A/B Testing
Test two or more iterations or versions of a design which enables designers to test out different ideas with users to choose a better option.
Why it matters
It settles arguments with evidence instead of seniority: the design that wins is the one that performed, not the one whose author spoke loudest. Its trap is the local maximum — endless button-colour tests can polish a design that should have been rethought.
The numbers
- 2+ variants, one variable — change more and you cannot say what won
- Significance first — call the winner too early and noise picks it
Related terms
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