Acquire and improve skills
to build and grow products

Many teams believe they know their product and users well, yet making decisions based on intuition or “expert opinions” does not protect them from mistakes. Relying on facts significantly reduces this risk. 

Product development resembles a scientific study: you formulate a hypothesis, run an experiment and draw conclusions from the data. In digital products, the A/B test is the key way to validate hypotheses.

This comprehensive guide covers the essentials of A/B tests: why they are necessary, and common pitfalls to avoid along the way.

A metric is a way to measure anything and express it as a number. In a product or business, metrics are a key guide for assessing a company’s activities and outcomes.

The very notion of “metrics” inevitably raises many questions: why they are needed, how to choose them, how to calculate, track and interpret them.

This guide is for beginners in product or business metrics. It explores the concepts essential for working with data correctly.