2016 in experimentation

medium.com

Mats Einarsen highlights the importance of any successful design having data at its core:

A “great” design which produces bad outcomes — low engagement, little utility, few downloads, indifference on the part of the target market — should be regarded as a failure.

On the flip-side, a design that doesn't in some way take a risk or align to a value not determined by data (e.g. a brand value) should also be tried. Luckily, most of these things can be A-B tested.

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