Making Product Decisions: A/B Testing and Beyond

As product managers we are responsible for bringing certainty into product development process. This is one of the main areas of possible business impact for us. In most cases, there is a possibility to run AB test and make decisions based on what we learn. The main point here is to know how to run them and what to take into account before even prioritising ideas. But there are numerous cases when you cannot run an experiment. You still need to make sure there is enough evidence to proceed with one or another decision. I will talk about both cases and will share my knowledge and experience from both Booking.com and my own startups.

Decision making is an essential part of PM role. Learning from this talk:
1. What is the role of a PM in decision making process
2. How to make decisions when AB testing is possible
3. How to make decisions when AB testing is not possible