Discover UI Design Decisions Of Leading Companies,
From Leaked Screenshots & A/B Tests.

Walmart ran a larger redesign experiment of their navigation. If I observed correctly after triple checking, it was a leap variation with at least 8 changes grouped together. Unfortunately, as of this month it seems that the experiment has stopped with no sight of the variation - hinting at a rejection for whatever reason. In retrospect, I do have some ideas along with my personal and mixed bets on these UI changes. All in all, I suspect a possible confounding situation with some negative changes cancelling out the positive. View Leak

Booking ran a very prominent header experiment on their homepage. In this experiment they directed more traffic towards a dedicated deals page. View Leak

Etsy recently ran an experiment were they floated their buy box on product detail pages. It's a pattern with a pretty good track record of delivering positive results across past experiments. But as many patterns, it doesn't always win. And in Etsy's case, two months after first detecting their experiment, it also seems that they might have rejected their variation - hinting at a superior control. View Leak

Amazon has been noticed a/b testing their product titles styles with at least 3 variants. The first variation stretched the width of the product title. The second variation decreased the font size. While the third variations combined both changes together - possible checking for interaction effects. View Leak

Amazon was noticed A/B/C testing at least 2 wider buy box variations on multiple product detail pages. This was an interesting "intensity" experiment where the same hypothesis (related to layout column widths) was varied with 2 intensities. View Leak

Perhaps this little and rejected a/b test by Etsy might teach us something about price formatting. Sometime in August of 2022 I noticed that some of Etsy's product pages showed price ranges. In other words, prices were showing both low and high end prices for products with customizable options. View Leak

After detecting some success with a more padded button, Bol continued their a/b test iteration. The Dutch online retailer ran an experiment with an even wider add-to-cart button on their product pages. View Leak

Etsy ran this a/b test where they showed additional customer review filters on selected product detail pages. The test was eventually rejected it seems. View Leak

Amazon attempted an image thumbnail experiment on their product pages. Instead using traditional left aligned thumbnails, they shifted them below the main image and increased their size. This is very similar to the left vs bottom thumbnail pattern we started tracking this year. View Leak

Walmart just ran their very own 4 vs 3 column experiment on some of their listing pages. The a/b test seems to have had a similar hypothesis about product tile density to what Etsy ran just a few months ago. View Leak