Establishing Data-Driven Culture at Europe's Largest Marketplace for Teaching Materials

The Challenge

When I joined Eduki, the company faced several obstacles to implementing effective testing:

• No structured A/B testing framework was in place
• Teams showed resistance to data-driven decisions
• We needed to manage a transition between testing platforms
• Complex data management across multiple platforms created inconsistencies
• Limited testing processes made scaling experiments difficult

Our Solution

We established a comprehensive process implementation that included:

• A clear workflow for test management
• A data-driven test prioritization system
• Automated data collection
• Standardized documentation
• Cross-team communication channels

Cultural Transformation

Perhaps the most significant achievement was shifting the company culture:

• Moved from "ship and see" to "test and validate" methodology
• Trained teams on testing principles focused on revenue impact
• Implemented regular results sharing to highlight revenue wins
• Developed test hypothesis framework tied to business outcomes
• Created standardized success metrics

Business Impact

Our solution delivered measurable business results:

• Increased conversion rates across platforms through optimized user journeys
• Reduced decision-making time for faster implementation of revenue-driving features
• Improved feature adoption rates leading to higher user engagement
• Enhanced user engagement metrics resulting in stronger retention and lifetime value

Process improvements made testing more efficient:

• Reduced test setup time by 60%
• Increased number of concurrent tests running across platforms
• Improved documentation quality for better knowledge sharing
• Enhanced cross-team collaboration on revenue initiatives
• Streamlined decision-making process

Testing Scale

We dramatically scaled our testing capabilities:

• Ran hundreds of tests across platforms
• Tested multiple user segments
• Validated features pre-release
• Optimized pricing strategies
• Refined content presentation

Key Learnings

Testing Platform Flexibility

• Multiple platforms needed for different use cases
• Custom solutions fill gaps in standard tools

Process Structure

• Kanban system essential for test management
• Documentation standards drive consistency
• Clear success metrics guide decisions

Team Adoption

• Gradual implementation builds buy-in
• Regular wins demonstrate value
• Clear processes reduce resistance

Looking Forward

The systems we put in place have positioned Eduki for continued growth through data-driven decision making. The company now has the infrastructure, processes, and cultural foundation to optimize every aspect of the customer experience while driving business results.