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With a good A/B testing framework, you can easily conduct experiments and make improvement rapidly. Companies that do this well have an advantage over their competition.

Your rate of improvement depends on how quickly you can identify and implement good ideas.

To avoid getting stuck at a local maximum, you want to make sure you cast a wide net in coming up with potential improvement ideas.

…old habits die hard and new products or services need to offer dramatic improvements to shake users out of old routines.

…frequent engagement with a product – especially over a short period of time – increases the likelihood of forming new routines.

The more effort – either physical or mental – required to perform the desired action, the less likely it is to occur.

…for companies building technology solutions, the greatest return on investment generally comes from increasing a product’s ease of use.

…heuristics – the mental shortcuts we take to make decisions and form opinions.

Without variability we are like children in that once we figure out what will happen next, we become less excited by the experience.

The element of variability also turns a seemingly mundane task into an engaging, gamelike experience.