Module 3: Prototyping, Testing & Experimentation
In A/B testing, two different versions of a product or service are compared directly. The two versions can have completely different core functionalities or only differ in the arrangement of components. Several use cases exist:
- Users are shown both options and are asked to choose between them. Additionally, it is useful to ask for the reason behind this decision.
- Participants are divided into two groups (A and B). One group employs one version of the product/service (A); the other group, in contrast, tests the alternative or modified version of the product/service (B). This can also be done digitally, for example, by comparing user interaction with different website designs.
By observing users’ reactions along given categories (both quantitative and qualitative), the users’ preference and the potential of the different versions can be compared directly. This testing method allows the direct validation of competing options, and subsequently, a data-driven decision with which version to move forward.
- Enables to simultaneously gather feedback for two or more version
- Supports decision making with actual, verified data through direct comparison of several versions of a proposed solution