4 ms·
I have experience where the company paid a UX agency to create a flow that was by all standards better customer experience and a better product, nicer too. They
by rgavuliak 4y ago
I have experience where the company paid a UX agency to create a flow that was by all standards better customer experience and a better product, nicer too. They ran an AB test, turns out people were more likely to pay with the old version. AB testing is good that it challenges what UX people think is better experience or product with hard metrics.
- nkrisc 4y agoWhich is why A/B testing is an important part of the UX toolkit. It's a tool among others, and is one way to validate assumptions. A good UX designer will try to base their designs on data and reasonable hypotheses drawn from the data, but a new design or flow is necessarily based on some amount of assumptions, so it requires validation. That said, an A/B test does not tell you why something didn't work. You can make further assumptions based on the results and develop new hypotheses, but it never tells you why. Typically you would do some kind of qualitative UX research on a prototype or even static concepts beforehand to identify these kinds of issues before you even expend the effort to do a live A/B test. Far cheaper to do a study with 6-12 people and a prototype than to build out a full, functioning A/B test experience. It's possible the flow they created was generally better but perhaps it had one fatal flaw. Perhaps that flaw could easily be remedied once identified. A/B testing is just one small part of a good UX process.