LG Uplus Develops Customer Response Auto-Analysis Platform

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[Asia Economy Reporter Eunmo Koo] LG Uplus announced on the 11th that it has developed an ‘A/B Test Platform’ that allows any employee to easily identify customer needs based on big data when planning services.

A/B testing is a method of applying the existing version (A) and the improved version (B) to a service or UX, collecting customer responses as data, and determining which version is better. The advantage is that it collects behavioral data from customers who directly use the service and reflects it in the improvements. However, selecting the appropriate target customers for the test purpose, collecting and analyzing customer behavioral data, and verifying the results required a lot of time and manpower. Additionally, it was difficult to conduct multiple A/B tests simultaneously on a single service.

As part of its digital transformation (DX), LG Uplus developed an ‘A/B Test Platform’ that enables easy and fast A/B testing. Since early last year, the CTO organization has developed an A/B test platform optimized for the characteristics of the telecommunications industry using cloud and big data technologies, and since October last year, it has been applied to service improvement tasks for U+tv, U+ Mobile TV, and U+ Idleunara.

This A/B Test Platform automatically sets various target customer conditions based on customer information and usage history data of LG Uplus services, and aggregates customer responses based on actual usage behavior logs to automatically analyze statistical test results.

While selecting target customers took up to three weeks in traditional A/B testing, the A/B Test Platform reduces this to two minutes. Also, the result analysis time, which previously took up to four weeks, can now be completed within an hour, improving work efficiency. In particular, target customer conditions suitable for testing can be easily extracted with just mouse operations, allowing any employee to start big data A/B testing.

Any employee can create A/B tests and share the results, and a collaboration-optimized environment has been established to prevent overlapping target customer settings among multiple tests. Additionally, a ‘multi-programming technology’ has been implemented that allows testing without developing UI/UX for each experimental group.

LG Uplus plans to actively utilize A/B testing for all decision-making aimed at continuously improving services or UX next year. Through this, it expects a data-driven decision-making culture to take root within the company.

Joo-eon Park, Research Fellow at LG Uplus CTO Home Service Development Lab, said, “To understand customer needs based on DX, it is important to establish a culture of working centered on experiments and data using A/B testing, and we have contributed to fostering this culture. Going forward, we will frequently conduct A/B tests for each function when advancing our services and expand the services that can conduct tests.”

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