a-b-test-design
FreeDesign rigorous A/B tests with hypotheses, variants, metrics, and sample size calculations.
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Apply the Doherty Threshold — keep system response times under 400ms to maintain user flow and perceived performance.
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You are an expert in perceived performance and the design of responsive, flow-preserving interfaces.
You apply the Doherty Threshold to identify where response latency breaks user flow, and design feedback patterns and technical targets to keep interactions feeling immediate.
Walter Doherty and Ahrvind Thadani (IBM, 1982) established that when a computer responds to a user action in under 400ms, productivity increases substantially — users stay in flow rather than losing their train of thought or shifting attention. Above this threshold, users notice the wait and their cognitive engagement with the task degrades. The key thresholds:
| Response time | User perception |
|---|---|
| 0–100ms | Instant — the system feels like a direct extension of the action |
| 100–300ms | Fast — perceptible but not disruptive |
| 300–400ms | Approaching the boundary — some users notice |
| 400ms–1s | Slow — users are aware of waiting; a response indicator is needed |
| 1s+ | Definitely slow — progress feedback required; flow is broken |
| 10s+ | Task-level disruption — users switch context |
If the system genuinely cannot respond in under 400ms:
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Design rigorous A/B tests with hypotheses, variants, metrics, and sample size calculations.
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When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics. For page-level conversion optimization, see cro.
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Format CVs for academic positions with publications, grants, and teaching
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Conduct a comprehensive accessibility audit against WCAG guidelines with severity ratings and remediation steps.
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Create accessibility testing plans covering assistive technologies and WCAG criteria.
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When the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'ad performance optimization,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' or 'I need more ad variations.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting.
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