What is the primary purpose of A/B testing in design?

A/B testing primarily serves the purpose of comparing two alternative designs of a live system. This testing method involves presenting two variations to users simultaneously, allowing designers to analyze which version performs better based on specific metrics, such as conversion rates, user engagement, or click-through rates. By focusing on quantitative data, A/B testing provides actionable insights into user preferences and behaviors, enabling informed design decisions that enhance the user experience.

While user satisfaction is a valuable metric, it is not the main focus of A/B testing. Gathering qualitative feedback from users is more aligned with methods like surveys or interviews. Additionally, assessing market trends involves a broader analysis that goes beyond the scope of A/B testing, which is localized to the performance of specific design elements against one another. Therefore, the essence of A/B testing lies in its capacity to determine the effectiveness of alternative designs through direct comparison in a live environment.