimal performance across various platforms and devices.

This is where a Unified App test suite can be the real wind in your sails as App and QA leaders. We at have solved above challenges in a unique way at Pcloudy. Come and explore what we have done at PCloudy.