How companies of any size can win the development battle

    By Amy Montague, Monday 22 April 2019

    The product race is well and truly on. Companies constantly release new tech quickly to become distinguished market influencers and beat out their competitors. Behind the scenes, developers work against the clock to make new products functional - but does your product need to do more than just work?

    Test-driven and Behaviour-driven Development

    Throughout the production process, behaviour-driven development (BDD) reigns supreme as customer focused or user-experience (UX) centred construction simulates real-user journeys through testing. This increases the overall experiences users have with your product, positively impacting revenue. Big brands often enforce BDD as a basic production methodology due to its exceedingly positive results. However, its cost and time-intensive nature means that BDD is not everyone’s first choice.

    For smaller companies with more limited resources, test-driven development (TDD) is the golden ticket. TDD focuses on an in-house development approach, which limits extensive testing but is quicker and more cost-effective. After all, as a brand you just want your new product to be out there and working, right?

    Successful products are experiences

    Brands such as Nike, Apple and Amazon are all listed in the top 10 most trusted brands and most valuable brands of 2018 - this isn’t by accident. When you think of next day delivery you think Amazon; when you think of sports shoes you think Nike; when you think Airpods you think Apple, and so on.

    Obviously, branding and marketing play a huge role, but you can’t market a product successfully if it hasn’t been approached from the customer's perspective. Products are more than just items; they are an entire experience. From advertisements to in-store or online purchases, every step the customer takes is part of the product.

    And this is where big brands bring in the big bucks. Producing a top drawer product which follows BDD methods is only half the battle - getting that product into the hands of the customer is the next. Remember, we live in a digital world; the UK high street is dying, and stores have to go digital to survive. For retailers, this means their digital presence must match the quality of their product. Introducing the BDD method in the construction of the product is all well and good, but if you leave it behind and forget about the customer when providing an online experience, it's about as much use as a chocolate teapot.

    Tailoring is key

    If you were to visit a Chanel store, for example, you'd expect a catered experience which matches the brand's quality. Maybe a complimentary espresso while you browse, or a personal shopper available at your request. Instead, if you are met by a customer assistant who ignores your requests or prevents you from purchasing, then the sale is lost and you'll probably take your custom to Gucci instead.

    No matter how good the product is, if the purchasing/browsing experience lacks, then your revenue is reduced - the same goes for online. Using the BDD mindset for your digital store means the customer journey is considered and you are approaching the sale like a customer.

    Nike, Apple and Amazon all produce top quality products which deliver a customer-focused UX, and this is where revenue booms. But you don't need to be a big brand to introduce BDD. You don't even need an internal testing team - outsourced testing is the answer to your prayers. Not only is it cheaper, faster and more thorough, but it also guarantees results through customisable testing.

    Amy Montague

    Amy Montague

    As one of the Marketing Executives for Digivante, Amy provides and reviews most of the copy and visual content for Digivante. Amy has a natural flair for the creative and introduces aspect into her marketing role.

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