Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s 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
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?"
Or choose a question:
More Videos
"Forrester found that design thinking teams move twice as fast from idea to market because they’re closer to their users."
Doug PowellDesignOps and the Next Frontier: Leading Through Unpredictable Change
September 11, 2025
"The harms of technology typically fall on non-users and worse-off groups in society."
Cennydd BowlesResponsible Design in Reality
June 9, 2021
"Design purists weren’t happy about helping developers ‘do design’, but we realized they would do it anyway, so we helped them do it better."
Nora Tejeda Giovanna AlonsoScaling Design Capabilities at BBVA Through a Self-service Design Model
June 10, 2021
"Scale is about doing less while having greater impact."
Theresa Slate Erin RobertsonWhy Changing Hearts & Minds Doesn’t Work When Promoting DE&I Efforts, but Checklists Do
October 4, 2023
"Browsers are considered absolutely critical to business given organizations' reliance on web apps and software that's easy to update."
Sharon BautistaTime to Make the Donuts: How User Research Helped Bridge Disparate Teams
January 8, 2024
"Optimal performance is about making external conditions match your goals."
Jacqui FreyFlow and Superfluidity for Design Orgs
November 7, 2018
"Racialization is a dynamic complex technology arising in all societies; centering othering is key to social research."
Florence OkoyeAfroFuturism and UX Research
March 27, 2023
"The challenges we face are real, but so is our capacity to respond creatively and courageously."
Brendan JarvisIt was the Best of Times. It was the Worst of Times.
September 25, 2024
"We learned that hiring for the specific design team’s needs works better than a one-size-fits-all DPM approach."
Brennan HartichCommunicating and Establishing DesignOps as a New Function
November 7, 2018
