{"id":8512,"date":"2016-10-31T12:29:57","date_gmt":"2016-10-31T12:29:57","guid":{"rendered":"https:\/\/www.discoverpassenger.com\/?p=887"},"modified":"2026-08-07T07:26:01","modified_gmt":"2026-08-07T06:26:01","slug":"experimentation-is-vital-improving-apps-with-data-driven-decisions","status":"publish","type":"post","link":"https:\/\/www.masabi.com\/es\/news\/experimentation-is-vital-improving-apps-with-data-driven-decisions\/","title":{"rendered":"Experimentation is vital: Improving apps with data-driven decisions"},"content":{"rendered":"
With everything we build here at Passenger we ask ourselves, where’s the value? We like to map out objectives, run tests and evaluate the outcome. Successful tests become part of the wider product suite, while unsuccessful tests get rolled back and the lessons learnt incorporated into future features.<\/p>\n

Experimentation is vital to the continued progression and evolution of the products we develop, but it doesn’t have to be as scary as it sounds. One technique we use is A\/B testing<\/a>, in which a percentage of users are split into two groups. Users in the A control<\/em> group do not receive any changes whilst users in the B variation<\/em> group get to trial the new feature.
\n<\/span><\/p>\n

We like to work to the KISS methodology<\/a> (Keep It Simple, Stupid) promoting simplicity in favour of unnecessary complexity. It may seem counter-intuitive when working with customers on behalf of their users, but a lot of experimentation is around removing functionality and streamlining any perceived complexity where possible. In a world where developers are usually paid to deliver features, this approach champions the users and keeps what they are trying to achieve with the apps firmly in the forefront of our minds.<\/span><\/p>\n

During our tests both groups of users are still able to use the app in the way they know and love, but a few lucky ones will get an extra feature or tweaked interface. For the most part the user has no knowledge that they are participating in an experiment and at the end of a defined period we draw our conclusions based on the data collected instead of rolling the dice based on a gut feeling. <\/span><\/p>\n

To make an informed decision a metric has to be recorded and the time frame agreed. Conversion rate<\/a> is one of the more popular metrics to measure, as this registers if a user has been able to complete the desired task (e.g. purchase). <\/span><\/p>\n

Possible outcomes of an experiment are:<\/span><\/p>\n