How A/B testing can fuel your creativity
Graphic Design

How A/B testing can fuel your creativity

How A/B testing can fuel your creativity

Far from killing creativity, A/B testing can unleash it, argues Phil Williams, UX designer at PRWD. Phil Williams It’s methodical, calculated and many believe, unimaginative. A/B testing is a scientific process which draws insights from vast amounts of quantitative and qualitative data. We draw hypotheses from this data, make improvements and set it against the control as a test. But to what extent does testing kill creativity in our industry? The truth, I believe, is that A/B testing your site actually encourages a far greater level of creativity, since it makes us ask that all important question: ‘What if..?’ What if we removed that image, flipped the layout, or changed the process completely? These are fundamental questions often only asked after a session of rigorous user testing. After we’ve asked the all-important ‘if’ question, we come to the ‘why’ and the ‘how’. For example, ‘why should we alter the site map, and how should we do it?’ Subscription offer Asking these questions enables creativity to enter into every stage of the optimisation process, as creative teams are less afraid to voice any questions or ideas over fear of upsetting the status quo. Think back to childhood. You could ask […]

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