O'Reilly logo

Agile Experience Design: A Digital Designer’s Guide to Agile, Lean, and Continuous by Marc McNeill, Lindsay Ratcliffe

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Do the numbers add up?

There is a danger with using only analytics to shape your digital product and experience development. You could tweak everything based on every little whim, but it takes a good product visionary to really understand how and where to drive innovation. A/B testing is like the 1980s Coca-Cola versus Pepsi challenge all over again. At the outset of the blind taste test, the majority of participants said they preferred Pepsi over Coca-Cola. This campaign had seismic effects for Coca-Cola, yet through additional research Coca-Cola proved that the winning strategy is much more than the initial taste.

THE ANSWER TO THE GREAT QUESTION... OF LIFE, THE UNIVERSE AND EVERYTHING... IS... FORTY-TWO,’ SAID DEEP THOUGHT, WITH INFINITE MAJESTY ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required