Pradeep
Okay so great you know so that gives us a very interesting perspective and now that we understand how an organization can become resilient you
Pradeep
Know by not only working on its enablers and the structures we also can look at the emerging technologies like ai and machine learning the
Pradeep
Next question that comes to my mind is you know what would be the impact on the customer experience and then how does the customer
Pradeep
See all these efforts that we do from a quality engineering perspective and what do we need to do from a quality engineering perspective to
Pradeep
Enable the customer really experience it in the correct way so to present his views on this particular aspect you know we have uh avinash
Pradeep
Tiwari you know who is the founder of smart testing solutions and also the co-founder for Pcloudy uh for those of you who do
Pradeep
Not know Pcloudy has been an avid supporter of the stc and in propagating the message of the right practice for testing especially on
Pradeep
The mobile and cloud platforms and avinash is a great speaker and a practitioner a very hands-on person i've always enjoyed his conversations on the
Pradeep
Testing space he is also an iit bhu alumni and also an mit grad in the egp program
Pradeep
So now over to avinash to present his views on how do we transform the function of testing to influence the customer experience over to
Pradeep
You avinash you're on mute we can't hear you again
Avinash Tiwari
Yes can you hear me now absolutely clearly yeah okay great uh great to see you pradeep though virtually
Avinash Tiwari
And uh hope you can see my screen as well
Avinash Tiwari
Can you see the presentation as well uh not get a gift can
Avinash Tiwari
You no we don't see the presentation yet [Music] the share screen at the bottom yeah yes i have already done that
Avinash Tiwari
And enter the presentation mode yeah can you see it now
Avinash Tiwari
She's saying see them now okay but i can't see the screen
Avinash Tiwari
Yeah we're good okay now you just have to click on the presentation yeah okay that's great that's great uh so thanks to the for
Avinash Tiwari
The introduction and good morning to uh everyone who is participating in the sdc conference uh we have a very special relationship with uh qaa
Avinash Tiwari
And sdc and i'm extremely uh glad to be back on this stage um though as uh i think i heard the talk and even
Avinash Tiwari
I am missing the physical interaction uh for a conference like stc uh where we used to meet so many thought leadership thought leaders and
Avinash Tiwari
Get to interact and hear stories and share our views uh in person
Avinash Tiwari
But i think we have also learned to uh get the most out of any situation that presents to us um so thanks to deepan
Avinash Tiwari
Team for organizing this virtually at a much bigger scale and i am i'm sure that everyone is getting an enriched experience in this virtual
Avinash Tiwari
Conference as well so we live in a completely new world
Avinash Tiwari
We are seeing everything virtual this conference has been digitized um and coming our way virtually and it's happening uh all around us and this
Avinash Tiwari
New experience or this new digitization and digitalization which is happening around us has put the focus on consumer experience like never before it has
Avinash Tiwari
Been an important aspect from quite some time but no organization can think of postponing it in the current situation that we are in
Avinash Tiwari
And so is the case for the testing community we have spoken a lot about different kind of testings like functional non-functional but the focus
Avinash Tiwari
On the consumer experience testing has to be at the forefront when we are planning any strategy so i am going to share my view
Avinash Tiwari
Over next 25-30 minutes through some stories let's hope you enjoy the journey with me
Avinash Tiwari
But before we do that a quick word about uh who we are about us some of you might already be aware of some of
Avinash Tiwari
You who are not aware uh so Pcloudy is a co is a continuous testing platform which helps you increase the speed of your
Avinash Tiwari
App testing and we do it with uh a very strong layer of infrastructure where we have device browser combinations available on cloud more than
Avinash Tiwari
5000 plus combinations are available and on top of it we have built layers of solutions which helps any organization
Avinash Tiwari
Become part of the continuous testing journey and these solutions layer are like rapid automation so you can create automation scripts very very quickly within
Avinash Tiwari
Your sprints you can execute the automation scripts at a at a scale uh which you can't do it in a physical kind of lab
Avinash Tiwari
So you can run on 50 100 device combinations very easily with single clicks we have solution layers like test analytics and devops again with
Avinash Tiwari
The view that you focus on your testing and the platform enables continuous testing for you across the life cycle
Avinash Tiwari
We have been uh in this journey from last five years we have more than 170 k plus users from across the globe 500 plus
