Patent Publication Number: US-11651047-B2

Title: Software development kit driven features and events

Description:
CROSS-REFERENCE TO RELATED APPLICATIONS 
     This application is a continuation of U.S. patent application Ser. No. 16/660,537, filed Oct. 22, 2019, the entire contents of which are hereby incorporated by reference. 
    
    
     FIELD OF TECHNOLOGY 
     The embodiments described herein pertain in general to conducting experiments on a web page or digital product and more particularly to using software development kit (SDK) driven features and events in feature testing on web pages or digital products. 
     BACKGROUND 
     Content variation testing is an experiment that tests changes to content against a current version of the content. One example of content variation testing is web page variation testing where an experiment is conducted that tests a web page (or one or more elements on the page) against another design of the web page (or one or more variations of the elements on the page). During variation testing of a web page, user interaction with a web page or its variations are measured (for example, whether a user clicks through a button or a variation of a button), and the changes to a web page (or its elements) that produce positive or negative results are determined. The positive results associated with a particular change to a web page validates that the change to the web page should be used in a production version of the web page. 
    
    
     
       BRIEF DESCRIPTION OF THE DRAWINGS 
         FIG.  1    is a block diagram of a variant testing system environment, according to one embodiment. 
         FIGS.  2 A and  2 B  are example variations of a web page, according to one embodiment. 
         FIG.  3 A  is a first flow diagram of a method of using SDK-driven features and events in feature testing on web pages or digital products, in accordance with some embodiments of the present disclosure. 
         FIG.  3 B  is a second flow diagram of a method of using SDK-driven features and events in feature testing on web pages or digital products, in accordance with some embodiments of the present disclosure. 
         FIGS.  4 A-M  are user interfaces for configuring an SDK, according to one embodiment. 
         FIG.  5    is a block diagram of an example apparatus that may perform one or more of the operations described herein, in accordance with some embodiments 
     
    
    
