Designing with Data: Improving the User Experience with A/B Testing

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O'Reilly Media, Incorporated, 2017 - Computers - 337 pages

On the surface, design practices and data science may not seem like obvious partners. But these disciplines actually work toward the same goal, helping designers and product managers understand users so they can craft elegant digital experiences. While data can enhance design, design can bring deeper meaning to data.

This practical guide shows you how to conduct data-driven A/B testing for making design decisions on everything from small tweaks to large-scale UX concepts. Complete with real-world examples, this book shows you how to make data-driven design part of your product design workflow.

  • Understand the relationship between data, business, and design
  • Get a firm grounding in data, data types, and components of A/B testing
  • Use an experimentation framework to define opportunities, formulate hypotheses, and test different options
  • Create hypotheses that connect to key metrics and business goals
  • Design proposed solutions for hypotheses that are most promising
  • Interpret the results of an A/B test and determine your next move

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About the author (2017)

Rochelle King is Global VP of Design and User Experience at Spotify where she is responsible for the teams that oversee user research and craft the product experience at Spotify. Prior to Spotify, Rochelle was VP of User Experience and Product Services at Netflix. where she managed the Design, Enhanced Content, Content Marketing and Localization teams at Netflix. Collectively, these groups were responsible for the UI, layout, meta-data (editorial and visual assets) and presentation of the Netflix service internationally across all platforms. Rochelle has over 14 years of experience working on consumer facing products. @rochelleking

Dr. Elizabeth Churchill is a an applied social scientist working in the area of social media, interaction design and mobile/ubiquitous computing. She is currently Director of Human Computer Interaction at eBay Research Labs (ERL) in San Jose, California.

She was formerly a Principal Research Scientist at Yahoo! Research, where she founded, staffed and managed the Internet Experiences Group. Until September of 2006, she worked at the Palo Alto Research Center (PARC), California, in the Computing Science Lab (CSL). Prior to that she formed and led the Social Computing Group at FX Palo Laboratory, Fuji Xerox's research lab in Palo Alto.

Originally a psychologist by training, throughout her career Elizabeth has focused on understanding people's social and collaborative interactions in their everyday digital and physical contexts. She has studied, designed and collaborated in creating online collaboration tools (e.g. virtual worlds, collaboration/chat spaces), applications and services for mobile and personal devices, and media installations in public spaces for distributed collaboration and communication. In addition to being instrumental in the creation of innovative technologies, she has contributed to academic research through her publications in theoretical and applied psychology, cognitive science, human-computer interaction and computer supported cooperative work. With over 100 peer reviewed publications and 5 edited books, topics she has written about include implicit learning, human-agent systems, mixed initiative dialogue systems, social aspects of information seeking, digital archive and memory, and the development of emplaced media spaces. She has been a regular columnist for ACM interactions since 2008.

Elizabeth has a BSc in Experimental Psychology, an MSc in Knowledge Based Systems, both from the University of Sussex, and a PhD in Cognitive Science from the University of Cambridge. In 2010, she was recognised as a Distinguished Scientist by the Association for Computing Machinery (ACM). Elizabeth s the current Executive Vice President of ACM SigCHI (Human Computer Interaction Special Interest Group). She is a Distinguished Visiting Scholar at Stanford University's Media X, the industry affiliate program to Stanford's H-STAR Institute. @xeeliz

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