Case Study - Titan - Company LTD - V - 6220

Titan Company Ltd
CASE STUDY
Qualitest Case study: Titan Company Ltd
Company overview
Titan Company Ltd., a consumer goods company
established in 1984, is the fifth largest integrated own
brand watch manufacturer in the world. The company
is a joint venture between Tata Group and the Tamil
Nadu Industrial Development Corporation. As Tata
Group’s largest consumer company, Titan Company
has diversified into other consumer products,
including jewellery with Tanishq, eyewear with Titan
Eyeplus, fragrances with Skinn, and helmets with
Fastrack.
The Challenge
Titan Company was lacking a centralized system for storing the
division’s sales data and employee data, and was dependent on
third party vendors for sales, stocks and marketing data.
The company was also facing challenges in getting the right

data on time, which delayed business decisions.
To overcome this dependency, the company migrated its

various consumer product websites into a new eCommerce
platform (IBM Netezza, IBM MDM), where all the division’s
management would have direct access to the right data before
making any business decision.
In the eCommerce platform, Titan Company had challenges

with processing orders through the order management system
and fulfilling orders through the warehouse management
system in the backend, when customers initiate the order via
various marketplaces and websites.
Titan company faced a challenge in testing the E2E functional

flows and approached Qualitest to provide the testing strategy
and to implement the test approach and methodologies for
their new digital platform.
2
Scope of the engagement

The platform has 3 major tracks i.e. eCommerce, Mobile &
Analytics. The systems under each track are:
• eCommerce track (Web & Mobile)
- WCS, WCM, DA, DM, Order Management, DMS
• Analytics Track
- Big Insights, ETL, DWH, Cleansing, Visualizing tool
(Tableau)
• Mobile track (Responsive website)
- Mobile 1st, MDM, UI/UX (Hybrid and Native)
• Other Software
- Accelerators, Open Source Software
The testing for the website, mobile RWD and mobile app
(iOS and Android) of all six brands included:
1. Testing user experience across all sites

2. Mobile testing for ecommerce sites/apps (Responsive
sites)
3. Browser compatibility testing
4. Accessibility testing
5. Omni channel testing
6. Test reporting with customized dashboards
7. Leveraging open source tools for a cost effective
automated solution
8. Automation testing with implementation of best in class
framework
Proposed solution
Titan Company was provided with a single point of contact
(SPoC) to ensure that appropriate level of support is
provided and that services are delivered as defined.
Qualitest defined a high-class approach to identify the
most important and critical components/modules of the
application and prioritized them according to their business
needs. The prioritization enabled us to decide how much
3
testing needs to be conducted on each of the components/

modules, based on the functional impact analysis in an agile
way, delivered through multiple sprints and Scrum processes.
Qualitest leveraged the in-house AI-based TestPredictor tool
for risk-based testing.
All functional test scenarios and scripts executed to
uncover defects were based on the release timelines and
cover regression suite, integration and end to end testing,
compatibility testing in multiple browsers and devices for the
Titan Company web and mobile applications.
Test scripts were developed to be in line with the current

version and industry best practices. They included end to end
scenarios and were aligned with the business guidelines
• Manual testing of new functionalities implemented on the
new digital platform, carried out on different OS/browsers
• Testing and monitoring of the mobile apps across devices
(tablet, mobile) to verify and validate the End-to-End
business cases.
• ETL Testing was performed for verifying and validating the

source and target data sources by creating business logic to
test the data flow.
• As part of our managed testing services, the QTDashboard

(Software Quality & Test Analytics System) was implemented
to effectively keep track of critical metrics and SLAs. It also
helped Titan Company to visualize quality and test data
for software releases and builds, by creating web-based
dashboards on various reports.
• Our test analysts, in collaboration with Titan Company

business representatives, designed and reviewed the UAT
tests with business stakeholders to ensure the requirements
are in line with Titan Company’s business needs.
• Leveraged Serenity BDD framework to automate the

web/mobile application for testing of functional and
regression test cases for the new ecommerce sites and their
maintenance.
4
• Tools such as A-Checker, Access Color, Functional

