We are all working towards one single goal. To create the best user experience. But most of the time we are wrong about what we think is good for the user. We usually have no idea if a feature is useful to the user until it is used by the customers. My talk is about letting the users help you understand what they need and if a particular feature is really useful for the users by using the technique of A/B testing. We are constantly running A/B tests to improve the customer experience by measuring the business metrics. Attend my talk to find out how to run A/B tests in your company at scale and what it takes to build the optimal tests.