Your Product Testing Is More Important Than You Think!!

Recently, I came across the much-hyped launch of Meta’s AI-enabled smart wearables (Ray-Bans). In the demo video, Meta’s CEO showcased two use-case scenarios. However, despite the excitement around the product, the presentation missed a crucial element: showing how the product truly transforms communication and interaction.

This wasn’t a failure per se, but it highlighted a significant gap in the New Product Development (NPD) process: Testing.

During the launch, a glitch—explained away as a Wi-Fi or real-time issue—left the audience unconvinced and laughing. This episode reminded me of a discussion I often had with my students during Product Management sessions at ISB: Why do so many products fail at launch?

The answer is often repetitive—unfulfilled needs, fewer features, and poor product-market fit. However, the real answer is insufficient or ineffective testing.

Understanding the Importance of Testing

Let’s delve deeper into this topic.

Testing Process

The Overlooked Step in Product Development

Testing often seems like a mundane step in the NPD cycle. Many companies rush through standard stages like UAT (User Acceptance Testing), CUG (Closed User Group testing), Pre-Prod, and finally Live deployment. Some even skip Pre-Prod altogether.

But here’s the catch: every product, like every child, is unique. Each behaves differently in various conditions, environments, and user contexts. Relying on a one-size-fits-all approach to testing is risky and short-sighted.

The Golden Rule: Bury the Hurry

Running & Hurrying

When it comes to testing, rushing is the biggest mistake. To counter this, I developed a simple CTR framework that I’ve successfully applied to several product launches:

1. Create – Build an exhaustive list of test cases and use cases, with at least two possible outcomes for each scenario.

2. Test – Execute these cases thoroughly at the UAT stage. Fix issues and repeat testing, even if it takes multiple iterations before reaching CUG.

3. Repeat – Apply the same discipline at the CUG stage, including as many diverse closed groups as possible.

   
   

And finally, never under any circumstances launch without a complete end-to-end Pre-Prod test. Trust me, nearly 90% of bugs are fixed at this stage if done right.

The ROI of Testing & Why It Matters

Return on Investment

From an ROI perspective, thorough testing is not a cost; it’s an investment! A rigorously tested product dramatically reduces rejection at launch, increases user acceptance, and boosts your Net Promoter Score (NPS).

In short, it drives both customer trust and long-term profitability. Isn’t that what we want as a business?

Of course, the challenge for many companies lies in balancing testing with launch deadlines and investor pressure. But here’s the truth: quality speaks louder than quantity. A delayed but flawless launch will always outperform a rushed and buggy one.

The Path to Successful Product Launches

Embrace a Culture of Testing

To foster a successful product launch, embrace a culture of testing within your organization. Encourage teams to prioritize thorough testing. Make it a core value. When everyone understands the importance of testing, the entire organization benefits.

Continuous Improvement

Testing should not be a one-time event. Embrace continuous improvement. After every launch, gather feedback and analyze performance. Identify areas for enhancement. Use this information to refine your testing processes for future products.

Leverage Technology

Utilize advanced technologies to enhance your testing processes. Automation tools can streamline testing, making it more efficient. AI-driven analytics can provide insights into user behavior, helping you tailor your testing strategies.

Final Takeaway

The Meta launch serves as a timely reminder: no matter how groundbreaking the idea is, a product’s success hinges on how well it’s tested in real-world conditions. Testing isn’t just another checkbox in the NPD cycle; it’s the bridge between innovation and adoption.

So, next time you’re tempted to rush a launch, remember the mantra: “Bury the Hurry!”

Let’s commit to excellence in testing! It’s the key to unlocking your product’s potential!