Between-subjects (or between-groups) study design: different people test each condition, so that each person is only exposed to a single user interface. Within-subjects (or repeated-measures) study design: the same person tests all the conditions (i.e., all the user interfaces)
When you want to compare several user interfaces in a single study, there are two ways of assigning your test participants to these multiple conditions:
(Note that here we use the word “design” to refer to the design of the experiment, and not to website design.)
For example, if we wanted to compare two car-rental sites A and B by looking at how participants book cars on each site, our study could be designed in two different ways, both perfectly legitimate:
Any type of user research that involves more than a single test condition has to determine whether to be between-subjects or within-subjects. However, the distinction is particularly important for quantitative studies.
Compared to paired samples t tests, within-subjects ANOVAs are more flexible because they allow for multiple independent variables with two or more levels each. A mixed model ANOVA is a combination of a between-unit ANOVA and a within-unit ANOVA.
Therefore,
Between-subjects (or between-groups) study design: different people test each condition, so that each person is only exposed to a single user interface. Within-subjects (or repeated-measures) study design: the same person tests all the conditions (i.e., all the user interfaces).
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