IPEAD A/B Test Execution Framework

Abstract

This paper is aimed to propose and exemplify an A/B test execution framework. The proposed framework, that was named IPEAD (acronym for Ideation, Prioritization, Execution, Analysis and Documentation), was based on Sean Ellis' High Tempo Testing framework and in the concepts explored by Eric Ries on its Lean Startup book. A real case study is presented to illustrate each step of the proposed framework as well as the tools used on the process. The proposed framework could be used by companies or institutions that wish to improve their results through the use of A/B tests.