Avinash Tiwari
Companies are relying on us for their daily testing needs beat app and web 20 plus fortune 500 customers have trusted on us and we
Avinash Tiwari
Have been covered by many analysts from gartner and we are one of the highest performing platform on independent review platforms like g2 crowd some
Avinash Tiwari
Customer names to uh mention here as you can see from the slide
Avinash Tiwari
We have customers from different industries different sizes we pretty much covered the complete breadth of the industry spectrum and the size spectrum of the
Avinash Tiwari
Customers so without delaying further there's no better way to start with
Avinash Tiwari
Steve jobs quoting what customer experience means and you will not find a better proponent of customer experience than steve jobs
Avinash Tiwari
We all know the products that he created and one of the key uh way of uh his thinking was to put the customer experience
Avinash Tiwari
First and work backward to create technology not the other way around i mean you can go and see his interviews over youtube and in
Avinash Tiwari
One of the talks he clearly says that it doesn't matter how good the tech is you can't go and sell it to the customer
Avinash Tiwari
Until unless you know what customer what customer experience it can provide to the end consumer and that is one of the philosophy that he
Avinash Tiwari
Always followed as far as the customer experience was concerned and any product design or product creation that he did so uh i'm going to
Avinash Tiwari
As i mentioned i'm going to share certain stories around customer experience and to begin with the first story that i want to share is
Avinash Tiwari
Completely from a non-tech world a human story which again is a great example of what customer experience means and how uh within the testing
Avinash Tiwari
Community how we can start thinking about customer experience so to do so uh we'll have to travel to denmark of course virtually i'm sure
Avinash Tiwari
We all are yearning to travel and go places but let's do a virtual tour of denmark through the story
Avinash Tiwari
So uh in denmark uh being a progressive society uh one of the problem areas that they identified they identified was the growing need of
Avinash Tiwari
Senior citizens who were having who were living in government assisted facilities
Avinash Tiwari
And they were alone they were having problem with uh food so government started a program of uh sponsored meals for those kind of senior
Avinash Tiwari
Citizens who were living in uh assisted facilities and uh it was a big number for them close to 125 000 people were living in
Avinash Tiwari
Such assisted facilities and they needed to be provided some meals so government started a kitchen program which they call it kitchen service in in
Avinash Tiwari
And in that service they they started providing the sponsored meals to those senior citizens which was a great initiative but over a period of
Avinash Tiwari
Time they realized that in spite of that initiative close to 60 percent of those senior citizens were still having poor nutrition
Avinash Tiwari
And within that a large number almost 20 percent were actually malnourished and that was a big challenge that they started thinking about solving so
Avinash Tiwari
They they solved the problem of giving the meals but it was still not serving the purpose of uh nutrition within this senior citizen community
Avinash Tiwari
Now what they did was they thought about the problem and then they consulted certain external
Avinash Tiwari
Consultancy organization hatch and bloom in this case and uh an obvious problem statement that they gave to the consultancy firm was go and fix
Avinash Tiwari
The menu that seems to be the problem and if you fix the menu that will fix the nutrition problem
Avinash Tiwari
Now fortunately the consultancy firm decided to broaden the scope of
Avinash Tiwari
This problem and they started looking at what is the root cause of this issue before we even fix the problem
Avinash Tiwari
Now hatch and bloom when they started looking at the root of the problem this they used a tool called journey mapping
Avinash Tiwari
And journey journey mapping is a tool to basically trace the journey of a customer as they experience a product of a service now you
Avinash Tiwari
Can say that we do that we do that all the time when we are designing let's say our within our testing designing functional scenarios
Avinash Tiwari
Uh we we look at the complete flow of how the product works and at what stage how the user is interacting but journey mapping
Avinash Tiwari
Is slightly different and it takes us a step further so when we design workflows and flowcharts to understand how the product works for a
Avinash Tiwari
Customer the focus is mostly on the functional need of the the product or functional uses of the product now what a journey mapping does
Avinash Tiwari
Is it also looks at the emotional need of the consumer and that's where you really understand the unarticulated needs of any consumer
Avinash Tiwari
If you go and ask a customer what the customer wants what they see will be very what they say will be very different than