     The figures depict an embodiment for purposes of illustration only. One skilled in the art will readily recognize from the following description that alternative embodiments of the structures and methods illustrated herein may be employed without departing from the principles described herein. 
     DETAILED DESCRIPTION 
     Product development teams may run A/B tests to answer specific questions regarding which version of a web page or digital product (including various features) are more successful. In some embodiments, the process of developing a product does not lend itself well to a simple A/B test. Where A/B tests have a clear beginning and end, the development of a new feature may not. In many instances feature development may be imprecise—e.g., a development team might start by launching a barebones prototype, then run experiments to collect data and iterate towards perfection. Throughout the development process, various gaps in the process of developing, deploying, and making decisions about features may exist, which may reduce the efficiency and accuracy of development software and the computer systems on which it runs. 
     For example, traditional testing platforms may not provide efficient solutions pertaining to deploying features to some users and not others, toggling features on and off, gradually rolling out features to users, A/B testing features, targeting features to specific users, remotely configuring features without deploying new code, etc. Furthermore, the interaction between development teams responsible for designing experiments and experimentation platform program managers responsible for initializing experiments may cause unnecessary errors and delays. 
     Advantageously, the embodiments described herein provide efficient solutions to the above, and other, problems by providing for using SDK-driven features and events in feature testing on web pages or digital products. As described herein, a feature is any element, or combination of elements, of a web page or other digital product that may be provided to a client device. 
     Advantageously, the embodiments described herein allow for defining and deploying a feature and/or event once, by a developer via an SDK instead of by a program manager in a user interface (UI). A representation of the feature and/or event created via the SDK may then be added to the UI. The UI may then be used to toggle textures and events on or off remotely, run experiments to collect data to understand whether a new feature works (e.g., via AB tests on features and gradual rollouts of features to users), and effectively manage features to ensure they are working as expected. It should be noted that server-side configuration variables are also referred to herein as feature variables, merely for convenience and brevity. 
       FIG.  1    is a block diagram of a variant testing system environment  100  according to one embodiment. Environment  100  includes client devices  102  (e.g., client device  102 A and client device  102 B). In one embodiment, client device  102 A is a device of a first user and client device  102 B is a device of a second user. Client device  102 A may represent one or more devices of the first user and client device  102 B may represent one or more devices of the second user. Client devices  102  are connected to an experimentation system  105  and a third-party content provider  107  via a network  109 . Although the environment  100  shown in  FIG.  1    only includes two client devices  102 , the environment  100  can include any number of client devices (e.g., thousands of client devices  102 ). 
       FIG.  1    and the other figures may use like reference numerals to identify like elements. A letter after a reference numeral, such as “ 102 A,” indicates that the text refers specifically to the element having that particular reference numeral. A reference numeral in the text without a following letter, such as “ 102 ,” refers to any or all of the elements in the figures bearing that reference numeral. 
     Network  109  enables communication among the entities connected to it. In one embodiment, network  109  is the Internet and uses standard communications technologies and/or protocols. Thus, network  109  can include links using technologies such as Ethernet, WiFi (e.g., 802.11), worldwide interoperability for microwave access (WiMAX), 3G, Long Term Evolution (LTE), digital subscriber line (DSL), asynchronous transfer mode (ATM), InfiniBand, etc. Similarly, the networking protocols used on network  109  can include multiprotocol label switching (MPLS), the transmission control protocol/Internet protocol (TCP/IP), the User Datagram Protocol (UDP), the hypertext transport protocol (HTTP), the simple mail transfer protocol (SMTP), the file transfer protocol (FTP), etc. The data exchanged over the network  109  can be represented using technologies and/or formats including the hypertext markup language (HTML), the extensible markup language (XML), etc. In addition, all or some of links can be encrypted using conventional encryption technologies such as the secure sockets layer (SSL), transport layer security (TLS), virtual private networks (VPNs), Internet Protocol security (IPsec), etc. In one embodiment, network  109  may include but is not limited to any combination of a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). In another embodiment, the entities use custom and/or dedicated data communications technologies instead of, or in addition to, the ones described above. 
     Client devices  102  may communicate with the third-party content provider  107  via the network  109  to receive content items such as web pages from the third-party content provider  107 . In one embodiment, each client device  102  is a computer system capable of communicating with the experimentation system  105  and the third-party content provider  107 . Examples of client devices  102  include a personal computer, a mobile phone, a tablet, a personal digital assistant (PDA), or a laptop. As shown in  FIG.  1   , each client device  102  includes a web browser  103  (e.g., web browser  103 A and web browser  103 B). Web browser  103  is a computer program stored on a client device  102  that allows the user of client  102  to access web pages on the World Wide Web such as web pages provided by the third-party content provider  107 . 
     As mentioned above, the environment  100  includes a third-party content provider  107 . Hereinafter, the third-party content provider  107  is referred to as a “content provider  107 ” for ease of description. The content provider  107  may be an individual, a group of individuals, or an entity such as a company. In one embodiment, the content provider  107  provides content items to client devices  102 . While only one content provider  107  is shown, it is understood that any number of content providers are supported and can be in the environment  100  at any time. 
     In one embodiment, the content items provided by the content provider  107  include web pages. However, the content provider  107  may provide other types of content items (e.g., digital content) such as software applications, including web applications, mobile device applications, etc.). The web pages and software applications may include video, audio, a combination of video and audio, still images (e.g., JPEG), text documents, advertisements, and/or any other types of content. For purposes of convenience and the description of one embodiment, the content items provided by the content provider  107  will be referred to as a web pages, but no limitation on the type of content items are intended by this terminology. 
     In one embodiment, the content provider  107  operates in conjunction with the experimentation system  105  to perform variation testing on web pages. The content provider  107  may display different variations of a web page, including different features, to client devices  102  based on instructions from the experimentation system  105  that is conducting a variation test on the web page for the content provider  107 . A variation test for a web page may test changes to the web page against the current variation of the web page to determine how the variation alters user interaction, or some other metric, with the web page or whether the changes produce a desired result. An example of a desired result resulting from a change to a web page is an increased selection of an advertisement(s) included in the web page or increased purchases of a product advertised on a web page. Thus, variation testing validates a new design of a web page or changes on elements on the web page before the new design or changes are put into production by the content provider  107 . 
     For a given web page, the content provider  107  may have one or more variations of the web page that are used in a variation test for the web page. In one embodiment, a variation test of a web page involves an experiment that tests an “A” variation known as the control and a “B” variation known as the variant on users requesting the web page from the content provider  107 . For ease of discussion, the embodiments discussed herein describe a web page having only two variations: the control and the variant. However, in other embodiments, a web page can have any number of variants. 
       FIG.  2 A  is an example of an “A” variation (e.g., the control variation) of a web page  200 A that represents the current implementation of the web page provided by content provider  107 . The control variation of the web page  200 A includes a website name of the website associated with the web page, a first picture, and a first advertisement. The website name, the first picture, and the first advertisement are located in an upper portion  201  of the control variation of web page  200 A according to one embodiment. The control variation of web page  200 A also includes textual content located in a central portion  203  of the control variation of web page  200 A and the control variation of the web page  200 A also includes a second picture and a second advertisement located at a lower portion  205  of the control variation of the web page  200 A. 
