In today’s fast-paced environment, it’s critical for organizations to innovate continuously. However, innovation doesn’t just mean implementing new ideas; it also requires robust mechanisms to learn, adjust, and improve. A well-designed Test & Learn process helps teams structure their experimentation, learn effectively, and align their goals. Below, I'll share a framework that you can adapt for your organization, highlighting three key principles: clear processes, stakeholder inclusion, and a strategy for either broad or precise changes.
1. Establish Clear and Structured Processes
At the heart of a successful Test & Learn approach is a clear and structured process. The attached diagram illustrates a step-by-step workflow that ensures every iteration is organized and thorough. From setting strategic goals and analyzing user behavior to creating prototypes and launching tests, each step in the process contributes to a methodical way of experimentation. By structuring your workflow like this, you minimize ambiguity and enhance learning opportunities. The diagram visually breaks down each of these phases, offering a clear guide to how each element contributes to the overall process.
A clear structure helps everyone know their role in each phase—whether it’s defining focus areas, prioritizing tests, or evaluating results. When everyone has clarity, the entire team can move forward with confidence.
2. Include Stakeholders Early and Often
The best Test & Learn initiatives are not isolated efforts conducted by a few team members. Instead, they are holistic processes that bring in a wide variety of perspectives, involving stakeholders across departments. From the initial strategic focus setting to defining hypotheses and reviewing results, stakeholder involvement is essential to ensure that learnings align with broader business objectives.
This approach also fosters shared ownership and reduces friction when implementing changes. Notice in the workflow how several steps involve different stakeholders. Engaging them early helps ensure that the experiment not only drives UX and analytics but is also relevant to broader business goals. The workflow diagram highlights these touchpoints with stakeholders, showing where and how their input is crucial for a successful outcome.
3. Big Changes vs. Precise Learnings
A key decision to make during the experimentation process is choosing whether to run isolated, incremental changes or to apply broader, more significant modifications. The graphic offers insight into these two approaches:
- Isolated Changes lead to deeper, more detailed learnings, although they tend to require longer testing periods.
- Many Changes bring about faster results but may offer less granularity in terms of insight.
Depending on the goals of the iteration and the traffic available for testing, choosing the right approach can be crucial. If your organization is looking to make quick, impactful improvements, a broader approach may be best. However, if the goal is to understand detailed user behavior and derive precise insights, isolating changes is worth the patience.
Start Testing and Learning Today
A well-defined Test & Learn cycle offers a structured way to turn hypotheses into data-driven decisions. By engaging stakeholders and strategically deciding between broad vs. focused changes, your organization can build a culture of continuous learning and improvement.
Take a look at the draft workflow and consider how it can be tailored to fit your unique business needs. Ready to start experimenting? Feel free to reach out to Lasse Jacobsen Skytt for more information.