Avinash Tiwari
What you will perceive if you understand the emotions behind the customer experience the product or the service and that's what they did and to
Avinash Tiwari
To do this exercise the they actually uh started looking at from the very beginning they went to the kitchens where the food was getting
Avinash Tiwari
Prepared they looked at how the food was prepared then they went into the delivery vans uh when they were delivering the the food they
Avinash Tiwari
Sat with the senior citizens and they observed how they are opening the packets how they are setting the tables how they are consuming it
Avinash Tiwari
Uh and once they under i saw this complete journey they realized something very very interesting which was not the problem statement given earlier that
Avinash Tiwari
You fixed the menu what they realized that in denmark society the seniors were really embarrassed to accept government assistance at the first place though
Avinash Tiwari
It was a need but they were very embarrassed to get the government assistance uh the second problem that they identified was loss of control
Avinash Tiwari
Over food choices so every day uh the menu was almost fixed for weekly or monthly basis so there was no motivation for for these
Avinash Tiwari
Senior citizens to even look at what's coming their day and it was very painful for them they were also very alone when they were
Avinash Tiwari
Eating there was no interaction with them from anyone so there was no motivation for them to really consume the full food in a in
Avinash Tiwari
A positive way and at the kitchen side the workers also are very unmotivated and bored to prepare the same meals every day
Avinash Tiwari
Now look at the problem statement that was given and what they experienced once they did this exercise through this journey mapping now same journey
Avinash Tiwari
Mapping tool can be used to really understand any product or service experience through consumers
Avinash Tiwari
Now once they understood that then they were able to come up with a better version of the product which they call it a good
Avinash Tiwari
Kitchen and it's a very famous case study you can go and search on internet and you'll find it now some few changes that they
Avinash Tiwari
Did instead of calling that a kitchen service they remodeled it like a restaurant from which the senior citizens could order the food pre-order the
Avinash Tiwari
Food the cooks were termed as chefs so they were more happy about that they can think about the the meals that they can prepare
Avinash Tiwari
On their own they can do some experimentations and all the vehicles were remodeled like waiters so give that give the senior citizens an experience
Avinash Tiwari
Of the restaurant that someone is there when they are unpacking the food or they are consuming the food etc the the plain description was
Avinash Tiwari
Changed in form of menu so for example you can always say that today there will be a idli instead the whole description could be
Avinash Tiwari
With it's like a pancake with these ingredients completely mentioned in much more detail so so imagine the experience the consumer can have one more
Avinash Tiwari
Small change that they did was to have postcards which the senior citizens can send back to the chefs based on their experiences so they
Avinash Tiwari
Created a connection between the senior citizens and the chefs which motivated both of them now with this change they could see almost 5 500
Avinash Tiwari
Increase in the meal orders in the first week alone and over a period of time they saw a lot of other benefits in terms
Avinash Tiwari
Of improving the nutrition and all now this was a classic case of in understanding the customer experience uh not just from the functional perspective
Avinash Tiwari
But also from the hidden emotional need perspective so functional need was just to deliver the food and it was happening in a perfect way
Avinash Tiwari
But it was not serving the emotional lead and thus uh deteriorating the consumer experience and ultimately the uh product was not being used uh
Avinash Tiwari
Rb or it was serving the purpose for which it was designed
Avinash Tiwari
Now let's look at another story which is more the tech oriented
Avinash Tiwari
This is a story of pizza hut i'm sure we all would feel hungry looking at this picture
Avinash Tiwari
But what was happening was in 2015 uh domino's was uh behind the competition which was pizza hut and pizza hut has been a leading
Avinash Tiwari
Brand uh till till 2017. so in 2015 15 dominoes started looking at uh revamping the complete consumer experience for their customers while they are
Avinash Tiwari
Ordering the the pizza and that analysis led to rise of a platform called domino's anywhere now the main philosophy behind domino and domino's anywhere
Avinash Tiwari
Was to give the ordering experience of the pizza without disturbing the without disturbing the experience any consumer is having in that moment now what
Avinash Tiwari
Does that mean for example let's say you are on a facebook messenger uh chatting with your friend and you feel like ordering a pizza