       FIG.  2 B  is an example of a “B” variation (e.g., the variant version) of a web page e  200 B. The variant version of the web page represented by web page  200 B includes a change (i.e., a modification) to the control version of the web page  200 A shown in  FIG.  2 A . The variant version of web page  200 B includes the website name, a first advertisement, a second advertisement, textual content, a first picture, and a second picture similar to the control version of the web page  200 A shown in  FIG.  2 A . However, the variant version of web page  200 B includes the second advertisement positioned in the upper portion  201  of web page  200 B whereas the second advertisement is positioned in the lower portion  205  in the control version of the web page  200 A. In one embodiment, the variation test using the control version and the variant version of the web page is conducted to determine whether the second advertisement receives more selections when the second advertisement is located at the lower portion  205  of the web page as shown in  FIG.  2 A  or when the second advertisement is located at the upper portion  201  of the web page as shown in  FIG.  2 B . 
     Referring back to  FIG.  1   , in one embodiment the content provider  107  includes a web server  111 , web page  119 , and web page content  123 . The experimentation system  105  includes experiment setup logic  113 , content delivery logic  118 , identification (ID) assignment logic  115 , an ID database  116 , and an experiment database  117 . As is known in the art, the term “logic” refers to computer program logic utilized to provide the specified functionality. Thus, logic can be implemented in hardware, firmware, and/or software. In one embodiment, program logic is stored on a non-transitory storage device (i.e., a computer program product), loaded into a memory, and executed by one or more computer processors. Additionally, those of skill in the art will recognize that other embodiments of the content provider  107  shown in  FIG.  1    can have different and/or other logic than that described here, and that the functionalities can be distributed among the logic in a different manner. 
     In one embodiment, the experiment database  117  stores multiple (i.e., a plurality) variation testing records that describe variation tests conducted by the experimentation system  105 . Each variation test record is associated with a web page (e.g., whether a static web page or a web page), an experiment identifier unique to the variation test, and identifiers of different variations (e.g., having different features) of a web page involved in the variation test. A variation test record may also include a description of the change(s) made to each variation of the web page compared to the control variation of the web page. 
     In one embodiment, the web server  109  links the content provider  107  to one or more client devices  102  and the experimentation system  105  via the network  109 . The web server  111  serves content items such as web pages, as well as other web related content, such as Java, Flash, XML, and so forth. The web server  111  may include a mail server or other messaging functionality for receiving and routing messages between the experimentation system  105  and one or more client devices  102 . In one embodiment, web server  111  includes configuration  124 , which may be a data file or any other suitable storage structure. In one embodiment, various experiment settings are represented in JSON within configuration  111 . In another embodiment, any other suitable programming language may be used. 
     In one embodiment, the identification (ID) assignment logic  115  generates user identifiers for users of client devices  102 . In one embodiment, the user identifier is used by the user of a client device  102  to log into a web page or application provided by the content provider  107 . In one embodiment, a user identifier is a string of numbers that is unique to a particular client device  102 . Thus, client device  102 A may have a different user identifier than the user identifier for client device  102 B. In one embodiment, the ID assignment logic  115  generates a user identifier by automatically incrementing the value of the last user identifier generated by the ID assignment logic  115  using an auto increment function. Alternatively, the ID assignment logic  115  generates a unique random number and assigns the unique random number as a user identifier for a client device  102 . In another embodiment, the ID assignment logic  115  may receive a user identifier from a client device  102 . The user identifier received from the client device  102  may be generated by the client device  102  or by the client loaded on the web page of the client device, or the user identifier may be input by the user into the client device  102 . The ID assignment logic  115  may store user identifiers in the ID database  116  that maintains a record of all assigned user identifiers. 
     In one embodiment, responsive to the content provider  107  receiving a request for a web page from a client device, the ID assignment logic  115  communicates with the client device  102  to determine whether the client device  102  already has a user identifier. For example, the ID assignment logic  115  may query the client device  102  to transmit the user identifier via a login form displayed on the web page. In another example, the ID assignment logic  115  queries the client device  102  to determine whether the client device  102  includes a stored cookie that comprises a user identifier for the client device  102 . If the client device  102  lacks a cookie with a user identifier for the client device  102 , the ID assignment logic  115  may query the client device  102  to transmit the user identifier via a login form displayed on the web page. Alternatively, the ID assignment logic  115  generates a user identifier for the client device  102  and communicates the user identifier to the client device  102  for storage in a cookie at the client device  102  if the client device  102  lacks a cookie with a user identifier. Alternatively, the client loaded on the webpage generates a cookie containing a randomly generated user identifier and sends this user identifier to assignment logic  115 . The client device  102  may continue to use the user identifier generated by the ID assignment logic  115  for subsequent requests for the web page. 
       FIG.  3 A  is a first flow diagram of a method of using server-side configuration variables in feature testing on web pages or digital products, in accordance with some embodiments of the present disclosure. Method  300 A may be performed by processing logic that may comprise hardware (e.g., circuitry, dedicated logic, programmable logic, a processor, a processing device, a central processing unit (CPU), a system-on-chip (SoC), etc.), software (e.g., instructions running/executing on a processing device), firmware (e.g., microcode), or a combination thereof. In some embodiments, the method  300 A may be performed by system  100  of  FIG.  1   . 
     The method  300 A begins at block  302 , in which processing logic provides, to a third-party content provider, code identifying a feature associated with digital content of the third-party content provider. In one embodiment, the identification includes a feature variable placeholder (e.g., a default value) associated with the feature. Optionally, the indication of the type identifies a name and type of the feature. 
     In one embodiment, references to the feature are included in the code as if the feature already exists on the experimentation platform, which may or may not be accurate. Advantageously, the experimentation platform may automatically (e.g., without human interaction) generate the feature and other components of an experiment if they do not already exist on the platform, as described herein. Similarly, tracking calls may be included in the code, regardless of whether they already exist on the platform (and automatically generated if they do not). In one embodiment, tracking calls communicate what happens to the experimentation platform. Tracking calls may include the name of the event and the ID of the user that triggered event. Tracking calls can optionally contain additional metadata, tags, and numerical values such as revenue. 
     Optionally, in response to receiving an indication that the code was deployed, processing logic may generate (e.g., automatically or via human interaction) and execute an experiment that includes the feature. At block  304 , processing logic receives (e.g., by an experimentation platform) an indication of a first event type associated with the digital content. In one embodiment, the first event type identifies a first trackable action associated with the feature. Events may include, for example, clicks, page views, form submissions, purchases, and any other suitably-trackable action. In one embodiment, event data may be used to measure and select a desired variation of an experiment/feature. 
