Yes, you can do A/B testing to find out if users are more likely to click on a blue or an orange button, but no amount of A/B testing is going to create a delightful product.
Iteration is not design
Todd Olson

But surely the point of A/B testing is to gauge those emotional responses from real users, and allows the designer to implement something that is proven, rather than assumed. The process of testing does not mean to remove skilled designers, it is meant to support them.

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