GoodUI Leaks
Discover UI Design Decisions From Leaked A/B Tests
GoodUI Leaks launched on April 24, 2019 with 9 votes, #1,011 of 3,128 launches that month and more than 50% of that year's launches. The site was still online in September 2026, 7 years on.
What it does
Leading companies (such as Netflix, Booking, Airbnb, Etsy, etc) are running interesting a/b tests all the time. We capture these experiments along with the corresponding design decisions, which often go unnoticed.
Walmart hasn't given up on its previously rejected navigation a/b test. In March of this year I noticed a very similar follow up experiment with at least 1 key difference - the "Reorder My Items" menu wasn't changed but kept in its original position. View Leak Etsy ran a little A/B test where they probably tried to encourage more searches with the help of a stronger visual cue in their search bar. Instead of using a ghost-like icon only approach for the primary search, they stylized it as a high contrast button. Fast forward a few months and it now looks like the variation was implemented. View Leak Months ago Airbnb ran this A/B test on their listing pages where they showed price totals…from goodui.org
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