     In one embodiment, processing logic may optionally authenticate a user and/or request before performing operations that affect the experimentation platform and/or user code. For example, in one embodiment, processing logic may authenticate the code before receiving the indication of the first event type. In one embodiment, authentication include determining that a user or user device providing code for a web site or other digital product is privileged to access the web site or digital product. Such authentication may include the use of credentials, tokens, encryption/decryption keys, etc. 
     At block  306 , processing logic determines, by a processing device of the experimentation platform, that the first event type does not exist in a configuration associated with the feature. In one embodiment, in response determining that the first event type does not exist, processing logic may generate (e.g., create and store) the first event type in the configuration  308 . In one embodiment, data in the configuration is represented in JavaScript Object Notation (JSON). In another embodiment, eXtensible Markup Language (XML) or any other suitable programming language may be used. 
     In another embodiment, processing logic may perform alternate operations if it is determined that an event already exists within the configuration. For example, processing logic may receive an indication of a second event type associated with the digital content, wherein the second event type identifies a second trackable action associated with the feature. Processing logic may then determine that the second event type does exist in the configuration associated with the feature. In response to the determining that the second event type does exist in the configuration, processing logic may not add the second event type to the configuration (e.g., since it already exists) and instead proceed directly to tracking the second event type on the experimentation platform. 
     At block  310 , processing logic generates and provides a graphical representation of the first event type for display in a user interface of the experimentation platform. In one embodiment, the graphical element is actionable, allowing a user to activate and deactivate the first event type at will. 
     At block  312 , processing logic tracks the first event type on the experimentation platform. To track the first event type, the experimentation platform may continue to receive and log instances in which the event is activated. Optionally, processing logic may select a version of the feature to implement based on the tracking of the first event type on the experimentation platform. For example, if version A of the feature performs better (e.g., receives more clicks, in one example) than version B, version A may be selected and provided to client devices instead of version B. 
     In one embodiment, processing logic may optionally prevent new features, events, etc. from being generated at a rate that might impact performance of the web site or digital product. For example, in one embodiment, processing logic may determine that the experimentation platform is to generate a feature (e.g., a new feature is referenced in code that does not already exist in the respective configuration). Processing logic may then determine that a number of features generated exceeds a threshold. For example, a rule may exist that allows ten new feature creations in a ten-minute sliding window. Processing logic may determine that generating the new feature will cause an eleventh feature to be generated in the last ten minutes. In response to determining that the number of features generated exceeds the threshold (e.g., within the sliding window), processing logic may prevent the experimentation platform from generating the feature. Optionally, processing logic may log an error describing the exception for debugging purposes. 
       FIG.  3 B  is a first flow diagram of a method of using server-side configuration variables in feature testing on web pages or digital products, in accordance with some embodiments of the present disclosure. Method  300 B may be performed by processing logic that may comprise hardware (e.g., circuitry, dedicated logic, programmable logic, a processor, a processing device, a central processing unit (CPU), a system-on-chip (SoC), etc.), software (e.g., instructions running/executing on a processing device), firmware (e.g., microcode), or a combination thereof. In some embodiments, the method  300 B may be performed by system  100  of  FIG.  1   . 
     The method  300 B begins at block  303 , in which processing logic determines that the feature (e.g., of method  300 B) does not exist in a configuration associated with the experiment. In one embodiment, to determine that the feature does not exist in the configuration, processing logic at block  305  optionally may determine that the feature does not exist in a cache associated with the configuration. In one embodiment, the cache is maintained by the experimentation platform to increase the efficiency and speed of the system. 
     In response to determining that the feature does not exist in the configuration, processing logic at block  307  generates (e.g., in JSON) the feature in the configuration based on the name, type, and feature variable placeholder (e.g., default value) of the feature. In one embodiment, to generate the feature in the configuration, processing logic at block  309  optionally makes use of a representational state transfer (REST) application program interface (API) to create a request to generate the feature on the experimentation platform. At block  311 , processing logic generates a configurable representation of the feature in a user interface of the experimentation platform (e.g., as shown in  FIGS.  4 A-M ). 
       FIGS.  4 A-M  are user interfaces for configuring an SDK, according to one embodiment. Advantageously, the elements of the graphical user interfaces illustrated in  FIGS.  3 A-M  may be automatically (e.g., without human interaction) generated to represent data received via the SDK described herein. 
     In one embodiment, user interface  400  allows users to view and configure feature flags, which were added via the SDK, as described herein. As shown, when a new feature is generated by the SDK, a representation  402  of the feature is generated and displayed on the user interface  400 . An element  404  of the user interface  400  may allow a user to activate and deactivate the feature  402 . In one embodiment, clicking on the feature  402  in the user interface  400  causes a configuration user interface  403  of  FIG.  4 B  to be displayed on a client device connecting to the experimentation system. GUI  403  may illustrate a feature configuration form, which may allow a user to modify a unique feature key  404 . In one embodiment, feature key  404  is a unique identifier (ID) that an engineer, or a computer system, may use to determine whether a particular feature is on or off when a program runs. In one embodiment, the feature key was generating by the SDK in response to determining that the feature did not already exist. 
     In one embodiment, GUI  403  may allow users to provide or modify an optional description  405  to provide context about the purpose of the feature. The feature form (e.g.,  403 ) may include the ability to define a feature rollout  406 . In one embodiment, a feature rollout may be the ability to turn a feature on and to specify the percentage of traffic (e.g., network traffic) for which a feature is enabled. In one embodiment, new feature rollouts may default to “off” with 0% of traffic allocated. In one embodiment, as shown in  FIG.  4 B , to turn on (e.g., activate) a feature, a user may set the feature toggle  408  to “on” and set a traffic allocation  410 . If a rollout is toggled on for a traffic percentage, then toggled off, then later toggled back on, the rollout may retain the traffic percentage previously defined. 
     In one embodiment, to determine rollout eligibility, a system may combine a user ID with a unique rollout ID and compute a deterministic hash that outputs a number between 0 and 10,000, for example (any other number may be used). If that number falls within the range specified by the feature rollout&#39;s traffic allocation, the visitor may eligible for a given feature. In another embodiment, rollouts may also include audience targeting, which may be evaluated before the rollout traffic allocation. And, if there is a feature test running at the same time as the feature rollout, the feature test takes may take precedence over the rollout. 
     In one embodiment, users may be able to specify whether a rollout is toggled on or off and are be able to specify traffic allocation at the environment level. This may provide support for a variety of use cases, such as setting a feature to 100% of traffic in a pre-production environment while the feature is only exposed to a small percentage of production traffic. In one embodiment, rollouts may be targeted to specific audiences. 
     In one embodiment, a feature dashboard  411  of  FIG.  4 C  provides a snapshot of what is happening to a feature at a given point in time to clearly communicate what is happening and to facilitate easy paths to action. The feature dashboard  411  may include the following columns, in one example:
         Active Experiments—Lists all active (running or paused) Feature Tests and/or MVTs on each Feature; if there are &gt;2 active experiments, we&#39;ll follow the pattern that we use for Environments—show the most recent and the collapse the others as “Other Experiments (N)”   Rollout—If there is an active Rollout running in the Production Environment, this shows the traffic allocation of that Rollout; if the Feature is off in production, this reads “Off”   Environment—Same component that is used on the Experiments Dashboard; shows Production Environment status and then other Environments rolled up   Created—Date Feature was created   Modified—Date Feature/Rollout was last modified       

