Improving Library User Experience with A/B Testing: Principles and Process

• DOI: 10.3998/weave.12535642.0001.101
• Publication Date: 2014-10-06T09:54:14Z
• Authors: Scott W. H. Young
• Keywords: User experience; 0202 electrical engineering, electronic engineering, information engineering; library user experience; 02 engineering and technology; A/B testing; Bibliography. Library science. Information resources; Z

This paper demonstrates how user interactions can be measured and evaluated with A/B testing, a user experience research methodology. A/B testing entails a process of controlled experimentation whereby different variations of a product or service are served randomly to users in order to determine the highest performing variation. This paper describes the principles of A/B testing and details a practical web-based application in an academic library. Data collected and analyzed through this A/B testing process allowed the library to initiate user-centered website changes that resulted in increased website engagement and improved user experience. A/B testing is presented as an integral component of a library user experience research program for its ability to provide quantitative user insights into known UX problems.