A/B Testing

When to use:

When needed to get answers for specific questions about an interface.

How to use:

1. Make small modifications in the interface and show each version to two different groups of users;

2. Compare the results each version gets.

Advantages:

- Measures statistically which design generates better results;
- In Usability Hub you can ask prewritten follow-up questions (e.g.‘Why you chose this one over the other?’).

Disadvantages:

- It doesn’t reveal “why” one design is preferred over the other. It should be supplemented with qualitative methods to dive deeper;
- It can’t uncover large problems.

Tool(s) used at Studyportals:

Usability Hub.