Book description
On the surface, design practices and data science may not seem like obvious partners. But these disciplines actually work toward the same goal, helping designers and product managers understand users so they can craft elegant digital experiences. While data can enhance design, design can bring deeper meaning to data.
This practical guide shows you how to conduct data-driven A/B testing for making design decisions on everything from small tweaks to large-scale UX concepts. Complete with real-world examples, this book shows you how to make data-driven design part of your product design workflow.
- Understand the relationship between data, business, and design
- Get a firm grounding in data, data types, and components of A/B testing
- Use an experimentation framework to define opportunities, formulate hypotheses, and test different options
- Create hypotheses that connect to key metrics and business goals
- Design proposed solutions for hypotheses that are most promising
- Interpret the results of an A/B test and determine your next move
Publisher resources
Table of contents
- Praise for Designing with Data
- Foreword
- Preface
- 1. Introducing a Data Mindset
-
2. The ABCs of Using Data
- The Diversity of Data
- When is the data collected?
- How is the data collected?
- Why Experiment?
- Basics of Experimentation
- A/B Testing: Online Experiments
- New users versus existing users
- A big enough sample to power your test
- Your Hypothesis and Why It Matters
- Running Creative A/B Tests
- Summary
- Questions to Ask Yourself
- 3. A Framework for Experimentation
-
4. The Definition Phase (How to Frame Your Experiments)
- Getting Started: Defining Your Goal
- Competing metrics
- Identifying the Problem You Are Solving
- Building Hypotheses for the Problem at Hand
- The Importance of Going Broad
-
Which Hypotheses to Choose?
- Consider Potential Impact
- Using What You Already Know
- Using Other Methods to Evaluate Your Hypotheses
- Consider the Reality of Your Test
- How much measurable impact do you believe your hypothesis can make?
- Can you draw all the conclusions you want to draw from your test?
- Balancing learning and speed
- Keep Your Old Hypotheses in Your Back Pocket
- Summary
- Questions to Ask Yourself
-
5. The Execution Phase (How to Put Your Experiments into Action)
- Designing to Learn
- Revisiting the minimum detectable effect
- Designing the Best Representation of Your Hypothesis
- Not all variables are visible
-
Different problems for summer camp
- Directional testing: “Painted door” tests
- Picking the right level of granularity for your experiment
- Example: Netflix on Playstation 3
- Example: Spotify Navigation
- Experiment 1: Defining the hypothesis to get early directional feedback
- Experiment 1: Designing the hypotheses
- Interlude: Quick explorations using prototypes and usability testing
- Experiment 2: Refining the “tabbed” navigation
- “Designing” your tests
- Other Considerations When Designing to Learn
- Polishing your design too much, too early
- Edge cases and “worst-case” scenarios
- Taking advantage of other opportunities to learn about your design
- Identifying the Right Level of Testing for Different Stages of Experimentation
- Running parallel experiments
- Thinking about “Experiment 0”
- Summary
- Questions to Ask Yourself
- 6. The Analysis Phase (Getting Answers From Your Experiments)
- 7. Creating the Right Environment for Data-Aware Design
- 8. Conclusion
- A. Resources
- Index
Product information
- Title: Designing with Data
- Author(s):
- Release date: March 2017
- Publisher(s): O'Reilly Media, Inc.
- ISBN: 9781449334956
You might also like
book
Storytelling with Data
Influence action through data! This is not a book. It is a one-of-a-kind immersive learning experience …
book
Communicating with Data
Data is a fantastic raw resource for powering change in an organization, but all too often …
book
Data Mesh
We're at an inflection point in data, where our data management solutions no longer match the …
book
Storytelling with Data: A Data Visualization Guide for Business Professionals
Don't simply show your data—tell a story with it! Storytelling with Data teaches you the fundamentals …