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Many startups concentrate on their UX efforts through (hopefully) running a series of targeted A/B tests to move beyond the "what" metrics to figuring our "why". Very few use comparative data sets during this period and even less figure out that these A/B test methods are long and ineffective. Thew new method emerging by the companies that get it is one of automated testing or simply using their current data and user interactions to build their UX. A great example is the Huffington Post, which does a form of crowd-sourced A/B testing in real-time to determine how their users want to receive headlines. There are more and more code libraries for integrating this method into your core product such as phpab and A/Bingo.