Avinash Tiwari
Can you do that from that interface itself rather than switching going to a app or a mo or a web application
Avinash Tiwari
You can just quickly send a text message from the same interface and order a visa
Avinash Tiwari
That was a experience that they thought for the customer similarly they they went for something like a zero click
Avinash Tiwari
You just have a button on your phone um and you just click wait for 30 seconds or one minute your pizza will be order
Avinash Tiwari
Automatically you're on smart watch probably doing jogging you can order it then there you are in car you can order your pizza through the
Avinash Tiwari
Audio interface and then they created many other interfaces uh for their customers not to switch from what they are already doing um kitchen button
Avinash Tiwari
Alexa they created a slack application as well for working professionals because most of the organizations are using something like slack so while you're working
Avinash Tiwari
You can order the pizza directly from slack um text emojis just imagine the experience you have when you're ordering and you just need to
Avinash Tiwari
Send a text emoji that's it uh and your pizza is ordered
Avinash Tiwari
Now with this change in their overall strategy and when they revamp themselves like a tech platform they they realize that almost 60 percent of
Avinash Tiwari
Their sale came from through the digital orders and in 2018 domino's finally surpassed pizza hut as the number one research chain and you look
Avinash Tiwari
At this transformation in this transformation what was the forefront of this transformation it was to improve the consumer experience in a way that their
Avinash Tiwari
Customers can really understand the change and and start consuming the service more than their competition
Avinash Tiwari
So this was a clear case of consumer experience led transformation
Avinash Tiwari
And the tech was behind this transformation to enable this
Avinash Tiwari
Now if we try to kind of sum it in terms of definition based on what we just saw through two different stories one was
Avinash Tiwari
Completely non-tech and the second was from the tech side of it our consumer experience is like a holistic perception of a business or a
Avinash Tiwari
Brand based on their experience and interaction right so i would term it slightly differently from what we have what i have experienced and i
Avinash Tiwari
Think it articulates to the two stories that we discussed consumer experience is combination of your combination of functional and unarticulated hidden emotional needs so
Avinash Tiwari
Until unless you experience or understand both you will not be able to design a right consumer experience for for your customers
Avinash Tiwari
And that's very very important from the testing community perspective to really understand we have been very very focused on the functional non-functional and technical
Avinash Tiwari
Aspect of the product or the service but i think we need to go beyond and start looking at how really my consumer experiences the
Avinash Tiwari
Product and service and what are those hidden uh challenges or hidden emotional needs the customers might have which can improve the experience that thought
Avinash Tiwari
Process we need to bring in in the testing world as well and to do that probably you can go and uh learn a little
Avinash Tiwari
Bit of of design thinking and some of the other areas that will give you that those kind of perspectives i talked about some tools
Avinash Tiwari
Like journey mapping you can go and read about that in in independently uh if you want to implement these uh thinking now talking a
Avinash Tiwari
Little bit more about unique aspects uh from the testing perspective
Avinash Tiwari
So we talked about you talked about the journey mapping exercise but before that before you do journey mapping uh some of the important aspects
Avinash Tiwari
Like empathy map user personas become very very important so we talk about the flowchart creation right in in in our traditional way we only
Avinash Tiwari
Look at users and we say that our users are probably let's say student right that could be my user for my product or a
Avinash Tiwari
Tech professional that is what is a definition of user in our current traditional scenario but if you look at if you have to design
Avinash Tiwari
Your customer experience testing strategy you need to go beyond you need to think of the user persona and within persona you really need to
Avinash Tiwari
Know okay how a particular user uh is thinking right what is his motivation what is his personality what are the goals that the the
Avinash Tiwari
User is looking at what are the type of brands that the user is already aware so until we understand that level of detail will
Avinash Tiwari
Not be able to design any consumer experience testing strategy at all and to do that there are tools like user personas empathy maps i
Avinash Tiwari
Am not going into that detail we don't have that much time but i'm just giving you those terms if you can go and probably
Avinash Tiwari
