¿Cómo crear equipos efectivos en experimentación?

What are the essential skills for effective experimentation?

Experimentation is key not only in the professional arena, but also in everyday life. One of the fundamental skills is critical thinking, especially in differentiating between correlation and causation. We often confuse correlated events as if one were the cause of the other, when in fact they are simply consequences of other actions. This critical skill becomes a "radar" that improves as we gain more experience.

• Adapting to change: We need to be flexible and open to new ideas, understanding that digital products and their features can change rapidly.
• Creativity: It is crucial to generate innovative hypotheses and think outside the box.
• Strategic and logical thinking: Helps in planning and evaluating experiments, considering which elements are real contributors to the results.
• Data analysis: Although we do not seek to be experts like data scientists, we must interpret data effectively to make informed decisions.
• Communication: To convey results clearly and effectively, regardless of the audience.

How do you integrate experimentation into an organization?

Integrating experimentation within an organization can follow several models, each with its own advantages. It usually starts with a centralized model, where a team within Growth, Marketing or Product begins to implement experimentation practices.

1. Centralized model: An experimentation team works with a specific business unit. This is the most common way to start.

2. Decentralized model: Each business unit has its own experimentation team. This is more advanced, but can bring the challenge of lack of communication and the use of different tools.

3. Center of Excellence: A hybrid approach where experimentation specialists serve the entire organization from training and consulting perspectives, while each unit maintains someone in charge of experimentation.

How do we improve strategic thinking in experimentation teams?

To keep strategic thinking fresh, it is critical to collaborate with User Research and UX Research teams. These teams can provide invaluable insights for optimization and experimentation. However, interpersonal conflicts or resistance can sometimes arise, but collaboration is crucial. User research is key to raising valuable questions that experimentation can answer.

In addition, some teams integrate user research directly into the experimentation program, even considering some research activities as experiments in themselves. This ensures that questions are asked that bring real value to the business, rather than focusing on trivial changes.

In essence, maintaining constant contact with users, seeking the truth behind the data, and asking relevant questions allows experimentation teams to not only make constant improvements, but also bring real strategic value to the organization. In this way, experimentation is integrated as a culture within the company, always oriented to optimize and learn.