Design an A/B testing platform

Q: Design an A/B testing platform

This question evaluates the ability to design an end-to-end A/B testing platform, assessing competencies in distributed systems architecture, data modeling, event ingestion and storage, client/server SDKs, deterministic user bucketing, metric computation, and statistical analysis.

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Question

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Design an internal A/B testing platform for a consumer product company.

Product and engineering teams should be able to:

create, update, pause, and archive experiments
define control and treatment variants
target experiments to specific user segments
assign users consistently to variants across sessions
log exposure, click, conversion, and custom events
define primary metrics and guardrail metrics
monitor experiment results in dashboards
detect obvious data quality issues such as sample ratio mismatch

Your design should cover:

APIs and core data model
experiment configuration storage
user bucketing and sticky assignment
client/server SDKs for logging exposure and events
event ingestion and storage
metric computation and statistical analysis
reliability, scalability, and low-latency requirements
common pitfalls such as double counting, event loss, and invalid experiment reads

Design an A/B testing platform

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