4. On UX
Design considerations
The most voiced concern for designers is that experiments encourage only small changes and thus stifle creativity. The thought is that experiments are suitable when you want to know which small detail, like button colour, is better, but you should go with your gut when you want to design a new masterpiece.
No doubt these ideas are encouraged by the case studies and examples you’ll find on the internet. They show almost exclusively minimal changes that deliver big wins. There’s little discussion of experimenting with major design projects. You can and should use experimentation for both refinements and drastic redesigns.
The big picture
Running a few experiments will give you a sense of which approaches are the most ...
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