AB tests are where product ideas go to die.

“Let’s just make a decision, we need to move forward. We can always just AB test that.” - said every frustrated leader

The process of AB testing is slow. It often assumes you have a good decision that can be optimized. In the ideation stages of product design, focusing narrowly on a single direction is not ideal.

AB testing at this stage demands a level of development commitment that can lead to increased costs, making it less suitable for the exploratory nature of iterative design.

AB testing is valuable in specific situations for fine-tuning solutions in production. However, it is often a misdirection to avoid engaging in deeper, more challenging discussions to find the most effective solutions for users. Innovation requires an iterative approach, yet many product leaders lack structured processes to manage and embrace this uncertainty.

It’s a red flag if the team can't:

→ Align to see the potential of an idea
→ Drive forward with uncertainty
→ Depend on each other to figure it out
→ Work through timelines together

It takes design iteration, a focused approach, and a willingness to work to get better solutions. Fortunately, our customers use Helio to quickly assess ideas' usability, viability, desirability, and comprehension through multivariate concept testing. It’s less stressful. Stronger signals.

You can quickly iterate and test significantly more ideas in a shorter period before even beginning the development process.

Jump into the LinkedIn comments