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Rule out Chance in the measured impact of changes

Rule out Chance
More/better information through methodology and related work from others

51 AB Test Tooling & Process Documentation eg Hypthesis capture, sort, refine, Documentation
59 Knowledge Snacks

not just A/B Testing
consider work by brand & UX

  • usability tests/labs
  • audience research
  • competitor intel.
  • qualitative data

Normal Distribution - Galton Board

Lukas Vermeer Talk

“The value of A/B testing and experimentation comes not in the tests themselves, but in how well the company understands their customers’ wants and needs, and in the skill of the people running the experiments.”