Observe what people do, not what they say
How Netflix does A/B Testing
Jessie Chen

Google’s Sprint book highlights the importance of observing the way users react to your designs more than what they say about the design during your “Test Day.” Similar to observing actions, reactions to a design are more unguarded and authentic ways to judge what users value (or despise) the most. A great emotional response or aha moment in a user can offer valuable clues for future design directions.

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