HiPPOs and A/B Tests

This 20 minute video from videolectures.net is good food for thought. It's got some great anecdotes about some big industry players and how hard it is to guess how users will react to UI changes. Well worth watching when you get a chance.


Practical Guide to Controlled Experiments on the Web:
Listen to Your Customers not to the HiPPO
Ron Kohavi