Experimentation is critical because it improves our ability to make decisions by refining our intuition with objective user data.

But a lot of experimentation initiatives take a random approach. Our A/B tests end up lacking direction and focus because of this ad hoc nature, and as a result, struggle to deliver value in any particular area.

This course is focused on building a sustainable strategic experimentation program. There are four phases to the system, each with its series of iterative steps.

• Identify strategic opportunities: The strategic opportunity is the foundation of ensuring that your experimentation efforts have a tangible value that aligns with the priorities of your organization.

• Develop solutions: Look for different possible solutions to address the identified strategic opportunities and build an experimentation roadmap.

• Test and learn: Prepare your solutions to be tested by building, designing, and launching A/B tests.

• Productize: You’ll take solutions that prove effective and ensure they are rolled out in a way that maximizes their value.

• Manage an experimentation program: Look at the system of experimentation as a whole rather than one A/B test at a time and evolve your experimentation program over time.