Data-Driven Design
Ranjitha S. Kumar · 2019
A/B testing has become the de facto standard for optimizing design, helping designers craft more effective user experiences by leveraging data. A typical A/B test involves dividing user traffic between two experimental conditions (A and B), and looking for statistically significant differences in performance indicators (e.g., conversion rates) between them. While this technique is popular, there are other, powerful data-driven methods --- complementary to A/B testing --- that can tie design choices to desired outcomes.