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How Netflix Does A/B Testing

A/B testing is the most reliable way to learn user behaviors.

The idea of A/B testing is to present different content to different user groups, gather their reactions, and use the results to build strategies in the future.

Are your intuitions correct? Sadly, when it comes to user behavior, our intuitions could be wrong—and the only way to prove it is through A/B testing

A/B testing is the best way to validate whether one UX design is more effective than another.

Knowing your user is the most exciting part of the design process. There is no finished design, but many chances for iteration to improve the design and give our users the best experience possible.