     In one embodiment, users can take action directly from the feature dashboard  411  by clicking the ellipses  412  on the right hand side. Doing so may open a menu that includes environment-specific toggles, which may be analogous to environment-specific status buttons available on the experiments tab. In one embodiment, changing a toggle from the feature dashboard  411  may trigger a popup prompting the user to confirm any changes. 
     In one embodiment, GUI  413  of  FIG.  4 D  provides the option to define a feature configuration, which may be a set of one or more feature variables (e.g., server-side configuration variables) that users can use to make a feature more powerful. In one embodiment, feature configuration allows users to change the values of the variables (e.g., feature variable values) they define without deploying code. In one embodiment, feature variables are generated and populated into GUI  413  via the SDK. Once generated and populated, features variables may be modified, added, and deleted within GUI  413 . 
     In one embodiment, the default feature variable values defined on the feature form are returned by feature variable accessors unless they are overridden by a variation in an experiment. In one embodiment, if there is a running feature test on a feature that uses a feature configuration, the feature configuration is locked until the test is paused. In various embodiments, one or more of a variable key (e.g., ID)  414 , variable type (e.g., Boolean, String, Integer, Double, etc.)  415 , or a default value  416  may be generated via the SDK, and modified via GUI  413 . 
     In one embodiment, the default values  416  for feature variables may be returned under the following example circumstances:
         If a feature is disabled (as a safeguard to protect customers who are reference the variable even when the Feature is disabled)   As part of a feature rollout   As part of a feature test, unless the default values are overridden by a variation
 
