Brian Christian's long Wired feature on A/B testing does a good job of explaining the quiet revolution in product design we've experienced this century, the modes of thought that habitual A/B testing encourages, and the drawbacks to those modes. A lot of the products and services we use today are designed to a turn that makes the previous technologies look like stone axes. That's largely thanks to the ability to run multivariate tests on vast sets of diverse design-choices and quickly converge on optimal solutions that are continuously and automatically refined.
For that same reason, A/B increasingly makes meetings irrelevant. Where editors at a news site, for example, might have sat around a table for 15 minutes trying to decide on the best phrasing for an important headline, they can simply run all the proposed headlines and let the testing decide. Consensus, even democracy, has been replaced by pluralism—resolved by data...
Google insiders, and A/B enthusiasts more generally, have a derisive term to describe a decisionmaking system that fails to put data at its heart: HiPPO—”highest-paid person’s opinion.” As Google analytics expert Avinash Kaushik declares, “Most websites suck because HiPPOs create them...”
One consequence of this data-driven revolution is that the whole attitude toward writing software, or even imagining it, becomes subtly constrained. A number of developers told me that A/B has probably reduced the number of big, dramatic changes to their products. They now think of wholesale revisions as simply too risky—instead, they want to break every idea up into smaller pieces, with each piece tested and then gradually, tentatively phased into the traffic.
The A/B Test: Inside the Technology That’s Changing the Rules of Business
Despite Trump’s denial of climate change the the ghastly attacks on climate science and mitigation in the new proposed budget, the Carbon Bubble — which overprices hydrocarbons and the industries that rely on them, as though we’ll be burning all of them with impunity — is about to pop.
My latest Publishers Weekly column announces the launch-date for my long-planned “Shut Up and Take My Money” ebook platform, which allows traditionally published authors to serve as retailers for their publishers, selling their ebooks direct to their fans and pocketing the 30% that Amazon would usually take, as well as the 25% the publisher gives […]
The Irish Pub Company offers Irish pub interiors in six styles: “Modern,” “Brewery,” “Shop,” “Country,” “Celtic” and “Victorian.” Choose your package and they’ll ship you a bar, as well as “flooring, decorative glass, mirrors, ceiling tiles, light fixtures, furniture, signage, and bric-a-brac.”
The Lightning port has thus far resisted the cruel fate that befell the headphone jack, and despite rumors that it may be disappearing come iPhone 8, for the present and foreseeable future, Lightning cables are a hot commodity for iPhone users. As such, we must make do in this strange time in which long, glorified […]
All the filters in the world won’t save your smartphone pics from a shaky hand. To really step up your mobile photography game, you’ll need some kind of mount to hold it steady. You could buy a smartphone attachment for a conventional camera tripod, but who wants to carry that kind of gear everywhere they […]
The forced transition from analog to digital TV signals was probably met with relative indifference from people with Netflix subscriptions and the “I don’t even own a TV” snoots. But anyone living in the vast swaths of the country that don’t have guaranteed high-speed internet, broadcast TV is a perfectly valid (and 100% free) way […]