This morning, my team discussed the benefits and drawbacks of large-scale A\/B testing. \u00a0Websites like Google and Amazon often use A\/B testing where they randomly show some of their users a new version of a webpage, and measure whether the outcomes are different: a better click-through rate, for example. \u00a0There’s a lot be learned in this kind of testing. \u00a0It’s a powerful method for websites to learn about how design changes, both major and minor, can impact how users complete their task.<\/p>\n
However, it doesn’t give you a complete picture. \u00a0It tells you what happened, but it doesn’t tell you why it happened. \u00a0One of the differences between good user research and great user research is in what you learn and how you can apply that information in the future.<\/p>\n
In good user research, you learn that something happened. \u00a0Maybe you’ve learned that a user is completely blocked from finishing a task. \u00a0Maybe you’ve learned that users can complete their task 20% faster. \u00a0Maybe you’ve learned that, while they’re not doing anything faster, their satisfaction ratings are higher than usual. \u00a0Each and every one of these findings is important.<\/p>\n
Each and every one of those findings can be made better if you know the reason behind it. \u00a0Sometimes it’s reasonably obvious, but oftentimes it’s not1<\/a><\/sup>. \u00a0When you know the reason why a change has improved or degraded the user’s experience, you have a better opportunity to innovate in the future. \u00a0You only have data. \u00a0You don’t have insight.<\/p>\n Good user research allows you to react. \u00a0It allows you to evolve your designs. \u00a0With good user research, you will make improvements. \u00a0Your application will be better.<\/p>\n Great user research allows you to learn more about your users. \u00a0It gives you insight into how they think and what they’re trying to accomplish. \u00a0It allows you to make intuitive leaps and to truly innovate. \u00a0With great user research, your greater understanding of your users will allow you to make improvements to your whole business, not just your application. \u00a0Your business will be better.<\/p>\n This morning, my team discussed the benefits and drawbacks of large-scale A\/B testing. \u00a0Websites like Google and Amazon often use A\/B testing where they randomly show some of their users a new version of a webpage, and measure whether the outcomes are different: a better click-through rate, for example. \u00a0There’s a lot be learned in … Continue reading the difference between good user research and great user research<\/span> \n