# The wisdom of the crowd – ‘real world’ users validate m-commerce apps
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-02-04
Category: TECHNOLOGY
Category URL: https://financedigest.com/category/technology
Meta Title: Unlocking M-Commerce Success: The Ultimate Guide
Meta Description: Discover the importance of mobile app user experience in driving customer satisfaction and business growth. Learn how crowdtesting can help businesses deliver
URL: https://financedigest.com/the-wisdom-of-the-crowd-real-world-users-validate-m-commerce-appshtml

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_By_ **_Richard Downs,_** _Senior Director, Northern Europe, Applause_

![Richard Downs, Senior Director, Northern Europe, Applause ](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/by-richard-downs-senior-director-northern-europe-applause-1736816264007-compressed.jpg)

Richard Downs, Senior Director, Northern Europe, Applause

[Recent figures](https://www.oberlo.com/statistics/mobile-commerce-sales) reveal that mobile commerce (m-commerce) is by far the most popular way to shop online. M-commerce sales currently make up almost three quarters of total ecommerce sales, accounting for an estimated $3.56 trillion in 2021.

It’s clear, then, that with mobile now the predominant channel for paying for goods or services online, businesses need to ensure a seamless user experience for their customers – especially those [digital natives who expect to be able to do everything on their mobile](https://www.financedigest.com/fraud-in-a-mobile-digital-world.html "FRAUD IN A MOBILE DIGITAL WORLD") device. Appealing to younger, and more digital savvy, customers is key, in part, because they’re the most likely to share their frustrations on [social media if they’re unhappy with their mobile app](https://www.financedigest.com/saudi-snitching-app-turns-citizens-into-social-media-police.html "Saudi snitching app turns citizens into social media police") experience.

When designing a user-friendly app that’s intended to appeal to a broad user base, it’s important to get the basics right. At the very least, this means intuitive functionality, a rigorously tested [user experience](https://www.financedigest.com/poor-user-experience-plaguing-wealth-management-firms-warns-radical-company.html "Poor user experience plaguing wealth management firms, warns Radical Company") (UX), and professionally implemented user interfaces (UI). However, there’s a lot more for [businesses to think about when designing a mobile app](https://www.financedigest.com/why-mobile-apps-are-crucial-for-a-successful-business.html "Why Mobile Apps are Crucial for a Successful Business"). Their users’ locations, cultural norms, and expectations [must all be taken into consideration](https://www.financedigest.com/managing-mobility-in-the-enterprise-must-have-consideration.html "Managing mobility in the enterprise must have consideration"), as should the various devices, operating systems, and networks they might use.

Such a huge number of variables means comprehensive user testing is essential. Without it, [users are likely to encounter issues that will impact their experience](https://www.financedigest.com/fintechs-how-to-increase-loyalty-through-user-experience-and-fraud-prevention.html "FinTechs: How to increase loyalty through user experience and fraud prevention") of the app, and their overall customer journey. And this can affect a business’s reputation and its [bottom line](https://www.financedigest.com/why-investing-in-wellbeing-can-boost-your-bottom-line.html "Why investing in wellbeing can boost your bottom line"). This method of testing is vital, therefore, to getting the [mobile experience](https://www.financedigest.com/improving-customer-experience-through-broadening-your-mobile-offering.html "Improving customer experience through broadening your mobile offering") right.

**The value of crowdtesting**

Performed ‘in the wild’, real-world testing will provide a [business with targeted](https://www.financedigest.com/julius-baer-2022-profits-fall-as-it-hits-business-cycle-targets.html "Julius Baer 2022 profits fall as it hits business cycle targets") insights into customers’ mobile app experiences. It involves testing multiple different dimensions, such as UX, functional and payment to determine how – and, indeed, if – the app works. It asks questions of the app, too: Does it [work as designed](https://www.financedigest.com/savile-row-designer-on-working-from-home-winter-attire.html "Savile Row Designer on Working From Home Winter Attire")? Do customers like it? Can they easily use it to [pay for goods and services](https://www.financedigest.com/best-paying-jobs-in-finance-consumer-services.html "Best Paying Jobs in Finance Consumer Services")? In fact, questions like these are fundamental to any testing regime.

Answering such questions in any meaningful way requires a curated community of vetted testers spanning a range of demographics. And these shouldn’t simply be restricted to gender, age, or race. This ‘crowdtesting’ model should be far more wide-reaching. [Given the different dimensions and variables inherent in any mobile app](https://www.financedigest.com/apple-given-fourth-dutch-fine-in-app-store-dispute.html "Apple given fourth Dutch fine in App Store dispute"), the testing community should be representative of several specified filters. For instance, a community composed of testers with different native languages who use different devices and operating systems, will enable a [business to satisfy more complex testing](https://www.financedigest.com/meningitis-diagnostic-testing-market-analysis-status-and-business-outlook-2017-to-2025.html "Meningitis Diagnostic Testing Market Analysis, Status and Business Outlook 2017 to 2025") requirements, thereby ensuring the best possible design for its mobile apps.

