Presentation I gave at the first QA Summit for Digital Healthcare Marketing in Chicago on October 24th 2013. Attendees included marketing directors, QA professionals, and digital directors from leading healthcare companies and advertising agencies. Its purpose was to establish the first QA Best Practices document designed specifically for healthcare marketing. The goal of this presentation was to show why mobile should be a priority when designing internet applications.

1. The Shift to Mobile

2. The Shift to Mobile.
• Shachar Schiff
• Founded BAD TESTING®, which offers advanced and versatile
services in software quality assurance, testing, and configuration
management to ensure effective and on time product releases.
• Based locally out of 1871, a co-working center for digital startups.
Located in the famed Merchandise Mart, it provides Chicago startups
with affordable workspace and access to mentors, programming,
educational resources, potential investors and a community of likeminded entrepreneurs.
• 15 years’ experience in Quality Assurance leading testing efforts and
helping create high-quality products at companies like America Online
and Leo Burnett.

4. Mobile | Overtakes Desktop

5. Mobile | QA
• Mobile-device testing involves a set of activities from monitoring and
trouble shooting mobile application, content and services on real
handsets.
• Testing includes verification and validation of hardware devices and
software applications.

6. Mobile | Designs
• You need to know about responsive, adaptive, mobile, and native
app design.
• Raises the bottom line on site's final cost.
• Review analytics data.
• Know what device your audience is on.
• Important to look at site traffic and target audience before determining.

7. Mobile | Estimation
• Project estimations for responsive/adaptive websites need to be treated
as separate projects for each Break-point.
• Including development and QA.

8. Mobile | Responsive & Adaptive
Responsive
• "Fluid" layouts shrink and grow based on the browser size.
– Content is sized using percentages, adjusts as the browser size changes.
Adaptive
• Content reconfigured at predetermined "breakpoints".
• Easier to control how content will flow
• 1,2,3 site redesign increases costs, time.

9. Mobile | Responsive

10. Mobile | Adaptive

11. Mobile | Specific & Native App
Mobile-specific
• Mobile-specific site separates your site's desktop experience from the
mobile experience.
• Desktop URL on mobile redirects to separate URL (m.yourdomain.com)
Native App
• Device-specific features (GPS, camera, accelerometer, NFC)
• Difficult topic due to development costs
• iOS is different than Android:
• Alienates 50% of potential users
• 2x costs to develop (iOS, Android)

12. Mobile | Desktop Ownership Decreasing

13. Mobile | Pew Internet Project Highlights
As of May 2013:
• 91% of American adults have a cell phone
• 56% of American adults have a smartphone
• 28% of cell owners own an Android; 25% own an iPhone; 4% own a
Blackberry
As of September 2013:
• 24% of Americans ages 16 and older own an e-reader
• 35% of Americans ages 16 and older own a tablet computer

14. Mobile | Device Shipments

15. Mobile | Device Shipment Highlights
• Today feature phones (non smartphones) outsell smartphones; and
PCs and portable PCs (notebooks/laptops) both outsell tablets.
• In the future that is expected to change.
• Both analysts predict that marginally more smartphones will be sold in
2013 than feature phones.

16. Mobile | Desktop Limited to Working Hours

17. Mobile | Mobile Web Statistics
• 61% of people have a better opinion of brands when they offer a good
mobile experience.
• 25.85% of all emails are opened on mobile phones, and 10.16% are
opened on tablets.
• Almost half a billion tablets will ship in 2013 and 2014 alone.
• Mobile-based searches make up one quarter of all searches.

18. Mobile | Summary
• The reason shift left is so important to mobile is because customers and
employees are making the mobile mind shift.
• They expect that any information or service they desire be available to
them on any device, in context, at their moment of need.
• To keep a coherent and consistent experience across devices you can
leverage Adaptive and Responsive Design patterns.
• Quality Assurance needs to account for device, platform, user, location,
and carrier when developing mobile testing.