ux

If you search the Internet to learn about A/B testing, you’ll find scads of articles bursting with tips for cranking your business performance into the stratosphere. You’ll get blazing hot secrets like… BOOST YOUR CONVERSION RATE BY 300% WITH THIS TINY TWEAK and… DESTROY YOUR COMPETITION USING A STATISTICALLY SIGNIFICANT SHADE OF BLUE…

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I’m not picking on Twitter in particular, but its trajectory illustrates a systemic problem. Designers and programmers are great at inventing software. We obsess over every aspect of that process: the tech we use, our methodology, the way it looks, and how it performs. Unfortunately we’re not nearly as obsessed…

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