Ethics and Effective A/B Testing - Speaker Deck

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Ethics, and Effective A/B Testing

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Dusty Burwell

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Buy! Buy!

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Buy! Buy! Buy!

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Buy! Buy! Buy! Buy!

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Buy! Buy! Buy! Buy!

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Buy! Obtain! Acquire! Purchase!

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Ethics, and Effective Multivariate Testing

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Buy! Buy!

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http://bit.ly/freak-atmospherics

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7th Grade Science Mr. Burwell

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Experiment

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Natural Experiment vs. Controlled Experiment

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Hypothesis

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Hypothesis Buy! = $$$

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Success Metrics

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Success Metrics $$$

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Success Metrics $$$

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Success Metrics $$$

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Variables

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Variables Buy! Buy! vs

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Control Group

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Control Buy!

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Variant (Treatment)

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Variant Buy!

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Ethics & Philosophy

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:-o

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:-o :-)

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:-) :-o :-)

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:-) :-o :-) :-)

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:-) :-o :-) :-) :-) :-)

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:-) :-) :-) :-) :-) :-)

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:-( :-( :-( :-( :-( :-(

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Love is Blind

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The Power of Suggestion

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Common Rule

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The university’s Institutional Review Board approved all procedures.

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We may use the information we receive about you for internal operations, including troubleshooting, data analysis, testing, research and service improvement. EULA, who?

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But, everyone does it!

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Explicit Consent

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Moving fast and breaking things

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Buy! Purchase! Buy! Buy!

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Buy! Purchase! Buy! Buy! Color Text

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Layers

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Color Text

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Buckets

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Color

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0 1 Color 3 2 4 7 6 5 9 8

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0 1 Color 3 2 4 7 6 5 9 8 = % 10

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0 1 Color 3 2 4 7 6 5 9 8 = % 10

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0 1 Color 3 2 4 7 6 5 9 8 = % 10

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0 1 Color 3 2 4 7 6 5 9 8 = % 10

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0 1 Color 3 2 4 7 6 5 9 8 = % 10

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0 1 Color 3 2 4 7 6 5 9 8 = % 10

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0 1 Color 3 2 4 7 6 5 9 8 = % 10

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Color

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Color

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Color

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Color

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Color

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Color Text

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Confounding

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Color Text

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Color Text = ( + Layer) % 10

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Color Text = ( + Layer) % 10

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Data Collection and Analysis

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et al.

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et al. https://vwo.com/ab-split-test-duration/

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Caveats

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Yes, it’s true that a team at Google couldn’t decide between two blues, so they’re testing 41 shades between each blue to see which one performs better. I had a recent debate over whether a border should be 3, 4 or 5 pixels wide, and was asked to prove my case. I can’t operate in an environment like that. I’ve grown tired of debating such miniscule design decisions. There are more exciting design problems in this world to tackle. –Douglas Bowman

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Dusty Burwell @+ https://github.com/dustyburwell/config-proxy

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