Designing with Data: Improving the User Experience with A/B Test...

DesigningwithData:Improvingthe

UserExperiencewithA/BTesting

RochelleKing

ElizabethFChurchill

CaitlinTan

Beijing•Boston•Farnham•Sebastopol•Tokyo

SpecialUpgradeOffer

Ifyoupurchasedthisebookdirectlyfromoreilly.com,youhavethefollowing

Ifyoupurchasedthisebookfromanotherretailer,youcanupgradeyourebookto

takeadvantageofallthesebenefitsforjust$4.99.Clickheretoaccessyour

ebookupgrade.

Pleasenotethatupgradeoffersarenotavailablefromsamplecontent.

PraiseforDesigningwithData

“Aclear,approachableandcommonsenseguidetomasteringdata-drivendesign—askillsetthatis

becomingmandatoryforthe21stcenturydesigner.Thisbookisaninvaluablecontributiontoour

profession.”

“King,Churchill,andTanhaveproducedamagnificentlyaccessibleintroductiontodesigningmodern

moderndatascience.”

“A/Btestingisbecominganessentialcomponentofdigitalproductdevelopment,andit’svitalfor

designerstoembraceitasatooloftheirtrade.Thisbookprovidestheperfectintroductiontoitand

givespracticaladviceforhowtoapply,execute,andanalyzeA/Btestingsuccessfully.”

“Asanelegant,informedblendofconcretecasestudiesandrigorousknowledgeaboutdataanalysis,

thisbooknotonlywillhelpdesignpractitionersfamiliarizethemselveswithA/Btesting,butwillalso

provideanapproachtointegratingdataandanalyticalmethodsintotheoveralldesignand

developmentprocess.”

—NALINIP.KOTAMRAJU,HEADOFUSERRESEARCH&ANALYTICS,SALESFORCE

Foreword

Thisbookoffersasimplebutexcitingpromiseforanyoneinvolvedwiththe

thisapproachwithyourexistingdesignpracticestoamplifytheimpactofeach

design:fromidentifyingtheproblemyouaresolving,todesigningfor

experimentation,tolearningfromthedata.

fromdesigningwithdataeverysingleday.

COLINMCFARLAND,

HEADOFEXPERIMENTATIONATSKYSCANNER