To be or not to be? That is a question which is constantly repeated. People often have to face some choices which are hard to make. Designers’ job is also full of the situations when two solutions seem like right but you need to make a choice and not to stumble. When it happens, a creative team runs tests for both to find out which solution is the best. One of the popular methods is called A/B testing. The article describes the facets of A/B testing methodology and shows how designers apply it for UX improvement.
https://uxplanet.org/make-the-right-choice-a-b-testing-for-ux-improvement-a832cbbb1a28/
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