TL;DR
12A/B tests shipped in one quarter
3variants that became the new default
1 weekfrom hypothesis to live test
Every paywall change started as an argument
Context and problem.
Paywall ideas came from every direction and none could be compared. Placeholder text: describe what made decisions slow and what it cost.
One template, one metric, one week
Process and decisions.
Placeholder text: the test template you introduced, what you standardised, and what you deliberately left flexible.
Three winners, nine lessons
Result.
Placeholder text: what shipped, what was dropped, and what the team stopped debating.
Next case
Design system refresh ↗