VEON – An A/B Comparison Study
Our aim was to gather concrete, unbiased results for VEON that they could use to increase the quality of their app. Analysis of our comparison study revealed feedback that was crucial for the success of Content Discovery within VEON.Download Case Study
”Curating and creating content is just part of the challenge we face. With so much competition and ’digital noise‘ the discovery of content is often an even bigger obstacle for content creators."
VEON, one of the world’s largest Telco companies, invested in an A/B comparison study on the user interface (UI) for their new app with Testbirds, using a group of 40 participants based in Pakistan and Russia that matched VEON’s target audience. The results of this A/B comparison study were used to determine which UI version (A or B) was more engaging for VEON’s target audience. Real world testing with native testers ensured that the app was well received in VEON’s target markets: Russia and Pakistan.
Founded in 1992, VEON is now one of the world’s largest telecommunication companies, delivering both communications and digital services to over 200 million people in nine countries, including Russia, Pakistan, and Uzbekistan.
After developing a new version of their existing app, VEON asked us to conduct an A/B comparison study on the new app’s user interface (UI) and look at whether content, which was being hosted in a newly created Content Discovery platform, was easy to find within the new app.
VEON’s main target group for the app were people living in Russia and Pakistan. This meant it was essential that a sizeable and varied group from each country could be used when testing the UI. Ultimately, we chose 40 crowdtesters who best matched VEON’s target audience.
Having opted for a managed service, VEON benefited from full project management support from one of our experienced UX Project Managers who supported them in the creation of use cases. Each of which was specifically designed to extract qualitative and bias-free feedback from testers.
Our aim was to gather concrete, unbiased results for VEON that they could use to increase the quality of their app. Analysis of our comparison study revealed feedback that was crucial for the success of Content Discovery within VEON.
Throughout the test, most testers indicated that version B was preferred when comparing the app’s various features. For example, when looking at the app’s carousel function, one tester noted that ”…the best part in version B is the use of the carousel to maintain the context without forcing the user to scroll further down the page. It balances information density with the limitations of a small screen.“
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The results of our A/B comparison study were used by VEON to determine which UI version (A or B) was more engaging for their target audience.
Real world testing with native testers ensured that the app was well received in VEON’s target markets of Russia and Pakistan, and recommendations from Testbirds’ Project Manager helped to ensure that VEON’s Content Discovery platform is best suited to its target group and various device forms.
”The team at Testbirds convinced us with a thorough pitch and ‘can do’ attitude despite the tight deadline and disparate nature of the territories involved in the test.The results of the A/B comparison UI test for content discovery on VEON had a direct impact on the platform and business and we are grateful for Testbird’s efforts. I wouldn’t hesitate to work with them again.”
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