It’s the process by which Amazon is able to release software every 11.6 seconds.) Over the years, they have developed a culture around experimentation, A/B testing, and optimization. The agile methods it implemented made it possible to take an experimental approach to releasing new software. Let’s say, for example, it wants to redesign a product page on its website. Rather than guess which page performs better, it quickly designs and builds a few versions of the page, releases them to the site, directs a small, carefully controlled set of users to each version, and then measures which page
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