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Is A/B Testing Faster than Usability Testing at Getting Results?

Summary: If A/B testing can quickly show which design is best, why should a UX team bother doing usability studies and other user research?

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https://www.youtube.com/watch?v=6-j5My77tIU

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Putting A/B Testing in Its Place

Measuring the live impact of design changes on key business metrics is valuable, but often creates a focus on short-term improvements. This near-term view neglects bigger issues that only qualitative studies can find.

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Jakob Nielsen, Ph.D., is a User Advocate and principal of the Nielsen Norman Group which he co-founded with Dr. Donald A. Norman (former VP of research at Apple Computer). Dr. Nielsen established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and has invented several usability methods, including heuristic evaluation. He holds 79 United States patents, mainly on ways of making the Internet easier to use.

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