A/B testing feature for sites | Wix

Initial problem

A Wix website owner is unable to run quick, simple tests to see what kind of improvements could be beneficial: drive engagement, increase conversions, etc.

Discovery

I started by looking at the competitors to see how they solve A/B testing challenges. The goal is to see what kind of components and patterns could be used in my solution. I looked at Optimizely, Google Optimize, Adobe Target, VWO and several others.

Initially came up with the flow that allows users to create, manage and track in progress and/or completed A/B tests.

Ideation

I start ideating by noting down ideas connected to parts of the flow and sketching some rough wireframes.

Building some screens out of the previously collected insights and generated ideas…

…which take shape and are turned into a prototype that is shown to some users to get a validation on the proposed solution.

And lastly, after some back and forth there are screens that represents the full flow.

And lastly, after some back and forth there are screens that represents the full flow.

Result

The final screens are arranged and presented in an orderly fashion. You can see more details in the Figma file.

Other flows (interactive prototypes):

• A/B test in progress → Check it out on Figma
• A/B test results → Check it out on Figma