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Is A/B-testing all you need? The answer is no. … says Martin Christensen, UX designer & researcher

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Why A/B-testing is not enough, but it works as a complement to user research

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Page 1: Is ab testing all you need? The answer is no

Is A/B-testing all you need? The answer is no.

… says Martin Christensen, UX designer & researcher

Page 2: Is ab testing all you need? The answer is no

Martin Christensen

RAND()

A42% conversion 27% conversion

B

Page 3: Is ab testing all you need? The answer is no

Martin Christensen

RAND()

A42% conversion 27% conversion

B

Page 4: Is ab testing all you need? The answer is no

Martin Christensen

RAND()

A27% conversion

B0% conversion

Page 5: Is ab testing all you need? The answer is no

Martin Christensen

WhatWHY!?!?!?!?!?!

A B

Page 6: Is ab testing all you need? The answer is no

Martin Christensen

A

Page 7: Is ab testing all you need? The answer is no

Martin Christensen

Page 8: Is ab testing all you need? The answer is no

Martin Christensen

Page 9: Is ab testing all you need? The answer is no

Martin Christensen

• Incremental development

• Incremental and iterative development

Page 10: Is ab testing all you need? The answer is no

Martin Christensen

User research 101

Page 11: Is ab testing all you need? The answer is no

Martin Christensen

User research 101 (measuring for success)

= Learnability issue”It took me a while to

understand what to do. That’s because

I’m stupid.”

Do you imagine that most people in the business would learn to use this app quickly? Rate it on a

scale from 1 to 7, please.

Surely not. Tell me again why it took a while to

understand.

I did not know what to do when I opened the app. There was no clear way

for me to proceed. Great. I understand. Thanks!

Well, it was hard for me, so 3.

This is the user

This is you

Page 12: Is ab testing all you need? The answer is no

Martin Christensen

User research 101 (measuring for success)

Ease of use

Effectiveness

Efficiency

Satisfaction

Sense of being in control

Capability

Efficacy

Conviviality

Consistency

Simplicity

Learnability

Usability (mean value)

1

2

3

4

5

6

7

Page 13: Is ab testing all you need? The answer is no

Martin Christensen

Summary• A/B-testing requires a large sample.

• A/B-tests can’t be changed or corrected on-the-fly without compromising the test.

• A/B-testing does not answer ”why”, only ”what”. The rest is your assumptions.

• You can not A/B-test if you only have A, or nothing at all.

• Simple user research and A/B-tests complement each other.

• Do enough research to understand.

• Go to the users, shut up, ask why, listen really carefully.

• Dazzle your boss with a nice chart.

Page 14: Is ab testing all you need? The answer is no

Thank you!

Bygg klokt med LeanUX20 maj 2014

Eftersom livet är för kort för att bygga något som ingen vill ha

11 platser kvar

se.linkedin.com/in/martinuxchristensen/

[email protected]

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UX open 201424 oktober 2014

En knytkonferens inom UX

Super-Early Bird = 600 kr exkl. moms


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