“Subjecting all designs to usability studies before shipping is prudent risk-management.From a good article by Jakob Nielsen on
Radical innovation is extremely risky. Yes, you might invent the next iPhone. But you’re more likely to invent the next Newton.”
A/B Testing, Usability Engineering, Radical Innovation: What Pays Best?
The contrasts between A/B testing, usability activities, and just turning a genius loose to invent the next Big Thing are clearly drawn. I would temper Nielsen’s position a bit by emphasizing his final point—that there’s no reason you have to pick just one. If you have a genius on staff, subjecting his ideas to A/B testing and usability testing will only polish his or her brilliance to an even greater sheen…