Segmented customization

One or more non-transitory computer-readable storage media having instructions stored thereon to facilitate provision of different user experiences in applications in A/B testing, wherein the instructions, when executed by one or more processors, cause the one or more processors to at least:

• receive, in the A/B testing involving a plurality of instances of applications each installed on a computing device, a manifest that defines a plurality of user segments and a plurality of feature variants, the manifest originated from an application developer of the applications, each feature variant associated with at least one of the user segments, wherein the plurality of user segments comprise categorizations of different groups of users of the applications, the categorizations of different groups of users are determined based on events of the users taken in the applications, and the applications are associated with a default feature;
• process the manifest to determine the plurality of user segments the plurality of feature variants;
• and
• conduct, based on the manifest, an instance of the A/B testing for a user of a particular instance of the applications, the A/B testing tracking performance of the particular instance of the applications with respect to a feature variant, wherein the instruction to conduct the instance of the A/B testing comprises instructions for:
• monitoring execution of the particular instance of the applications for an occurrence of an event at the particular instance of the applications, the event associated with how the categorizations of different groups of users are determined,
• determining that the user associated with the particular instance of the applications belongs to one of the user segments;
• enabling, responsive to determining that the user associated with the particular instance of the applications belonging to one of the user segments, a changed code block instead of a default code block to be executed by the particular instance of the applications, the default code block corresponding to the default feature and the changed code block corresponding to the feature variant associated with said one of the user segments of the user, the default code block and the changed code block both being part of the particular instance of the applications at a time the particular instance of the applications is installed on the computing device associated with the user,
• triggering, at the particular instance of the applications, the feature variant associated with said one of the user segments of the user instead of the default feature by executing the changed code block, and
• transmitting data tracking the performance of the particular instance of the applications as outputs of the instance of the A/B testing.

A system comprising:

• one or more processors;
• memory configured to store instructions, the instructions, when executed by the one or more processors, cause the one or more processors to perform at least:
• receive, in an A/B testing involving a plurality of instances of applications each installed on a computing device, a manifest that defines a plurality of user segments and a plurality of feature variants, the manifest originated from an application developer of the applications, each feature variant associated with at least one of the user segments, wherein the plurality of user segments comprise categorizations of different groups of users of the applications, the categorizations of different groups of users are determined based on events of the users taken in the applications, and the applications are associated with a default feature;
• process the manifest to determine the plurality of user segments the plurality of feature variants;
• and
• conduct, based on the manifest, an instance of the A/B testing for a user of a particular instance of the applications, the A/B testing tracking performance of the particular instance of the applications with respect to a feature variant, wherein the instruction to conduct the instance of the A/B testing comprises instructions for:
• monitoring execution of the particular instance of the applications for an occurrence of an event at the particular instance of the applications, the event associated with how the categorizations of different groups of users are determined,
• determining that the user associated with the particular instance of the applications belongs to one of the user segments;
• enabling, responsive to determining that the user associated with the particular instance of the applications belonging to one of the user segments, a changed code block instead of a default code block to be executed by the particular instance of the applications, the default code block corresponding to the default feature and the changed code block corresponding to the feature variant associated with said one of the user segments of the user, the default code block and the changed code block both being part of the particular instance of the applications at a time the particular instance of the applications is installed on the computing device associated with the user,
• triggering, at the particular instance of the applications, the feature variant associated with said one of the user segments of the user instead of the default feature by executing the changed code block, and
• transmitting data tracking the performance of the particular instance of the applications as outputs of the instance of the A/B testing.