Is A/B Testing Faster than Usability Testing at Getting Results?

Summary: If A/B testing can quickly show which design is best, why should a UX team bother doing usability studies and other user research?

by

Topics:

Is A/B Testing Faster than Usability Testing at Getting Results?

 to watch NN/g videos

Related Article

Putting A/B Testing in Its Place

Measuring the live impact of design changes on key business metrics is valuable, but often creates a focus on short-term improvements. This near-term view neglects bigger issues that only qualitative studies can find.

Video Author

Jakob Nielsen, Ph.D., is a retired principal and co-founder (with Dr. Donald A. Norman) of the Nielsen Norman Group. Jakob established the "discount usability engineering" movement for fast and cheap improvements of user interfaces and invented the heuristic evaluation method.

Learn More

Subscribe to the weekly newsletter to get notified about future articles.

Videos