PHILIP BURGESS

By Philip Burgess - UX Research Leader In UX research, we often ask: “Which design works best for users?”  While qualitative methods help us uncover why users struggle , A/B testing allows us to validate those findings at scale and connect them directly to business outcomes. What Is A/B Testing in UX Research? A/B testing (also called split testing ) is a controlled experiment where you compare two or more design variants  to see which one performs better against a defined go