Summary
In this session, we’ll unlock the transformative power of experimental research methods, inspired by best practices in the social sciences. We’ll explore what these techniques are and how they can be used to reveal powerful insights, drive innovation. You’ll also learn how to get started, how to apply them in ethical and rigorous ways, and why these methods are essential for deep, psychology-driven insights.
Key Insights
-
•
Experimental research goes beyond AB testing by revealing why changes work, revealing causation instead of just correlation.
-
•
Testing 20 trust signals simultaneously in one experiment is far more resource-efficient than running 20 separate AB tests.
-
•
Trust is multi-dimensional; measuring it at both platform and individual pro levels offers a more holistic understanding.
-
•
Random assignment and control groups are essential for isolating effects and attributing results to manipulated variables.
-
•
Half of the 20 trust signals tested had statistically significant positive effects on overall trust in Thumbtack.
-
•
Ten trust signals demonstrated broad impact across all eight trust metrics, providing a clear prioritization roadmap for product teams.
-
•
Experimental research can help product teams prioritize smartly by focusing on hypotheses likely to succeed before costly AB tests or full launches.
-
•
Ethics in experimentation require transparency, informed consent, and minimization of harm to participants.
-
•
Hypothetical scenarios in experiments improve control but have limitations in ecological validity, which can be addressed by validating in live products.
-
•
Understanding that correlation does not equal causation is crucial for UX researchers to avoid misleading conclusions and to rely on experiments.
Notable Quotes
"When we hear experiment, most think AB testing, but experimental research goes beyond to uncover the why behind outcomes."
"The independent variable is what you manipulate, dependent variable is what you measure to see if there’s an effect."
"Randomization ensures differences between groups come from the variable tested, not external factors."
"Half of the trust signals had a statistically significant positive effect on overall trust in Thumbtack, which is a big deal."
"Testing 20 trust signals simultaneously saved significant time and resources compared to running individual AB tests."
"Trust is complex, so we measured eight different trust-related outcomes at both the platform and professional level."
"Ethics are foundational in experiments since manipulating variables can impact participants' perceptions and emotions."
"Correlation does not equal causation. To say X causes Y, you’ve gotta do an experiment."
"Experimental research bridges the gap between curiosity and action by turning ideas into evidence and evidence into impact."
"Start small with one clear testable hypothesis and build from there to make experimental research approachable."
Or choose a question:
More Videos
"We found patterns that product teams didn’t expect or even want to look for."
Ian JohnsonLatent Scope: Finding structure in unstructured data
June 11, 2025
"Everyone already uses accessibility features whether you have a disability or not."
Sam ProulxAccessibility: An Opportunity to Innovate
September 8, 2022
"The best products come from marrying analytics with human stories."
Prayag Narula Hannah HudsonEmpowering Designers to do Good Research
March 11, 2022
"Maturity is not linear; the tanker company had a lot to learn from the speedboat, and vice versa."
John CutlerOxbows, Rivers, and Estuaries: How to navigate the currents of change (without burning out)
December 3, 2024
"Design and research people must report to leaders who understand their functions, or else they get assigned irrelevant tasks like social coordinator."
Anna Avrekh Amy Jiménez Márquez Morgan C. Ramsey Catarina TsangDiversity In and For Design: Building Conscious Diversity in Design and Research
June 9, 2021
"Every AI conversation thread is important; mixing contexts confuses the AI."
Noz UrbinaRapid AI-powered UX (RAUX): A framework for empowering human designers
May 1, 2025
"No one knows how to cook with the new ingredients of technology yet, and that’s why we face ambiguity and uncertainty."
Greg PetroffEverything is About to Change: Software as Material
June 8, 2016
"Service design is product strategy."
Andy Polaine Lavrans LøvlieWhat is the role of service design in product-led organizations?
December 3, 2024
"What is your design footprint? Because we do the things we do for a reason."
Patrizia BertiniDesignOps + KPIs = Measure your Impact!
January 8, 2024
