When they began experimenting with Optimizely a few years ago, Attic and Button established a process for gathering, evaluating, and prioritizing experiment ideas. This process was documented in a very long spreadsheet full of complex dynamics that could be daunting and seem nearly impenetrable for the uninitiated.
In an attempt to apply an approach that was as unbiased as possible, the team sometimes got lost in the planning stages of an experiment, slowing the decision-making process to a crawl in some cases as they attempted to coordinate and decide which experiments were best to run. Zane, the assistant director of marketing, spent a lot of time translating and justifying their choices to people who weren’t as well-versed in the decision-making process. He began to feel like the team was less flexible than they should be with such a powerful tool at their disposal.
When Zane convinced his team to leverage Program Management, their capacity to adapt and make experiment decisions increased significantly. With the graphical representation of each experiment’s priority, it was so much easier for Zane and his team to see and share information about their backlog. Team members could present ideas, the team could weigh in about the ideas, they could build a backlog and assign all in one place.