Accessibility Evaluator and WAVE were leveraged for
Accessibility testing.
Summary of the approach for each

engagement
Qualitest carried out manual testing for six new sites in
different browsers, platforms and across multiple channels for
capturing end user experience. This included identification
of test scenarios and create/update test cases along with
associated test data and getting sign off from Titan Company.
Qualitest created a smoke test suite and baseline to execute

them on a sprint basis. We leveraged the AI TestPredictor to
analyse and execute the relevant/impacted test cases, as per
the new functionality implemented.
We recommended the defect management tool to track the

defects that are logged across all the brands, to replace defect
management in Excel. Daily defect triage helped the customer
to know the status of each bug. A daily report was sent to
Titan Company, which helped them to track the progress of
testing.
Regular interaction with Titan Company helped in meeting

their expectations and the feedback we provided periodically
helped them to gain more confidence in our involvement.
Qualitest effectively executed A/B testing across all six sites

by doing a comparison of screens and web pages with more
than two environments in order to validate the behaviour of
the application in terms of relevancy, clarity, cross browser,
cross devices, speed analysis, user visits tracking etc. This also
involved providing user experience feedback and advice on
the look and feel of the web page, button positions, text font
etc.,
Qualitest’s familiarity with WCAG Level AA guidelines and

accessibility laws helped Titan Company bring its website up
to date with the latest international accessibility standards,
offering accessibility to all users. This included testing
accessibility issues around:
5
• Keyboard-only navigation, including the ability to move

between sections of a web page, access all menus, and
access links and form fields
• Compatibility with screen readers and other assistive tech
• Customizable Color adjustments
• Useful page titles
• Proper coding
Automation focused on using Open Source tools. Qualitest
started automation of the applications using Selenium and
Serenity BDD Framework for automation of web based
applications. Appium was leveraged for automation of hybrid/
native apps of Titan Comapyn, being a cost effective solution.
Qualitest helped Titan Company to create customized a
QTDashboard, which gathered pre-defined data from any test/
defect/build/etc. management system. This allowed Titan
Company and Qualitest to create dashboards with charts
consolidating all the data in one place and allowed the client
to set KPIs and SLAs to keep track of them.
Timeline
The timeline of the project was a 18 – 24 months engagement.
Outcome
Qualitest enabled Titan Company to successfully go live with
all the six brand sites without any major issues in production.
With the new platform that boasts an elegant look and feel
and being customer friendly, Titan Company increased their
sales compared to old platform. The new platform’s backend
(order management and warehosue management) is helping
the warehouse people to process the orders hassle free.
Around 1,100 regression test cases were automated. When
running regression for all six different brand sites, 50% of the
manual effort is reduced due to the automated regression suite
execution being fast and efficient.
6
Qualitest leveraged open source tools Selenium (Web) and

Appium (Mobile) to help provide Titan Company with a cost
effective automated solution.
In the Titan Analytics programme, different divisions like
Jewelry, Eyewear and watches are using dashboards to help
inform their business decisions.
Brand sites
https://www.fastrack.in/
https://www.titan.co.in/
https://www.tanishq.co.in/
https://www.miabytanishq.com/
https://www.sonatawatches.in/
https://www.skinn.in/
7
Quality Qualitest is the world’s #1 pure play quality
engineering company. Quality is the core of
made
our business and everything we do.
We deliver quality engineering and testing solutions

to meet industry-precise technology needs for the
smarter
world’s biggest brands.
Qualitest delivers results by combining customer-

centric business models, critical thinking and
the ability to gain a profound comprehension of
customers’ goals and challenges.
qualitestgroup.com
Contact
NORTH AMERICA - HQ MIDDLE EAST - HQ
1 Post Rd. 3rd floor. Fairfield, Deniv Park. 21d Yagia Kapayim St.
Connecticut 06824 USA Petach-Tikva 49130, Israel
Tel: +(1) 877-882-9540 Tel: +(972)-3-927-5000
EUROPE - HQ INDIA - HQ
1 Appold Street 12th Floor, B Wing, Incubex Workspaces,
London M2 Building, Manyata Embassy Tech Park,
EC2A 2UU Outer Ring Road, Nagawara,
Tel: +44 (0)845 8696070 Bengaluru, Karnataka - 560045
Tel:080 49256699

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Titan Company Ltd

The company was also facing challenges in getting the right

To overcome this dependency, the company migrated its

In the eCommerce platform, Titan Company had challenges

Titan company faced a challenge in testing the E2E functional

Scope of the engagement

1. Testing user experience across all sites

testing needs to be conducted on each of the components/

Test scripts were developed to be in line with the current

• ETL Testing was performed for verifying and validating the

• As part of our managed testing services, the QTDashboard

• Our test analysts, in collaboration with Titan Company

• Leveraged Serenity BDD framework to automate the

• Tools such as A-Checker, Access Color, Functional

Summary of the approach for each

Qualitest created a smoke test suite and baseline to execute

We recommended the defect management tool to track the

Regular interaction with Titan Company helped in meeting

Qualitest effectively executed A/B testing across all six sites

Qualitest’s familiarity with WCAG Level AA guidelines and

• Keyboard-only navigation, including the ability to move

Qualitest leveraged open source tools Selenium (Web) and

We deliver quality engineering and testing solutions

Qualitest delivers results by combining customer-

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