Yes, its mobile, mobile everywhere!! Every business aspires to have its own mobile app, hence the need for a mobile app is rapidly growing. To combat the competition, some app owners work hard on innovation, few others on engaging the customers and some try to evaluate their marketing strategies.
In an era of Continuous delivery - the defect fixes, enhancements and changes are delivered swiftly into production. If the users are happy about the change, good Job! If not, it is a risky task to roll back a feature which involves a lot of effort before a significant damage has been done. To avoid such instances, we must partner with our users early in the app development life cycle. Business innovation must be driven by customer experience.