It is blindingly obvious that testing is utterly important. You can’t go live without at least some testing time. But what really is testing, and do we give it the space, time and money it deserves? That’s the question I’d like to ask of the whole industry, because I think the answer is a resounding NO! And that worries me.

First off, I’m going to look at what testing comprises of. What is testing? What are the options and their meanings in terms of time and value? I’ll look at what we’re prepared to pay for, and why this needs addressing, and I’ll ask why we’re not being more forceful about it.

Testing can mean many things, so I’ll keep it in the context of a web application in this instance. It’s a limited viewpoint I know, but it carries the same message across other disciplines.

In testing a website, we talk about functional testing, we talk about user acceptance testing, and we talk about User Interface testing. The latter two often work hand in hand, and are done prior to build, where functional testing traditionally happens after the build process and is about eliminating bugs in the system. Fine, but that only works to an extent. It’s the functional testing we’re talking about here. If the others haven’t been done prior to build, there are bigger issues that need dealing with first. Like why not?!

We’re given scopes to look through and quote for on a day to day basis. Sometimes they appear complete and other times they don’t and need some reworking. The complete ones almost certainly are not perfect, and have missed one or two bits of business logic somewhere along the line. These aren’t picked up until later in development, and only surface when an astute developer asks the question of his Project Manager. If they’re not picked up, they surface when a user of the site does something unexpected, at least something that the developers didn’t expect the user to do. And that’s usually where the bugs appear.

So what sort of testing can you employ and how does it help? Well there are two main options: manual testing, or automatic testing. You could put someone in front of a computer and ask them to run through every single possibility and flag bugs, then run through it again and again until there are no bugs, in each separate browser. You could alternatively automate the testing if you’re building the application in a framework that has the possibility of testing built into it.

The first of these two options, manual testing, is what is normally assumed. Unfortunately, it’s considered a case of going through the application or site after build and checking everything appears to work as expected. This is fine, but doesn’t really deal with the issue at hand – those pesky bugs that hide under bits of code you never thought to look under. If you choose to go down the route of manual testing, preparation is key – all scenarios must be thought through, written up into test cases and tested by a person, or people, independent of the project. Clearly, the people involved in the project need to be testing as well, but they can often be too close to the project to notice what are sometimes glaring issues. Sufficient testing means a full set of written tests, with results properly recorded step by step. This costs money; often half or more of the build cost. Doing any less than this can’t be considered to be sufficient.

If the framework of choice has a test suite, such as Ruby on Rails, there is a second option that costs significantly less, yet gives almost the same quality assessment of the project as does the manual process. Depending on the choice of test suites (many can be employed, each one testing a different facet of the application; e.g. separate front-end and back-end suites), they can be written to be readable by people not affiliated to the project, or those not on the project in a technical capacity. This means these tests can be peer reviewed and cross checked for completeness against the technical specification. Usually testing in this way happens during the build process, the tests being written before any code and then the code written to pass all the relevant tests. Two methods used here are Behaviour and Test driven development. The first tests that the behaviours expected by the user actually happen, and the latter is often used to test the business logic. Both can be used together. Automated testing costs on average approximately one third of the build cost. With it come guarantees that the application has been tested almost to destruction, with all kinds of possibilities tested out. If you want an extra layer of security, do some manual testing as well. Get people not involved in the project to run through the system and if anything is spotted, then it can be dealt with promptly. Again, tests must be written for these, and should detail behaviour that the user should experience. As long as the results are recorded, including steps taken, then this is well worth doing.

There is one further major benefit to automated testing. The tester doesn’t go away. If you update the application later down the line and you want to add some more functionality, you can quickly make sure that the changes you have made work, and more importantly, that all the previous tests still work. If you decide on the manual process because of a resourcing issue at the time for instance, remember that you’ll have to run through every single test again whenever you make any changes if you want to guarantee the same level of quality. This is the value in automated testing. Continuous, solid, quantitative tests that never go away.

If making sure your application is robust is this economical, why then is it perceived to be too expensive? I’ll make an analogy to motorcycling. I recently bought some new motorcycle gear that cost me nearly £900. I know I could have bought gear for less than £200, but I also know I’d be compromising my own life if I did so. Testing an application is the same, if a little less terminal. Usually though, it’s the first thing to be thrown out. You need to reduce the budget and the scope needs to stay the same, so the testing budget suffers. The issue is that the expectation is still that the application be fully tested. I think there is a certain belief too that the £200 gear will save your life. It may well do, but not before you’ve had a few skin grafts and organ transplants. Should we be prepared to pay more for this part of the build? Yes. If the budget does need to be reduced, it must reduce the scope, or the quality of the end product will be severely compromised, and for that there can be no guarantees provided.

