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Change & Measure: Designing Maximum Impact AB Tests

5 Days

Cohort-based Course

Larger effects are easier and faster to detect

Change & Measure: Designing Maximum Impact AB Tests

5 Days

Cohort-based Course

Larger effects are easier and faster to detect

Hosted by

Jakub Linowski

Experimentation & Design Leader • GoodUI Founder | Coached ~100 Growth Teams

Jakub Linowski

Experimentation & Design Leader • GoodUI Founder | Coached ~100 Growth Teams

I will share leap experiments from

Course overview

Are you struggling to see meaningful results in your a/b tests?

Compounding multiple WITH positive probability changes into a single A/B test variation is one strategy which increases odds of success and effect size. Historically we have tripled the effect size using this approach (with a median relative effect of 13% for compounded experiments vs 3.5% for isolated ones).

I will teach you about designing leap experiments as a complementary approach to more traditional isolated or single variable tests.

Leap experiments may be suited when:

✔️ You have lots of positive probability ideas available

✔️ Your web site or product is unoptimized (with lots of opportunities)

✔️ You do not have high traffic

✔️ You wish to maximize impact

Leap experiments are less suited when:

❌ Your web site or product is already heavily optimized (has undergone years of heavy experimentation)

Who this course is for

You're a UI & UX Designer who is tired of designing experiments and a/b tests that lead to insignificant results too often.

You're an Experimentation & Optimization Strategist responsible for leading an a/b testing programs with strong ROI.

You're a Growth or Ecommerce Manager responsible for increasing revenue and sales with higher impact A/B test results.

You're a UI & UX Designer who is tired of designing experiments and a/b tests that lead to insignificant results too often.

You're an Experimentation & Optimization Strategist responsible for leading an a/b testing programs with strong ROI.

You're a Growth or Ecommerce Manager responsible for increasing revenue and sales with higher impact A/B test results.

By the end of this 1 week course, you'll learn to:

When (and not) to design leap experiments that maximize impact

How to identify multiple changes with positive probabilities

How to weigh and separate changes with negative, unknown and positive bets

Setup and estimate the required sample for your leap experiment

How to iterate on leap experiments to maximize their value

What’s included

Live sessions

Learn directly from Jakub Linowski in a real-time, interactive format.

Lifetime access

Go back to course content and recordings whenever you need to.

Community of peers

Stay accountable and share insights with like-minded professionals.

Certificate of completion

Share your new skills with your employer or on LinkedIn.

Maven Guarantee

This course is backed by the Maven Guarantee. Students are eligible for a full refund up until the halfway point of the course.

Course syllabus

Week 1

Dec 10—Dec 14

Session 1: Designing Leap Experiments

Dec
10
Session 1
Tue 12/104:00 PM—6:00 PM (UTC)

1 more item

Dec

Optional: Opportunity Brainstorm (In A Group)

Thu 12/125:00 PM—6:00 PM (UTC)

Optional

Session 2: Designing Leap Experiments II + Opportunity Review

Dec
13
Session 2
Fri 12/134:00 PM—6:00 PM (UTC)

Post-course

Corrections

1 item

What people are saying

Jakub's coaching profoundly impacted our A/B testing in the last few years. His blend of creativity, analytical sharpness, and mastery of A/B testing not only deepened our understanding of experiment results but dramatically improved our success and conversion rates. Check out Jakub's course to bring your experimentation to the next level.

Daria Kurchinskaia

Senior Product Manager at FINN

Jakub Linowski has built the best UI pattern repository with over 130 patterns at GoodUI.org. These are tied to over 500 A/B tests to help assess their impact. Because the industry success rate of experiments is only 10-20%, using proven patterns is a great way to raise your success rate and impact.

Ron (Ronny) Kohavi

Vice President and Technical Fellow | Data Science, Engineering | Controlled Experiments | Ex-Airbnb, Ex-Microsoft, Ex-Amazon

Jakub is a veteran in the industry and an innovative thinker with a lot to share from years of meticulously collecting and cataloguing his own experience, as well as that of others. Couple this with a strong understanding of the statistics of A/B testing and it is easy to see how his course will help you avoid common pitfalls in experimentation.

Georgi Georgiev

Author of "Statistical Methods in Online A/B Testing" | Founder of Analytics-Toolkit.com

Jakub has a unique ability to blend rigorous statistical analysis with practical UX insights, hard-earned through years of extensive experimentation. He was an instrumental partner in helping us drive meaningful improvements to our on-site funnel, and I'd recommend the opportunity to learn from him.

Harish Venkatesan

Co-founder/CEO at Designlab

Collaborating with Jakub has been invaluable for expanding our experimentation roadmap. His insights on data and testing patterns bring clarity and consistently add fresh, impactful ideas to our backlog. Each conversation is engaging and enlightening—I leave every session with new perspectives and actionable takeaways.

Craig Kistler

Sr. Director Personalization & Experimentation at Signet Jewelers

We have been actively using GoodUI to strengthen our test hypothesis for a while already. Jakub has not only built up the most comprehensive catalog of experiment patterns but more over developed one of the best understandings for what works and what doesn’t. Working with Jakub as a coach and designing experiments has been revealing and impactful.

Clemens Grave

Head of Product @ TourRadar

Meet your instructor

Jakub Linowski

Jakub Linowski has been practicing UI Design (since ~2000) & designing experiments (since 2014). He ❤️ inspiring successful replications by growth and experimentation teams.

He also founded GoodUI.org as an active repository of experiments (with winning, flat and losing results) to separate the more generalizable UI, interaction and copy patterns from the more noisy and less predictable ones.

Over the years, Jakub has either been hired, interacted with, shared results, coached and/or learned from over 100 experimentation teams, including: Microsoft, Thomasnet, Booking, Backstage, Yummly, Elevate, Designlab, Reverb, VivaReal, ZAP, Volders, Rollbar, Kenhub, Expert Institute, Drip Agency, FINN, 3Dhub, Metro to name a few.

Jakub is also known to pay close attention to leaders such as: Netflix, Amazon, Airbnb, Bol, Booking, Etsy and Walmart by simply observing what UI changes they A/B test and then writing about some of their publicly visible experiments.

Jakub holds two design degrees, including a MSc in Design for Interaction (Delft, Netherlands).

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