Gambling On The Big Redesign

Big redesigns with the best intentions aren't guaranteed to perform better. Will you get lucky?

Weeks Effort

% Improvement

Our Practical Takeaways For Running A/B Tests

1. Big Redesigns Are Risky

The point of this game is that there is a great deal of uncertainty about many big redesigns. Some might work and some might not. To increase you chance of success, base them on high confidence design principles, user research and past test data. Consider taking an iterative and experimental approach instead to minimize risk.

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