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Software development as an experiment system : a qualitative survey on the state of the practice
(2015)
An experiment-driven approach to software product and service development is gaining increasing attention as a way to channel limited resources to the efficient creation of customer value. In this approach, software functionalities are developed incrementally and validated in continuous experiments with stakeholders such as customers and users. The experiments provide factual feedback for guiding subsequent development. Although case studies on experimentation in industry exist, the understanding of the state of the practice and the encountered obstacles is incomplete. This paper presents an interview-based qualitative survey exploring the experimentation experiences of ten software development companies. The study found that although the principles of continuous experimentation resonated with industry practitioners, the state of the practice is not yet mature. In particular, experimentation is rarely systematic and continuous. Key challenges relate to changing organizational culture, accelerating development cycle speed, and measuring customer value and product
success.
Delivering value to customers in real-time requires companies to utilize real-time deployment of software to expose features to users faster, and to shorten the feedback loop. This allows for faster reaction and helps to ensure that the development is focused on features providing real value. Continuous delivery is a development practice where the software functionality is deployed continuously to customer environment. Although this practice has been established in some domains such as B2C mobile software, the B2B domain imposes specific challenges. This article presents a case study that is conducted in a medium-sized software company operating in the B2B domain. The objective of this study is to analyze the challenges and benefits of continuous delivery in this domain. The results suggest that technical challenges are only one part of the challenges a company encounters in this transition. The company must also address challenges related to the customer and procedures. The core challenges are caused by having multiple customers with diverse environments and unique properties, whose business depends on the software product. Some customers require to perform manual acceptance testing, while some are reluctant towards new versions. By utilizing continuous delivery, it is possible for the case company to shorten the feedback cycles, increase the reliability of new versions, and reduce the amount of resources required for deploying and testing new releases.