A question for tech folks, particularly in terms of analytics and telemetry: From what I remember during my brief time at King Games, there was an emphasis on A/B tests. I have some questions about my understanding of A/B tests versus what they actually are (thread).
If that's the case, though, where do control groups fit in? Based solely on the sorts of user-experience-damaging changes that companies like Twitter appear to make in such a blithe manner, is there any consideration given to other, less measurable effects?
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I’ve observed its really hard to know the impact of a test on things that can’t be measured. User research is supposed to cover that, but is often stretched thin. It helps that flighting info is usually recorded with every interaction, including support/feedback requests
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Sorry, "flighting info"?
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