- Many teams fail to run experiments properly and make risky decisions 

Claremont Graduate University

- Analytics-based experiment to test differences in products, which help decide which variation of design is the best 

A/B Testing or Multivariate Testing

World Leaders in Research-Based User Experience. (n.d.). Quantitative user-research methodologies: An overview. Nielsen Norman Group. Retrieved March 5, 2022, from https://www.nngroup.com/articles/quantitative-user-research-methods/ 

Quantitative user-research methodologies: An overview

- Testing several design elements at once 

Multivariate Testing 

A/B Testing or Multivariate Testing--Drawback 

Test two different versions of the same UIs

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