Designing with Data: Improving the User Experience with A/B Testing

Author:Rochelle King & Elizabeth F Churchill & Caitlin Tan [King, Rochelle]
Language: eng
Format: epub
Tags: COMPUTERS / User Interfaces
ISBN: 9781449334949
Publisher: O'Reilly Media
Published: 2017-03-28T21:00:00+00:00

Figure 5-2. A single hypothesis may have several representations, or “treatments.”

However, each test cell represents a different approach to how we might represent that hypothesis. Because it takes time to craft and build each test cell, you want to make sure that you can clearly articulate what it is that you will learn if that test cell either increases or decreases the metric you are measuring when compared with the control.

Understanding Your Variables

To illustrate this, let’s start with a very simple example from Netflix where they explored surfacing different amounts of content in different ways. Their slimmed-down hypothesis was the following:

By giving users more choice in the selection of movies and TV shows on their home page, we will increase consumption of content (hours viewed).

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