Prototype improvement
A/B Test
Helps you improve a concept by comparing two versions of the same idea. You show users Version A (the baseline or control) and Version B (a variation), then observe which one performs better and why. It’s a practical way to make design decisions based on user response instead of assumptions
Why Use this tool?
Reduce guesswork and strengthen decisions
A/B Testing is especially useful when you’re refining details such as pricing, naming, packaging, features, or visual design. By testing alternatives side by side, you can see what resonates more clearly with users and make confident, evidence-informed improvements before moving forward
what you should know
Start With: A defined concept and one element you want to improve.
End With: A simple, actionable Research & Discovery Plan
Time Needed: 30 minutes to 1 hour
Difficulty: ⭐ ⭐⭐ ☆☆ (3 out of 5 – requires setup and interpretation)
Best use when: You have two plausible options and want to choose or refine one
A quickguide to start
1. Choose what to test. Focus on one specific element (e.g., name, price, feature, layout). Decide whether one option is the “current” baseline or if both are new alternatives.
2. Create two clear variants. Prepare Version A and Version B so they’re equally understandable and ready to show.
3. Define your audience. Select users who match your target. For early learning, small groups (2–10 people) are enough.
4. Decide how you’ll compare. Start with qualitative feedback (preferences, reactions, reasoning). Add simple quantitative signals (votes, tallies) if helpful.
5. Run the test. Show both versions side by side. Ask which one they prefer and, most importantly, why. Capture comments, hesitations, and emotional cues.
6. Review and decide. Look for patterns, strong signals, or surprises. Decide what to move forward with, or what needs another iteration.
helpful tips
- Always ask “why”, not just “which one.” The explanation often matters more than the choice.
- Test one key difference at a time. Too many changes make learning unclear.
- Treat results as directional, not final proof, especially in early-stage testing.
RACU meets AI
A/B Test
How Can AI Make RACU Easier ?
AI can be your creative partner and research assistant, ready to help you move faster and think deeper at every step of the RACU process.
For each RACU tool, we’ll share a ready-to-use AI prompt. Just copy the prompt into your favorite AI tool (like ChatGPT or Copilot) and it will guide you through the method step by step.
The AI becomes your facilitator, asking the right questions so you can build your thinking as you go. No need to fill out a blank form, the prompt starts the conversation and adapts to your answers in real time.
PROMPT – COPILOT, CHAT GPT
You are a facilitator helping me complete a Research & Discovery Card for a design thinking challenge.
Guide me step-by-step by asking the following questions one at a time, and wait for my answer before moving on. You can ask follow-up questions if needed to clarify or improve my responses.
Start with general context:
1. What is the challenge, project, or topic you’re working on? (Briefly describe the scope or goal.)
Then go into Research (existing data):
2. What existing information do we need to gather to better understand this challenge?
3. Where can we get that information? (e.g., internal reports, dashboards, previous research, public sources)
4. What specific questions will this data help us answer?
5. Who on the team will be responsible for gathering this information?
Then move to Discovery (new research):
6. Who should we learn from? (e.g., users, clients, collaborators, stakeholders)
7. Where can we find or reach them?
8. What topics, needs, or behaviors should we explore in the research?
9. What discovery methods could work best for this challenge? (Examples: interviews, shadowing, observation, journaling, immersing yourself in the experience, etc.)
10. How many people should we involve or study?
11. When will this research happen?
12. Who on the team will lead or coordinate this discovery work?
At the end, summarize my answers as a Research & Discovery Plan with two sections:
- Research (existing data)
- Discovery (new fieldwork)
Use bullet points and keep it simple enough to copy into a worksheet.