**Delivering high-quality** [banking apps](https://www.financedigest.com/why-pay-by-bank-app-will-come-into-its-own-in-2022.html "Why Pay by Bank App will come into its own in 2022 ")

The need to deliver apps that are intuitive and attractive, and that appeal to a diverse customer base, couldn’t be more apparent than in [digital banking](https://www.financedigest.com/igtb-launch-digital-transaction-banking-available-as-saas.html "iGTB launch Digital Transaction Banking available as SaaS"). Virtually all adults have a bank account, which is why [banking apps need to suit customers](https://www.financedigest.com/christmas-debt-hangovers-how-banks-can-help-customers.html "CHRISTMAS DEBT HANGOVERS: HOW BANKS CAN HELP CUSTOMERS") of all ages, backgrounds and nationalities. Usage of [banking apps increased](https://www.financedigest.com/banking-and-fintech-convergence-will-increase-reliance-on-it.html "Banking and Fintech Convergence will Increase Reliance on IT") considerably during the pandemic; they have become the primary interface for most customers. The crowd allow banks, [fintech and financial](https://www.financedigest.com/how-can-fintechs-better-engage-zillennials-with-their-financial-health-the-answer-lies-in-speaking-to-them-in-their-own-language.html "How can fintechs better engage Zillennials with their financial health? The answer lies in speaking to them in their own language") services organisations to rigorously test security and usability, to ensure a consistently high-quality, positive customer experience.

For example, when [financial services](https://www.financedigest.com/how-financial-services-are-overhauling-security-to-defend-against-spoofing-scams.html "How financial services are overhauling security to defend against spoofing scams") company Western Union first offered money transfers many years ago, they were only available through its brick-and-mortar locations. Since then, of course, the [company has digitised the process](https://www.financedigest.com/companies-that-dont-upgrade-their-financial-processes-this-year-will-get-left-behind.html "Companies that don’t upgrade their financial processes this year will get left behind"), enabling customers to use its web and mobile applications. But, in doing so, the [process has become much more complex](https://www.financedigest.com/board-report-highlights-complex-decision-making-process-across-banking-and-finance-sector.html "Board Report Highlights Complex Decision-Making Process Across Banking and Finance sector").

Western Union is legally required to verify its transfers process in different countries, across a range of payment options, including Mastercard, Visa, Apple Pay, and Google Pay, as well as verifying that its [transfer portal functions properly on different devices and operating](https://www.financedigest.com/iveco-to-transfer-nordic-retail-and-commercial-operations-to-hedin.html "Iveco to transfer Nordic retail and commercial operations to Hedin") systems. Like many organisations that operate internationally, though, it lacked the internal resources to test [across all these digital](https://www.financedigest.com/fintechs-support-of-ukraines-digital-businesses-can-be-used-as-blueprint-across-the-world.html "Fintech’s support of Ukraine’s digital businesses can be used as blueprint across the world") options in so many locations.

By crowdtesting more than 2,500 transactions across a range of [devices and payment](https://www.financedigest.com/emvco-streamlines-approval-process-for-mobile-payment-devices.html "EMVCo Streamlines Approval Process for Mobile Payment Devices") methods in 87 countries over the course of a year, Western Union was able to understand when and where its processes worked, and where there were issues it needed to address. [Every time](https://www.financedigest.com/de-montfort-place-ticks-every-box-for-first-time-buyers-in-bedford.html "De Montfort Place Ticks Every Box For First Time Buyers In Bedford") a fix was made, the process in question was re-tested to confirm that it now provided “a happy path”.

**Everything for everyone**

Regardless of its size and complexity though, as with any mobile app, rigorous testing is essential. Quality crowdtesting is needed to evaluate the app, its systems, software [control flow](https://www.financedigest.com/controlling-your-business-cash-flow-with-effective-accounts-receivables-turnover-ratios.html "Controlling Your Business Cash Flow With Effective Accounts Receivables Turnover Ratios"), and the overall experience it offers to ensure that everything works as it should, with no defects or sticking points.

The growing popularity of mobile, especially among younger consumers, means mobile apps are increasingly becoming part of the [global economy](https://www.financedigest.com/world-bank-warns-global-economy-could-easily-tip-into-recession-in-2023.html "World Bank warns global economy could easily tip into recession in 2023"), delivering shared experiences. So, whether it’s for a small, family-run business or a huge, multinational brand, a mobile [app has to deliver the best possible user experience](https://www.financedigest.com/one-app-for-a-total-communications-experience.html "One App for a Total Communications Experience"). Otherwise, loyalty, reputation, and revenue can suffer.

Ensuring everything works for every user, across every dimension is complex, however. That’s why a crowdtesting approach, employing a diverse community of testers covering all potential variables has never been more important. M-commerce matters like never before. [It’s time](https://www.financedigest.com/why-its-time-to-adapt-to-the-virtual-world-how-to-master-online-negotiations.html "Why it’s time to adapt to the virtual world: how to master online negotiations") to make sure your mobile app works for all your customers.


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