Most of us who work on digital products are familiar with the concept of A/B or multivariate testing – the process of exposing users to multiple variations of a design concept and using their aggregate behaviour to identify the optimal design, based on a predefined set of metrics. By gathering data across thousands of individual user sessions, multivariate testing can provide a rigorous evidence base for principled decision making. In principle, such data-centric, quantitative research techniques can be highly complementary to the more qualitative, user-centric research techniques typically associated with the UX profession.
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