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

On the surface, design practices and data science may not seem like obvious partners. But these disciplines actually work toward the same goal, helping designers and product managers understand users so they can craft elegant digital experiences. While data can enhance design, design can bring deeper meaning to data. This practical guide shows you how to conduct data-driven A/B testing for making design decisions on everthing from small tweaks to large-scale UX concepts. [...] A/B testing is the most common form of large-scale experimentation and data collection in the internet industry. A/B testing is a methodology to compare two or more versions of an experience to see which one performs the best relative to some objective measure. Through an A/B test, you can causally attribute changes in user behavior to design changes that you make.  Read more...