We know the scientific method to be sequential and empirical: Ask, observe, hypothesize. Test, analyze, report. And then do it all over again, and again, and again. For better or worse, that sequence ...

Microsoft alone runs approximately 100,000 A/B tests each year to continuously optimize products. A famous Gmail experiment, ...

In the world of design, the first draft is rarely the best one. This is the foundation of iterative design—a methodology that has transformed how products, websites, applications and print materials ...

Coca-Cola created its famous beverage recipe in 1886, and it has remained nearly unchanged for over 135 years. This consistency is the antithesis of modern app development. It doesn’t matter if you’re ...