Building a scalable experimentation platform

From being a website evaluating method, A/B testing has come a long way. It is a critical piece in digital product development today. We see a wider range of companies which are massively using A/B testing for evaluating updates and new feature releases. As digital product are aiming to reach global audiences and enabling large scale A/B testing for their teams is becoming a whole new challenge.Spotify is an early user of A/B testing for product development purposes. In the past year, they have focused on reevaluating and rebuilding their existing A/B testing platform. The process, digital infrastructure and culture walked hand in hand as their experimentation team was enabling Spotifiers to get feedback from their global user base.