Rosenverse
Get Your Whole Team Testing to Design for Impact

Log in or create a free Rosenverse account to watch this video.

Log in Create free account

100s of community videos are available to free members. Conference talks are generally available to Gold members.

Get Your Whole Team Testing to Design for Impact

Wednesday, July 24, 2024 • Rosenfeld Community
Share the love for this talk
Get Your Whole Team Testing to Design for Impact
Speakers: Erin Weigel
Link:

Summary

Experimentation can be intimidating to non-data science folk. But Erin wants to get everyone excited about A/B testing. In this talk, Erin shares the Conversion Design process. It centers A/B testing as a way to gather high-quality evidence to make highly informed decisions to improve your digital product. She also introduces the Good Experimental Design toolkit. These easy-to-follow templates usher teams through the logic needed to design trustworthy experiments that you can learn from.

Key Insights

  • •

    Conversion design combines design, science, and business to intentionally create measurable improvements, not just arbitrary changes.

  • •

    Ronald Fisher’s 1919 work exposed how poor experimental design led to decades of unreliable scientific data.

  • •

    Conversion originates from the Latin word meaning to transform or change, which is broader than just sales or profit.

  • •

    Traditional linear product development processes miss the complex, iterative nature of real-world systems.

  • •

    Systems thinking offers a more accurate way to understand and manage design experiments within interconnected environments.

  • •

    A rigorous conversion design process includes seven phases: understand, hypothesize, prioritize, create, test, analyze, and decide.

  • •

    Experiments grounded in well-documented hypotheses based on research have higher success rates than guesses.

  • •

    Randomized 50/50 AB testing is the gold standard for isolating the true effect of design changes by evenly distributing confounds.

  • •

    Experimentation buckets—product foundations, content/motivation, accessibility/usability, and bug fixes—help prioritize work effectively.

  • •

    Ethical considerations and guardrail metrics are crucial to ensure changes benefit all stakeholders sustainably and without manipulation.

Notable Quotes

"Conversion means change, not just sales or profit."

"Design is the rendering of intent — bringing ideas into form that solve the problem."

"Decades worth of agricultural experimental data was garbage because of poor experimental design."

"Most product teams stay on the bottom rungs of evidence, relying on opinions or observational data instead of randomized trials."

"You can never purely test an idea, only the implementation of the idea."

"Randomization is magic — it evenly distributes confounds so the observed effect is caused by your change."

"Not all changes create value; some do nothing or even make things worse."

"You have to think critically about how a change impacts all stakeholders, not just the main business metric."

"Ethics evolve faster than laws; just because something is legal doesn’t make it ethical."

"If an experiment I design made the front page news tomorrow, how would I feel about it?"

Ask the Rosenbot
Sheryl Cababa
Expanding Your Design Lens with Systems Thinking
2023 • Enterprise Community
Leah Buley
Closing Plenary: The Crisis of Digital
2020 • Advancing Research 2020
Gold
Gillian Salerno-Rebic
Redefining Speed and Scale: How Accenture’s GrowthOS Uses AI-Simulated Insights to Reduce Risk and Accelerate Innovation
2025 • Designing with AI 2025
Gold
Alana Washington
Theme 3 Intro
2021 • DesignOps Summit 2021
Gold
Alnie Figueroa
The Future of Design Operations: Transforming Our Craft
2025 • DesignOps Summit 2025
Gold
Kim Lenox
Leading Distributed Global Teams
2019 • Enterprise Community
Broad Strokes: Connecting Design, Research, and AI to the World Around Us
2023 • Enterprise UX 2023
Gold
Max Gadney
Assessing UX jobs for impact in climate
2024 • Climate UX Interest Group
Anna Poznyakov
Get The Most Out Of Stakeholder Collaboration—and Maximize Your Research Impact
2021 • Advancing Research 2021
Gold
Bilan Hashi
The Tension Between Story Collecting and Story Telling in Research
2021 • Advancing Research 2021
Gold
Louis Rosenfeld
GenAI for UXers: A Rosenbot Demo and Discussion
2025 • Rosenfeld Community
Lona Moore
Scaling Design Beyond Designers
2021 • Design at Scale 2021
Gold
Dave Gray
Liminal Thinking: Sense-making for systems in large organizations
2015 • Enterprise UX 2015
Gold
Uday Gajendar
Theme Four Intro
2023 • Enterprise UX 2023
Gold
Matt Stone
Scaling Empathy, A Case Study in Change Management
2021 • Design at Scale 2021
Gold
Kate Towsey
Shaping the future of research ops: Expanding roles and strategies for a more integrated research ecosystem
2025 • Advancing Research 2025
Gold

More Videos

Kate Towsey

"Research ops allows me to indulge my geeky planning spreadsheety side as well as my people-loving supportive side — Saskia, Delivery."

Kate Towsey

The State of ResearchOps: More Than Just Theory

June 20, 2019

Daniel Gloyd

"The epidemic of isolation is tied to digital design that creates connectivity without connection."

Daniel Gloyd

Designing Warmth

February 26, 2025

Francesca Barrientos, PhD

"You need to come up with your own definition of design maturity based on your team’s understanding and context."

Francesca Barrientos, PhD

You Need Your Own Definition of Design Maturity

June 8, 2022

Kara Kane

"The US digital service ecosystem has grown remarkably, showing we’re not alone in this journey."

Kara Kane

Theme One Intro

November 16, 2022

Catherine Courage

"You can’t just focus on product experience; you need to look at the whole customer ecosystem from the first touchpoint."

Catherine Courage

The Enterprise UX Journey: Lessons From the Voyage & The Opportunity Ahead

May 13, 2015

Matt Bernius

"Being trauma-informed means caring for yourself, forgiving your mistakes, and moving forward with humility."

Matt Bernius Sarah Fathallah Hera Hussain Jessica Zéroual-Kara

Trauma-informed Research: A Panel Discussion

October 7, 2021

Sarah Flamion

"Drawing a boundary was the hardest part for me, like stopping drawing the systems."

Sarah Flamion

Complex Problem? Add Clarity by Combining Research and Systems Thinking

March 31, 2020

Bria Alexander

"Always approach from a place of kindness and think about the experience you want people to have as the water that keeps trees bendable."

Bria Alexander Laura Gatewood Corey Long Daniel Orbach Laine Prokay Deanna Smith

The Big Question about Resilience: A panel discussion

September 23, 2024

Jessica Norris

"The best advice I ever received from a colleague was to find something in every project that interests you."

Jessica Norris

ADHD: A DesignOps Superpower

September 9, 2022