In another embodiment, the system may allow users to specify “rollout rules” and to vary feature variable values as part of those roles.
       

     In one embodiment, feature flags may be generated via the SDK, and generated and populated into GUIs where they may be added to, modified, deleted, etc. A feature flag may be a rule to enable, disable, hide, or roll out a product feature at runtime. One benefit of a feature flag is it allows a user to configure the behavior of a product on the fly without deploying code. For example, if a company deploys a new feature behind a feature flag, they can subsequently enable it for a small group of their users and hide it for everyone else. 
     In one embodiment, existing feature flags (e.g., generated via an SDK) may be displayed in GUI  417  of  FIG.  4 E . In one embodiment, feature flags can use audiences for targeting, just like experiments. For example, it is possible to map an ordered set of audiences to different feature flag values, i.e. if the user is in audience A1 they should get value V1, otherwise if they are in audience A2 they should get value V2, and so on. The GUI for such may look like GUI  419  of  FIG.  4 F . 
     For example, if a user is in an Enterprise A account  420 , the feature should be disabled  421 . Otherwise, if a user is an OTT Beta Customer  422 , the feature should be enabled  423 , etc. For other flag types (i.e. Boolean, Integer, Number, Strings, etc.) a free form text box may be provided to enter feature values. Features may be further enabled and disabled for subsets of accounts, as shown in GUI  424  of  FIG.  4 G . In one embodiment, features may be rolled out according to the following example logic: If the user is eligible for an experiment using feature F, get the feature value from the experiment; If the user is not eligible for an experiment, get the feature value from ordered audiences for feature F; Otherwise, use the default value for feature F. 
     In one embodiment, as shown in GUI  425  of  FIG.  4 H , rollouts may have metrics describing whether a feature was used for a given customer, as that information will be available from raw data of feature access. Rollouts may include a blacklist audience listing all the IDs of people who should NOT have access to the feature. In one embodiment, there may be a special “audience” that sits atop all other targeting rules and helps enforce whitelisting behavior. In one embodiment, whitelists  426  (and blacklists) may be explicitly called out in the GUI. In one embodiment, for whitelists specifically, an Uploaded Audiences feature may be included that is essentially the same as the whitelist. 
     In one embodiment, rollouts may have a 1:1 relationship with a feature. They represent a set of targeting rules for a feature which are applied in order. To the end user, they will be defining audiences and enabling them for a feature. The system may create a campaign (e.g., model name layer) and create experiences (e.g., model name layer experiment) equal to the number of audiences with each experience being represented by the audience. When applying these rules to a rollout, a “variation” belonging to a layer experiment (e.g., corresponding to an audience) may result and the values associated with an audience may be stored in a feature variables model. 
     In one embodiment, a rollout may have a special rule called an “Everyone Else” rule. While evaluating audiences, if the user meets the audience conditions, but does not get the feature because of the traffic allocation, then all intermediate rules may be skipped and the system will directly evaluate the “Everyone Else” rule. 
     In one embodiment, GUI  427  of  FIG.  4 I  allows customers to upload large lists of values  428  that can be used to create attribute conditions  429  in the audience builder GUI  425  (e.g., account ID can be any of the following 500 values . . . ). In one embodiment, a user ID may be passed into targeting logic as an attribute, so users can effectively create an audience used as a whitelist. 
     In one embodiment, GUI  430  of  FIG.  4 J  includes a variety of experiments, including AB test, feature test, and/or multivariate test. To create a feature test, a user may select “Create New Experiment” element  431  and choose “Feature Test”  432  from the dropdown. In one embodiment, this will open a new form (GUI  433  of  FIG.  4 K ). 
     In GUI  433  of  FIG.  4 K , users may use a searchable text field  434  to choose an existing feature (e.g., one added via the SDK), or can create a new feature  435  before creating a test. Once the user selects a feature (or creates a new one), the system may automatically generate an experiment key  436  by appending “test” to the end of the feature key. In one embodiment, this experiment key is editable. In the event there is already a feature test that uses the automatic experiment key, the system may will append “_test1,” “_test2\,” etc. 
     In one embodiment, feature tests may automatically suggest variation keys. By default, the system may provide two variations with keys “variation_1” and “variation_2.” Like experiment keys, variation keys may be editable. If the user adds additional variations, the system may provide automatic suggestions according to the variation number: “variation_3,” “variation_4,” etc. If the user deletes a variation the system may continue incrementing as though the deleted variation still exists. 
     In one embodiment, feature test variations may expose a feature toggle  438  and the feature&#39;s configuration  439  (if one exists), as shown in GUI  437  of  FIG.  4 L . By default, the toggle  438  may be set to “on” and the configuration  439  will load its default value(s)  440  (e.g., as provided via the SDK). In one embodiment, a feature may not include a configuration, so a future test may be run by testing one variation consisting of “Toggle=on” and another variation consisting of “Toggle=off.” If a feature includes a feature configuration, and if the user sets a variation to “Toggle=off,” the system may disable the option to modify variable values and may revert to the default variable values. 
     Advantageously, the embodiments provided herein allow for the ability to run experiments on features that include feature configurations—users are be able to initialize their applications with features and feature configurations, then run unlimited numbers of experiments without having to perform code redeploys. To create variations using feature configurations, a user may update the variable values (e.g.,  440 ,  441 ) under each variation on the GUI  437 . In one embodiment once the experiment is live, an application programming interface (API) may return the values specified for the variation assigned to a user. 
     In one embodiment, if there exist feature tests for a feature, the feature form (e.g., GUI  442  of  FIG.  4 M ) may provide information about those tests. For example, for an experiment running on a feature GUI  442  may provide one or more of:
         An Experiment Key  443 : unique identifier for the experiment; links to the Experiment Form   A Type  444 : to start, this will always be “Feature Test”, but will include MVT and potentially other types in the future   A Status  445 : Draft/Running/Paused       

