Large Scale Experimentation at Spotify

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When you want to scale the number of A/B tests to do many experiments at the same time, you need to adopt your processes and platform, and it might also impact your culture, claimed Ben Dressler, experimentation lead at Spotify.

Doing product research with controlled experiments helps to confront your ideas about how customers will use your product in reality, and check if those ideas actually impact user behaviour.

Most of the time its ok if users participate in several A/B tests at once, since the randomised assignment will even out any impact across your test groups. It does become a problem if you generate conflicting experiences for some users, for example serving white text in one test and white background in another, said Dressler.

Source: Infoq

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