Location Intelligence On The Rise: Three Use Cases to Optimize Your UX

  • Posted by admin on March 26, 2018

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In the age of Digital, there is still enough room for the physical.

It is clear that enterprises wish to bring the digital user experience into the branch or office. Today, the mobile and digital banking experience is already part of our visit to the branch. Banks are digitizing the customer experience in the branch by placing tablets, reducing the paperwork and therefore, also the time we are spending there (we all like an instant experience, right?). The need to ensure a perfect experience in this competitive reality is receiving prime location. In my journey to help digital enterprises with perfecting their user experience, I see a growing need from not only bankers and insurance agents that are now more dependent on their tablets but also from pilots, aircraft technicians and others who work in the field. They are using internal apps and services but with the criticality of these services, it does not leave room for mistakes or glitches.

Marketing forces have recently introduced a new model that combined the Digital & Physical aspects of targeted exposure: Cost-Per-Visit. This new business metric aiming to encourage in-store consumption of services/goods and for brands to pay publishers for ads only when a customer is being exposed to it while visiting a specific location. In other words, using the CPV model not only helps brands increase foot traffic and boost sales, but also helps foster a more trusting relationship between brands, agencies and vendors.

So now that it’s clear that digital enterprises that have physical branches are placing greater emphasis on location intelligence, the question is how do you ensure quality on all different locations?

Proximity advertising is a good example, but how about or more basic one: searching the right branch? Does your service have the right ingredients to allow location based search (e.g. find the close branches to my current location, etc.)? Let’s assume the answer is yes – how would you test that nationwide assuming you’re representing a bank with branches nationwide? Covering such use case, would be a trivial part of a standard daily/weekly regression cycle, right? The answer in most cases would be the ability to inject the location intelligence as part of the automation suite. I often encounter trivial use cases while working with Digital Enterprises to optimize their UX:

  1. Localization testing:
    1. Challenge: How do I test the level of service nationwide?
    2. Solution: Implementing sustainable automation process that includes:
      1. A Job triggered through CI (Jenkins) couple of times per day.
      2. Job runs a build of Parallel test executions using TestNG FW with 8 devices: 4 android & 4 iOS devices.
  • Environment conditions of the test includes emulation of 30 different locations where the service is being evaluated.
  1. Build include 4 basic cases:
    1. Initiate a Voice call
    2. Send & receive a text message
    3. Run a speedtest of the network up&down metrics
    4. Open a Youtube page and play a video

This is a real example where a customer is continuously testing the availability of services in critical locations and conditions.

2. Network condition testing:

  1. Challenge: Can I make sure that my service is rendering properly across different levels of networks?
  2. Solution: Define the right set of network engagement your customers are using:
    1. Run your regression cycle suite across the set of these network conditions, for example:
      1. 5G
      2. 3G
      3. 4G
      4. Airplane mode (as I may have sales reps traveling and they need to be able to consume services offline from the app).

3. Location testing on steroids:

  • Challenge: Can I tests advanced location-based use cases like driving, walking etc.?
  • Solution: Implementing sustainable automation process that includes one or more of the following:
    1. Inject GPS location intelligence as a capability in your script for static changes
    2. Inject mocked motion data to simulate driving/walking session that includes data from one or more of the smartphone sensors (GPS, accelerometer, gyroscope data). A great example of this is Usage Based Insurance (UBI) in the insurance industry.


As described in a previous blog – patterns are becoming more and more important.

The future of location based testing will likely include the implementation of smart intelligence and interactions with IoT (including BLE devices, other smart terminals and POS).

The market is already heading in this direction: by analyzing historical location data and detailed behavioral patterns, digital enterprises can gain comprehensive insights into consumer preferences and habits which can be used for hyper-targeted campaigns and other engagement models.

Remember, the key for perfecting the experience is to BE IN THE RIGHT PLACE AT THE RIGHT TIME.

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