Find out more about these things and start looking at those in much more detail other tools like journey mapping we have been talking about
Avinash Tiwari
In the story itself a great example of journey mapping exercise from the starbucks experience so you look at how they have created it
Avinash Tiwari
In terms of the touch points so first they looked at the various touch points that they want to analyze and their touch point starts
Avinash Tiwari
From a person leaving from office going to the car walking in then within the store how they get into line order pay and then
Avinash Tiwari
How do they exit and after that how what do they feel so until unless we understand those touch points will not be able to
Avinash Tiwari
Design the testing scenarios or what are the the questions that we need to ask from the end consumers so that we understand the behavior
Avinash Tiwari
So so when we look at a tool like journey mapping it gives us the ability to design
Avinash Tiwari
This test scenarios or the journey mapping the journey maps you know in a much more deeper way
Avinash Tiwari
So apart from these tools that we talked about what are the different testing methods that we can apply uh so there are various kind
Avinash Tiwari
Of methods that we can take things like on omni-channel customer journey testing uh moderated on unmoderated consumer experience testing like gorilla eye tracking some
Avinash Tiwari
Of it you might be already doing real life condition testing through crowd there are now tools ai-based tools which can do sentiment analysis so
Avinash Tiwari
If you already have a large consumer base you can use ai tools to do sentiment analysis and the key aspect is to shift from
Avinash Tiwari
Silo testing to multi-experience testing that's one of the key because as i as we experienced
Avinash Tiwari
As we as we discussed multi-experience is what matters i'm sorry
Avinash Tiwari
Okay i think since we are nearing the end of it i'll try to keep it short the rest of the slides
Avinash Tiwari
So what we are also seeing as a trend is since we are looking at creating multi-interface applications uh the the platforms which enables that
Avinash Tiwari
Are become very very popular so what in our tech term we call it multi-experience development platform so
Avinash Tiwari
When you are designing anything you have to think of all the different interfaces that the customer will be using it from it could be
Avinash Tiwari
Touch chat gestures voice so one feature has to be developed across the different interfaces and ms mx dvd platforms gives you those kind of
Avinash Tiwari
Ability to do that and similarly you need to look at the supporting testing infrastructure which can help you enable customer experience transformation testing from
Avinash Tiwari
The testing side as well and at peak cloudy we have been doing it in that way so for example we have given you a
Avinash Tiwari
Complete infrastructure layer on top of it all the solutions which can help you test faster in a multi-experienced way so you can do your
Avinash Tiwari
Touch testing gestures voice of course there are certain part of consumer experience testing that you'll have to do it uh in a much more
Avinash Tiwari
Manual way by doing surveys etc but a lot of testing can happen through the infrastructure like Pcloudy uh so you need to be
Avinash Tiwari
Ready with supporting testing infrastructure as well and lastly i would come back to the same quote that i started with steve jobs
Avinash Tiwari
Now you can also understand the code that he gave later that customers don't know what they want until you show it to them what
Avinash Tiwari
He really meant was that the emotional need of the customer is never very very clear even if you go and ask the customer they
Avinash Tiwari
Will not be able to articulate their emotional needs until unless you really observe and understand and then design your product and service accordingly so
Avinash Tiwari
With that thought i will end my presentation thank you so much for listening patiently
Avinash Tiwari
If there is any questions i'll be happy to take them
Pradeep
Yes there are two questions for you avinash you know very specifically for the Pcloudy platform that they were asking you know first question
Pradeep
Is uh what are the prerequisites for an organization to get started with the Pcloudy platform and what kind of enterprise applications would be
Pradeep
Supported through the Pcloudy platform you know that's their main question
Avinash Tiwari
Yeah so uh i mean at at peak cloudy uh you can get started at any stage of your development that you are in and
Avinash Tiwari
One of the key element that you need to really uh think about is having a right infrastructure uh
Avinash Tiwari
In place in the beginning itself and as part of the Pcloudy journey we also help customers move from uh stage one to stage
Avinash Tiwari
Three uh which we call stage one as beginning where infrastructure like mobile and uh browser lab is used for testing by developers or testers
Avinash Tiwari
In a much more discreet way and stage three is in more continuous way where you have automated scripts running at scale so at any
Avinash Tiwari