     In one embodiment, feature tests take precedence over feature rollouts. In other words, if both a feature test and feature rollout are active, the feature test is evaluated first. If a user does not qualify for the feature test, the feature rollout is evaluated. To illustrate how this might work in practice, the following hypothetical describes possible outcomes: 
     Scenario: 
     Feature Test running with an Audience and a Traffic Allocation 
     Feature Rollout running with an Audience and a Traffic Allocation 
     Acronyms 
     FTA=Feature Test Audience 
     FTT=Feature Test Traffic Allocation 
     FRA=Feature Rollout Audience 
     FRT=Feature Rollout Traffic Allocation 
     
       
         
           
               
               
               
               
               
               
             
               
                   
               
               
                 User 
                 FTA 
                 FTT 
                 FRA 
                 FTT 
                 Result 
               
               
                   
               
             
            
               
                 user1 
                 passes 
                 passes 
                 n/a 
                 n/a 
                 Feature Test 
               
               
                 user2 
                 passes 
                 fails 
                 passes 
                 passes 
                 Feature Rollout 
               
               
                 user3 
                 fails 
                 n/a 
                 passes 
                 passes 
                 Feature Rollout 
               
               
                 user4 
                 fails 
                 n/a 
                 passes 
                 fails 
                 No action 
               
               
                 user5 
                 fails 
                 n/a 
                 fails 
                 n/a 
                 No action 
               
               
                   
               
            
           
         
       
     
     In one embodiment, users may be allowed a maximum of one running production feature test at a time, unless the feature is assigned to a mutually exclusive group. Users may be allowed multiple draft, paused, and archived experiments on a feature. If a user tries to launch a second feature test, on while another feature test is running, the system may warn the user that a maximum of one feature test is allowed at a time (unless the experiments are mutex). In one embodiment, mutually exclusive groups may allow users to run concurrent production feature tests. In the event that there are feature tests running in a mutex group, evaluating the users mutex group becomes the first step in the order of operations. Once the mutex group is assigned, the system may evaluate feature tests and rollouts according to the same rules described above. 
     In one embodiment, anyone may create a feature. Likewise, anyone may create and enable feature rollouts and feature tests in non-production environments. IN another embodiment, only Admins, Project Owners, and Publishers can enable feature rollouts and feature tests in production. 
     In one embodiment, feature toggles may be added to feature rollouts and make toggles compatible with environments: 
     Feature Dashboard
         Environment-specific Feature Toggles       

     Feature Form
         Add Environment-specific Feature Toggles
 
Other features of the system described herein may include:
   Cleaning up Features: Provide the ability to track when the code used to launch a feature should be removed   Rollout Results: Provide results specifically designed to address the “gradual rollout to mitigate risk” use case. These may deviate from traditional AB test results. For example, rollout results may measure sample populations that change as traffic allocations change, and would be designed to measure “not worse” by default, rather than “is better.”   Advanced Targeting, Whitelisting &amp; Blacklisting: Improve audience targeting to allow customers to define types of audiences that aren&#39;t well support today. For example, add the ability to match attributes using operators like “list includes” or “matches regex”; add the ability to provide typed attributes like integers or dates; add the ability to specify lists of user IDs to whitelist or blacklist for a rollout or feature test   Advanced Rollout Rules: Provide the ability to specify different feature configurations for different audiences.       

