Testing out solutions is a core part of the design process, and on the web, that often happens in the form of A/B testing: Designers show one group of users design A, another group of users design B, and measure which gets closer to a desired outcome. And it’s not just layouts that get A/B tested–these experiments determine everything from the headlines we read to the colors we see. But as a new paper discusses, there can be ethical issues with A/B testing.
Source: A/B testing rules the web. That could be a serious problem