I know this is something of a long post. It’s important that we understand the unequivocal requirement for proper testing, whether manual or automated, and that our clients are educated to that effect. They pay millions of pounds and dollars for software systems that run their organisation on the basis that the systems are tested and won’t break. Even so, they do sometimes break, if rarely. Even less often do they break badly. That’s testament to the amount of testing that they do. All software has bugs. It’s almost impossible to eliminate them all. Why can’t budget be put into testing these bespoke systems that are being built? Education. That’s all. The budget is there for testing, but if the knowledge and understanding of the whys and wherefores isn’t there, then the budget won’t be allowed to be spent on what appears to be a frivolous activity. This is why.

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They just don’t seem to exist. And there doesn’t seem to be any reason why not. OK, every now and again, an agency produces out of its proverbial hat a campaign it calls integrated that actually does some justice to the term. It just doesn’t happen all that often.

I’m not going to sit around naming names, but I will explain why I think it happens and what can be done to resolve the problem.

You want to reach a wide audience. You know you’re going to create within your “integrated” campaign a full set of elements: Radio, TV, Direct Marketing, Online, Outdoor. Because that’s how to reach your maximum potential audience. Isn’t it? Well yes, and no. Integrated campaigns are all about creating awareness, and then getting people to want to find out more information. In this day and age, that information comes from one place – the Internet.

Making an integrated campaign work properly requires communication. Whether it’s cross-agency, or just multi-discipline within the one agency, communication issues are rife. No one really talks to anyone else until they need the work done. I don’t really understand why, seeing as communication is what we’re all supposed to be good at in this industry.

So how do we make it work? Involve specialists. Involve them early in the project. That means specialists in each field that you want to use in your campaign. Planners and strategists are great, but the bigger picture isn’t the nuts and bolts of how a campaign comes together. You need people who understand what can and can’t be done in each medium to really push boundaries across the board. Oh, and to talk to each other. It’s absolutely imperative! Don’t talk and you end up with 95% of the integrated campaigns that are out there. Nothing really driving anyone anywhere from the TVC, and no one really knowing where to find the additional information. It isn’t just a case of making some banners that look a bit like the TVC. Sorry, it just doesn’t cut it.

So, to my mind, the important thing here is to consult early, with the client and experts in one room, and don’t be afraid to bring in outside expertise. If you feel you could benefit more by partnering with a post-production house for your TV side, a digital production house that can make valuable suggestions, a marketing agency that knows how to get the information you need to the people that need it, do it and bring them in at the beginning of the project. The money you spend here really will save you thousands of pounds later on, and it’ll win awards left right and centre. Don’t overload the meetings with a bunch of people who won’t be able to make the integration work – you need the experts, no more and no less. Involve a strategist to start with, and a planner once you’ve worked out what you’re doing. They’re not needed in between.

I know this is somewhat controversial, especially to some of the larger agencies – it’s a control issue; how do you relinquish control of the overall project and retain quality? That’s really the easy bit, but gets hidden by process. It’s about communication, it’s about pushing boundaries, and it’s about asking questions. Asking questions of oneself and of others. Are we really producing the best possible thing that we can? What could we do this time around that we didn’t do last time? Did we honestly learn from our past mistakes, or did they get consigned to a filing cabinet. And there you have it. We just don’t learn from the past. I’d love this to become a real discussion across the industry, and I think it’s something that might well start to make an impact on the industry as a whole, if we make it happen.

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New website launch

08 Apr 2009

It’s here. Finally. We’ve brought our full weight to bear and launched our new spangly website. Like this blog, we’ll constantly be updating it with new bits and pieces. New functionality, new features, new content. And we want your input. This might be our showroom, but you tell us what you want in it.

The website follows our principles of launching a basic version, and adding stuff on as it’s needed. I believe a few others have the same thoughts – quick to market, don’t worry if it breaks, but fix it when it does.

New websitePlease comment here, email us, twitter us or call us for a chat. We really appreciate the feedback we receive.

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Just today one of my colleagues received an email from the “Community Drugs Team”. She read it, re-read it. Then said “I’ve only just moved to Shepherds Bush. This isn’t right! I’ve not been involved in any of this.” She was referring to this:

What a great way to get your message across!

Looking at the links, the code behind them, you’d never think it was a fake. Clicking on them, however, told a different story:

Shifty - The MovieWell. It was definitely an interesting way to get the point across. The mark of a good advertising campaign is one that gets people talking about it, in my mind, and this one uses some of the most basic elements of digital technology to deliver that. A great example of KISS

Everyone in the office is talking about it. Oh, and stitching their mates up… Kudos to the team that did that.

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This is the first part of our transformation. We’ve got a few little tricks up our sleeve we’re going to be adding here in the next few days and weeks. Keep your eyes peeled for them.

We love our new blog design. Please tell us what you think of it too!

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