A/B Testing for Design

Summary

Testing two design variants against real users to measure which performs better on a specific metric — applying statistical rigor to design decisions rather than relying purely on opinion.

• 1Design 2 variants of the same screen testing one specific hypothesis.
• 2Learn why testing only one variable at a time gives you a clean, trustworthy result.
• 3Understand A/B testing answers 'which performs better', not 'why' — pair it with qualitative research.