Designing with Data

Chapter 8. Conclusion

WE HAVE COVERED A lot of ground in this book. We hope you have enjoyed reading it as much as we have enjoyed writing it.

Throughout the book we have been arguing that designers will gain value from, and will also add immense value to, the design of A/B tests. Hopefully, you now understand the basics of A/B testing, how A/B testing enables you to compare one or more versions of a designed service experience, and how A/B testing can help you understand more about your users’ needs. The benefits of conducting A/B experiments are being able to get access to a large number of users at one time in their real-world context, and the ability to compare many different versions of your design(s) simultaneously. A/B tests can improve product performance for different cohorts of users, and can help you figure out how to attract and retain new users. As the purpose of A/B testing is to evaluate which experiences perform better for users and for your business according to previously defined, relevant metrics (such as which links or buttons are clicked or how long someone stays on a site), we hope that you are now also intrigued by understanding what metrics work best for your business context.

Beyond specific features, products, or business models, though, A/B tests can help you develop an understanding of human behavior more generally; they can help you to hone your skills regarding what works best for your users in your interfaces and in your information and service design. ...