A/B Testing
Angela M. Cirucci, Urszula Maria Pruchniewska · 2021
A/B Testing allows researchers to compare two versions of a tool, site, or app. Two groups of participants are randomly created: one group is invited to interact with the “A” version—the original version, also known as the “control”—and the other group is invited to interact with the “B” version—a new, updated, or changed version. In this chapter, we outline the A/B Testing process and explain how to assess which version is “better.” Often, A/B Testing is used later in the design process, once spaces are generally set up and perhaps even after users are familiar and comfortable with the “A” version. Although often a quantitative method, we provide a process for using it qualitatively.