This document discusses building a culture of experimentation to drive product innovation. It advocates embracing failure and validating decisions with data rather than following orders or claiming success. The document outlines approaches to experimentation like frequent small releases, feature flagging, and A/B testing. It also describes four common pitfalls to avoid: optimizing the wrong metrics, getting tricked by statistics, thinking too small with only A/B tests, and hoarding insights rather than sharing learnings. The overall message is that organizations should aim to conduct thousands of experiments annually to iteratively improve products and scale an experimentation mindset throughout the company.
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Product Experimentation Pitfalls & How to Avoid Them
1. J O N N O R O N H A
D I R E C T O R , P R O D U C T M A N A G E M E N T
Building a Culture of Experimentation
Avoiding the Pitfalls
T W I T T E R : @ T H A T S J O N S E N S E E M A I L : J O N @ O P T I M I Z E L Y . C O M
34. Tips for choosing the right metrics
Put yourself in the user’s shoes
Ask: what if this went up and nothing else?
Constantly re-evaluate
Trust your gut!
56. “Every day, we run a thousand concurrent experiments
to quickly validate new ideas. These experiments run
across all our products, from mobile apps and tools
used by hoteliers to customer service phone lines and
internal systems. Experimentation has become so
ingrained in Booking.com culture that every change,
from entire redesigns and infrastructure changes to
bug fixes, is wrapped in an experiment.”
57.
58. Experimental Treatment
Server-Side Experimentation
Optimizely Full Stack
Client-Side Experimentation
Optimizely Web
Client
Snippet Experiment
Dashboard
Default Treatment
Server
Experimental Treatment
Experimental Treatment
Client
Server SDK Experiment
Dashboard
User User
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64. Experimentation Hero
10’s experiments / year
Experimentation Program
100’s experiments / year
Culture of Experimentation
1000’s experiments / year
Scaling the Experimentation Program
72. J O N N O R O N H A
D I R E C T O R , P R O D U C T M A N A G E M E N T
Thank you!
Questions?
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