Beyond Quality Assurance: embracing Quality Awareness

If you have worked in software development, you’ve probably heard that quality should never be added at the end. Practices like Shift Left Testing have helped push quality concerns earlier in the software development lifecycle (SDLC). Yet, despite these advances, many organizations still treat quality as a final step rather than a foundational mindset.

At Neocoast, we believe quality isn’t a phase or a checklist to validate developers' work—it’s a culture. One that shapes every decision, involves every role, and drives every process from day one. To us, quality in software means creating a culture that involves every role, guides every decision, and shapes every process in the company.

Still, many teams and organizations fall into the trap of viewing software testing as an add-on to be “sprinkled on” after coding and UI design are done. According to research in Accelerate (Forsgren, Humble, & Kim, 2018):

"Organizations that embed quality from the start deliver faster, more stable products with higher customer satisfaction and efficiency."

This aligns with Philip Crosby’s insight that quality is free, because preventing defects costs less than fixing them (Crosby, 1980). Building quality from the beginning is more cost-effective, scalable, and sustainable—a fact every organization should keep in mind.

From Quality Assurance to Quality Awareness#

The role of Quality Assurance has evolved. Rather than solely verifying features, modern QA promotes a culture of Quality Awareness—a mindset that prioritizes collaboration, shared responsibility, and continuous improvement across the development lifecycle. Experts like Lisa Crispin emphasize that today’s QA focuses on raising key questions, making risks visible, and collaborating across the entire organization—not just within delivery teams (Crispin & Gregory, 2024; Crispin, 2009).

Quality Awareness means looking beyond “does it work?” and asking:

• Does this solve a real user problem?
• Is it maintainable?
• Will it scale?
• Are we delivering consistent value?

It’s about helping everyone. From developers to project managers (PMs) to leadership, this approach encourages shared responsibility for quality throughout the company, moving beyond a final quick product check (Crispin, 2020).

Building quality from hiring to delivery#

Quality in agile teams starts with hiring people who bring not only technical skills, but also a quality-focused mindset.

Research shows that recruiting based on cultural fit and shared values—including a commitment to quality—enhances team performance and software product outcomes (Testim, 2020).

But creating a quality-driven culture requires more than smart hiring. It means analyzing team dynamics, challenges, identifying opportunities for improvement, and defining clear quality criteria that apply across the organization—not just in technical areas.

Quality Assurance plays a vital role in embedding these values into the company culture, product goals, and client expectations. However, maintaining high software quality standards demands continuous attention and collaboration from all members of the organization (Testim, 2020).

Quality Awareness as the way to success#

Software quality assurance is the responsibility of the entire organization, not just a single team or role. Organizations that embrace quality as a mindset tend to make better decisions, reduce rework, and foster trust both internally and externally.

Quality should never be regarded as an afterthought or a final checkpoint. Rather, it is the foundation for aligning people, processes, and products to deliver lasting value to users and clients.

At Neocoast, we see quality awareness as a transversal force that must flow through every aspect of the organization. We’re committed to fostering a culture of continuous quality improvement that drives every project, guides every process, and involves every person—ensuring quality is embedded in everything we do.

In today’s fast-paced software environment, embracing Quality Awareness isn’t just a best practice—it’s essential for sustainable software success.

References#

Forsgren, N., Humble, J., & Kim, G. (2018). Accelerate: The Science of Lean Software and DevOps: Building and Scaling High Performing Technology Organizations.

Crosby, P. (1980). Quality is Free: The Art of Making Quality Certain.

Crispin, L., & Gregory, J. (2024). Agile Testing: A Practical Guide for Testers and Agile Teams.

Crispin, L. (2009). More Agile Testing: Learning Journeys for the Whole Team.

Crispin, L. (2020). Building a Culture of Quality Awareness.

Testim. (2020). Recruiting for Culture and Quality Mindset.