Karl Gills

Karl Gills is the founder of AG Consult and an expert in optimizing websites for better results through A/B testing and quantitative user research.

In How to create better A/B tests based on User Research, recorded at UX Poland in 2015, Karl Gills connects two practices that are often run separately: user research and split testing. The talk covers using research to decide what is worth testing, so experiments start from observed usability problems rather than hunches.