Going Beyond A/B Testing: Insights from Waitrose's UI Design Process
Watch the full talk here. Waitrose effectively utilizes user experience (UX) research to inform their user interface (UI) design. Chloe, the UX research manager, and Sebastian, the senior web designer, address the limitations often associated with A/B testing, and how a deeper understanding of user behavior can drive better design decisions. A/B testing displays two design variations to users, but it often fails to uncover the reasons behind user behavior or the overall impact on their experience.