     In one embodiment, the third-party content provider may connect a website (or other digital content) to the experimentation platform using, e.g., an API. This connection may occur locally or via a network. The connection permits the experimentation platform and website server(s) to communicate. In one embodiment, code on the website may be configured to check the feature flags that have been configured on the experimentation platform before loading a web page on the client device. The experimentation platform may use the connection to control the logic that determines whether or not to deploy a feature on the web page. In some embodiments, the experimentation platform may also control which features variables to deploy (e.g., depending on a scenario or a group of users). In various embodiments, features, feature variables, and/or feature variable values are created and sent from a third-party content creator, and received by processing logic of the systems described herein (e.g., via the connection established between the experimentation platform and the website server(s)). 
     As an illustrative example of the setup process described herein, after connecting its website to the experimentation system as discussed above, a content provider may create code for a feature, such as a new sign-in form for the website (the “feature”). The code for the feature includes a unique feature key that permits that feature to be identified. The code includes a placeholder variable that serves a placeholder for text for the sign-in banner (e.g. “Sign in here”). The experimentation system, using the user interface described in  FIG.  4 A , may allow configuration of a feature flag associated with the feature. The configuration includes the unique feature key that matches the feature key for the feature on the website. The content provider configures a rule on the experimentation system to determine when and to whom the new sign-in feature should be deployed (e.g., use the new form with 40% of website visitors, else use old sign-in form). The content provider can also set up variables (e.g., feature variables) on the experimentation systems with different variations of the sign-in banner text (e.g. “Welcome San Francisco people” and “Welcome! Thank you for using Firefox”). Those variables may be associated with audiences who will receive the variation (e.g., people in San Francisco and people who use Firefox). Variables can also be triggered based on other scenarios (e.g. time-of-day, etc.). 
     When a client device connects to the content provider&#39;s website (or other digital content), the client device makes a request for a web page (or other digital content) that may optionally include the new sign-in form. The code on the web site checks with the experimentation platform to determine whether the client device should receive the new sign-in form. Using the configurations discussed above, the experimentation platform directs the web site whether to deploy the new sign in form to the client device. In further embodiments, the experimentation platform determines which of the different variations of the sign-in banner text to deploy to the particular client device. Once the determination is made, the experimentation platform sends the applicable sign-in banner text to the web site, which inserts the text in place of the feature variable discussed above. The web server may then send the web page with the new feature and feature variable variation (e.g., value) to the client device. 
     In one embodiment, the selection of the sign-in banner text (e.g., the feature variable value) is made randomly. In other embodiments, the selection and depends on the characteristics of the client device, such as geographic location of the client device. In still other embodiments, the selection is made based on data gathered about the user of the client device. 
     In further embodiments, the web site sends data to the experimentation platform regarding whether a client device who sees the sign in banner text variation actually proceeds to log into the website. The experimentation platform can aggregate this data and determine which of the banner text variations leads to more log ins to the website. 
     In one embodiment, the feature variable value consists of a text string. In other embodiments, the feature variable value can consist of Boolean values, integers, double, data objects, images, videos, and other content. 
     One advantage of the above is that the content provider does not have to change the actual code of the feature (e.g., go into their code base to change the banner text from default text to the San Francisco User text, as described in the above example). The content provided can instead do this by setting up variables in the experimentation system. Worth noting, banner text is one example of a feature variable, but there are several other applications. 
       FIG.  5    is a block diagram of an example computing device  500  that may perform one or more of the operations described herein, in accordance with some embodiments. In various embodiments, computing device  500  may represent computing devices (e.g., servers) of the experimentation platform, third-party content provider client devices, and/or third-party content provider servers. Computing device  500  may be connected to other computing devices in a LAN, an intranet, an extranet, and/or the Internet. The computing device may operate in the capacity of a server machine in client-server network environment or in the capacity of a client in a peer-to-peer network environment. The computing device may be provided by a personal computer (PC), a set-top box (STB), a server, a network router, switch or bridge, or any machine capable of executing a set of instructions (sequential or otherwise) that specify actions to be taken by that machine. Further, while only a single computing device is illustrated, the term “computing device” shall also be taken to include any collection of computing devices that individually or jointly execute a set (or multiple sets) of instructions to perform the methods discussed herein. 
     The example computing device  500  may include a processing device (e.g., a general purpose processor, a PLD, etc.)  502 , a main memory  504  (e.g., synchronous dynamic random access memory (DRAM), read-only memory (ROM)), a static memory  506  (e.g., flash memory and a data storage device  518 ), which may communicate with each other via a bus  530 . 
     Processing device  502  may be provided by one or more general-purpose processing devices such as a microprocessor, central processing unit, or the like. In an illustrative example, processing device  502  may comprise a complex instruction set computing (CISC) microprocessor, reduced instruction set computing (RISC) microprocessor, very long instruction word (VLIW) microprocessor, or a processor implementing other instruction sets or processors implementing a combination of instruction sets. Processing device  502  may also comprise one or more special-purpose processing devices such as an application specific integrated circuit (ASIC), a field programmable gate array (FPGA), a digital signal processor (DSP), network processor, or the like. The processing device  502  may be configured to execute the operations described herein, in accordance with one or more aspects of the present disclosure, for performing the operations and steps discussed herein. 
     Computing device  500  may further include a network interface device  508  which may communicate with a network  520 . The computing device  500  also may include a video display unit  510  (e.g., a liquid crystal display (LCD) or a cathode ray tube (CRT)), an alphanumeric input device  512  (e.g., a keyboard), a cursor control device  514  (e.g., a mouse) and an acoustic signal generation device  516  (e.g., a speaker). In one embodiment, video display unit  510 , alphanumeric input device  512 , and cursor control device  514  may be combined into a single component or device (e.g., an LCD touch screen). 
     Data storage device  518  may include a computer-readable storage medium  528  on which may be stored one or more sets of instructions, e.g., instructions for carrying out the operations described herein, in accordance with one or more aspects of the present disclosure. SDK instructions  526  may also reside, completely or at least partially, within main memory  504  and/or within processing device  502  during execution thereof by computing device  500 , main memory  504  and processing device  502  also constituting computer-readable media. The instructions may further be transmitted or received over a network  520  via network interface device  508 . 
     While computer-readable storage medium  528  is shown in an illustrative example to be a single medium, the term “computer-readable storage medium” should be taken to include a single medium or multiple media (e.g., a centralized or distributed database and/or associated caches and servers) that store the one or more sets of instructions. The term “computer-readable storage medium” shall also be taken to include any medium that is capable of storing, encoding or carrying a set of instructions for execution by the machine and that cause the machine to perform the methods described herein. The term “computer-readable storage medium” shall accordingly be taken to include, but not be limited to, solid-state memories, optical media and magnetic media. 
     The methods and illustrative examples described herein are not inherently related to any particular computer or other apparatus. Various general purpose systems may be used in accordance with the teachings described herein, or it may prove convenient to construct more specialized apparatus to perform the required method steps. The required structure for a variety of these systems will appear as set forth in the description above. 
     The above description is intended to be illustrative, and not restrictive. Although the present disclosure has been described with references to specific illustrative examples, it will be recognized that the present disclosure is not limited to the examples described. The scope of the disclosure should be determined with reference to the following claims, along with the full scope of equivalents to which the claims are entitled. 
     As used herein, the singular forms “a”, “an” and “the” are intended to include the plural forms as well, unless the context clearly indicates otherwise. It will be further understood that the terms “comprises”, “comprising”, “includes”, and/or “including”, when used herein, specify the presence of stated features, integers, steps, operations, elements, and/or components, but do not preclude the presence or addition of one or more other features, integers, steps, operations, elements, components, and/or groups thereof. Therefore, the terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting. 
     It should also be noted that in some alternative implementations, the functions/acts noted may occur out of the order noted in the figures. For example, two figures shown in succession may in fact be executed substantially concurrently or may sometimes be executed in the reverse order, depending upon the functionality/acts involved. 
     Although the method operations were described in a specific order, it should be understood that other operations may be performed in between described operations, described operations may be adjusted so that they occur at slightly different times or the described operations may be distributed in a system which allows the occurrence of the processing operations at various intervals associated with the processing. 
     Various units, circuits, or other components may be described or claimed as “configured to” or “configurable to” perform a task or tasks. In such contexts, the phrase “configured to” or “configurable to” is used to connote structure by indicating that the units/circuits/components include structure (e.g., circuitry) that performs the task or tasks during operation. As such, the unit/circuit/component can be said to be configured to perform the task, or configurable to perform the task, even when the specified unit/circuit/component is not currently operational (e.g., is not on). The units/circuits/components used with the “configured to” or “configurable to” language include hardware—for example, circuits, memory storing program instructions executable to implement the operation, etc. Reciting that a unit/circuit/component is “configured to” perform one or more tasks, or is “configurable to” perform one or more tasks, is expressly intended not to invoke 35 U.S.C. 112, sixth paragraph, for that unit/circuit/component. Additionally, “configured to” or “configurable to” can include generic structure (e.g., generic circuitry) that is manipulated by software and/or firmware (e.g., an FPGA or a general-purpose processor executing software) to operate in manner that is capable of performing the task(s) at issue. “Configured to” may also include adapting a manufacturing process (e.g., a semiconductor fabrication facility) to fabricate devices (e.g., integrated circuits) that are adapted to implement or perform one or more tasks. “Configurable to” is expressly intended not to apply to blank media, an unprogrammed processor or unprogrammed generic computer, or an unprogrammed programmable logic device, programmable gate array, or other unprogrammed device, unless accompanied by programmed media that confers the ability to the unprogrammed device to be configured to perform the disclosed function(s). 
     The foregoing description, for the purpose of explanation, has been described with reference to specific embodiments. However, the illustrative discussions above are not intended to be exhaustive or to limit the invention to the precise forms disclosed. Many modifications and variations are possible in view of the above teachings. The embodiments were chosen and described in order to best explain the principles of the embodiments and its practical applications, to thereby enable others skilled in the art to best utilize the embodiments and various modifications as may be suited to the particular use contemplated. Accordingly, the present embodiments are to be considered as illustrative and not restrictive, and the invention is not to be limited to the details given herein, but may be modified within the scope and equivalents of the appended claims.