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 Consensus, even democracy, has been replaced by pluralism—resolved by data...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
Documents on an unprotected, network-connected drive owned by an employee of Nokia shed light on the inner workings of Russia’s networked surveillance system known as SORM (Russian: COPM).
Thomas Piketty, the French economist behind 2014's game-changing Capital in the 21st Century, has a new book, Capital and Ideology (out in France now, coming in English in 2020), which uses the same long-run economic series that Capital 21C benefited from to understand the relationship between wealth and ideology. Central to Piketty's thesis: that it's […]
The real estate bubble is in trouble: London's luxury housing market has been in freefall for years, and New York's retail vacancy has been soaring, even as global super-luxe housing is also tanking.
Life isn’t getting any less hectic, and pressure cookers are a quick, healthy solution for a growing number of kitchens. But if you thought your Instant Pot was versatile, there’s a major upgrade on the market: The Yedi 9-in-1 Total Package Instant Programmable Pressure Cooker. If you’ve somehow never used a pressure cooker before, try […]
When it comes to data analytics or deep learning, there’s one language behind the apps and algorithms that power the biggest companies of today: Python. The best part about this tool is that as versatile as it is, it’s actually fairly easy to learn. But mastery? For that, you need more than just a beginners’ […]
Your smartphone’s GPS is a modern necessity for some trips, but how do you use it safely? It’s been a problem ever since phones went mobile. A certain phone mount even shelled out the money for a commercial during the Big Game, so clearly there’s a market for the solution. Turns out there are a […]