Great design is about more than just looking good; it’s about creating experiences that resonate with users and keep them coming back. Every little detail in the interface, such as buttons, layouts, ...

Bojinov, Iavor I., Guillaume Sait-Jacques, and Martin Tingley. "Avoid the Pitfalls of A/B Testing." Harvard Business Review 98, no. 2 (March–April 2020): 48–53.