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a-b_testing [2018/08/21 11:30]
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 There has been recent interest in applying A/B testing to interactive voice response systems (IVRs), again with a focus on critical binomial outcome variables such as self-service task success rates. There has been recent interest in applying A/B testing to interactive voice response systems (IVRs), again with a focus on critical binomial outcome variables such as self-service task success rates.
  
-To set up an A/B test, it is necessary to have working versions of both designs and a mechanism for randomly directing incoming calls to one of the two designs plus a way to record which is the better performing design. Without going into a lot of detail here, there are ways to statistically assess the results of this type of experiment, either with a classical test of significance or by computing binomial confidence intervals (Sauro & Lewis, 2012).+To set up an A/B test, it is necessary to have working versions of both designs and a mechanism for randomly directing incoming calls to one of the two designs plus a way to record which is the better performing design. Without going into a lot of detail here, there are ways to statistically assess the results of this type of experiment, either with a classical test of significance or by computing binomial confidence intervals ([[references#​sauro2012|Sauro & Lewis, 2012]]).
  
 It's probably a wise idea to conduct the design performance comparison as early in the process as possible. The further into the development life cycle, the more expensive the change will be. Wizard of Oz Testing (WoZ) is a great method in this situation, because it can be employed long before any development work has begun ([[Usability Testing]]). It's probably a wise idea to conduct the design performance comparison as early in the process as possible. The further into the development life cycle, the more expensive the change will be. Wizard of Oz Testing (WoZ) is a great method in this situation, because it can be employed long before any development work has begun ([[Usability Testing]]).