The weekend of May 17, Edmonton’s design community gathered for UX Edmonton 2025 — a one-day conference packed with smart people, thoughtful sessions, and honest conversations about how we design for complexity, scale, and impact. I’m excited to be part of the speaker lineup again this year with a session on a topic that’s close to my heart: the psychology behind A/B testing.
My talk, “Psychology of A/B Testing: What Drives User Decisions?”, dives into the behavioral science behind the choices users make online — and how we can design smarter experiments by understanding the why, not just the what.
It guides through six key behavioral principles that influence decision-making and conversion – what they are, why they work, plus a real life example and potential pitfalls.
Slides and cheat sheet are attached here!
Big thanks to the organizers for putting together such a thoughtful program.
How lucky to have one of biggest UX Conference in Western Canada right at my door steps (and now in Calgary, too!)