Stage that you are in you can start using Pcloudy we recommend using it as early as possible and we help customers move from
Avinash Tiwari
Stage one to stage three and become a company which can use continuous testing very very effectively and in terms of enterprise application as i
Avinash Tiwari
Showed in the slide you can use your app uh web in a much more integrated way we also have come up with certain testing
Pradeep
Around variables so all these can be done in an integrated way on a platform like the cloud perfect perfect and also just for the
Pradeep
Purpose of the audience you know cloudy is also exhibiting in the expo area you know they've also conducted a detailed demo session yesterday you
Pradeep
Know in the afternoon there is a rerun and a record of the whole demonstration for all of you who are keen to see it
Pradeep
You know please do visit the booth we also have suraj from the Pcloudy team within the audience who will also be there to
Pradeep
Interact and discuss uh so i'm sure there are multiple ways in which you can interact with Pcloudy even post the conference and to
Pradeep
Know more and more technical details but i think avinash that's a fantastic you know exposure to us you know in terms of understanding how
Pradeep
Testing needs to realign for making the customer experience much better and i think there is a strong wisdom in what uh mr you know
Pradeep
What what you said and also what steve jobs you know has you know kind of summarized it with you know it reminds me of
Pradeep
An old court right like when i was growing up in the quality world they they used to quote the ford's quotation you know where
Pradeep
They said like if people went and asked for what they would need before there was a car they would have simply said faster horses
Pradeep
You know so how would someone design a car so he he always said that it's the responsibility of us as an industrial company you
Pradeep
Know to create you know something that would make convenience and an ability for them to do more and that's what you need to start
Pradeep
With and then present the idea so it's great you know i think finally someone who talks about customers uh not just internal systems you
Pradeep
Know that's a different perspective for us in the conference and i really appreciate taking time vinash and really supporting us to all the event
Pradeep
As well um and i'm great you know great to have you here you know please do you know attend the rest of the conference
Pradeep
You know look forward to interacting unfortunately we can't give any more gifts right now in other words virtually you know it would be nice
Pradeep
To do a small photo picture and everything you know but yeah that's things which i miss yeah i still have those uh last year
Pradeep
Gifts beautiful very nice very nice okay lovely i hope they have grown up to be a good plants you know and then they are
Pradeep
Continuing to grow our bit to the planet right you know that's the idea
Avinash Tiwari
Thank you so much and uh thanks everyone for listening uh patiently hope you would have uh enjoyed the journey and uh yeah let's hope
Avinash Tiwari
We meet uh next year and uh interact more interactively uh face to face yeah probably we all should take the vaccine early and then
Avinash Tiwari
Travel to all the other locations because we get the discounts now right you know that's what i was telling my friends the best thing
Avinash Tiwari
Now is just take the vaccine and then go to all the exotic locations at the lowest price possible before next pandemic yeah yeah before
Avinash Tiwari
The before the next pandemic or before the vaccine runs out you know we don't know
Avinash Tiwari
Uh happy to answer any more questions that comes along uh you can reach me directly uh on my linkedin or on my email id
Pradeep
Thank you so much we're also going to post these questions on the linkedin group avinash so i will coordinate with suraj and malik arjun
Pradeep
To ensure that like another discussion continues on what we have started here today okay thank you that's great okay thank you
Pradeep
Okay you know so that's the end of the segment one for day two you know what we would do now is you know we
Pradeep
Would take a 10 minute break you know the time in my clock is currently 10 50 a.m india time uh we would take a
Pradeep
10 minute break you know i'm sure you're missing your key coffee biscuits uh but but then i'm sure you're also equipped to have it
Pradeep
At your own level your own perfect chai and coffee and please do grab them visit the booths you know interact with the sponsors uh
Pradeep
Network with your friends you know who are out there uh and and there are almost like 393 people you know in the networking area
Pradeep
You know so please go ahead meet people from the industry
Pradeep
And we will see you back in different tracks so when we come back from the break you know we will be in different tracks
Pradeep
As always i'll be posting the messages as and when the tracks become live we will be starting it by 11 5 india time all
Pradeep
The best and and look forward to seeing you in the seminar halls and individual tracks
Pradeep
Thank you
