We A/B test to prove what the gut already knew.
When experimentation becomes performance, data stops revealing truth and starts confirming belief. A reflection on validation, bias, and the quiet art of being right by design.
The experiment isn’t about discovery, it’s about permission.
The Moment of Inspiration
It began during a conversation about an upcoming launch.
A designer proposed two approaches: both valid, both testable.
Leadership nodded and said, “Let’s run an A/B test.”
The team smiled. Data-driven decisions, right?
But as they built the variants, something became clear:
everyone already knew which version they wanted to win.