Experimentation + Testing
A deep dive into creating and executing a strategic experimentation system for breakthrough ideas.
Go beyond A/B testing to build an experimentation system that produces wins – not random data points. Drawing on the methods used to grow companies like Slack, Instacart, SurveyMonkey, MongoDB, and more, this program focuses on building a strategic system of experimentation. You will learn how to identify strategic opportunities, create step function ideas, and test them in a high-velocity, high-precision way.
To join Experimentation + Testing you need to be a Reforge Member.
Built By Top Executives
Elena Verna
Head of Growth at Amplitude, Board Member at Netlify, Advisor at Krisp, Maze, and MongoDB, formerly Miro, Malwarebytes, and SurveyMonkey
Elena is Head of Growth at Amplitude. She is also a Growth Advisor to companies including Krisp, MongoDB, HP, and Maze. She is a Board Member and Former Interim Head of Growth at Netlify. She was formerly CMO at Miro, SVP for Product & Growth at Malwarebytes, and also an SVP of Growth at SurveyMonkey. She has a breadth of experience across freemium, self-serve, and free-trial subscription revenue models for both B2C and B2B companies.
What you get as a Reforge Member
Reforge membership combines cohort-based programs with a year-round experience to help you learn, execute, and scale yourself and your company. Participation in Experimentation + Testing and access to the content and community of all programs is included.
Cohort Based Programs
4 or 6 weeks, part-time, virtual, and intense
Built and led by executives
Application focused
Live case studies with a cohort of peers
On-Demand
Access content from all programs
Step-by-step projects to help you execute
Content releases, events, and updates
Connect with peers solving similar problems
Experimentation + Testing Program Format
Deep Learning Guided By A Leading Executive
Each week you will go through 2 to 3 hours of self-paced material covering actionable frameworks and proven systems for B2B & B2C companies that were created by leading executives. The topics this program covers are:
week 1: Experimentation Strategy
Great experimentation starts with identifying a strategic opportunity. You will define and scope an opportunity by piecing together user insights, data insights, and business insights.
week 2: solution ideation
Once we have a strategic opportunity, we need to generate ideas targeted at that opportunity. You will learn the spectrum of solution ideation from optimizations to innovations and then evaluate and prioritize the ideas.
Week 3: The Science of Testing + Preparing tests
Experimentation is based on a foundation of statistics. You will learn the applicable statistics you need to know to scope, prioritize, and analyze tests properly for both a/b and Bayesian tests. You will then learn how to create a test by crafting a hypothesis, simplifying build complexity, assigning users, and deploying a simultaneous vs sequential test.
Week 4: analyzing test results
Good tests are nothing without proper analysis. You will learn how to monitor test data, methods to call a test, analyze the test outcome, and then build a plan to iterate on wins and losses.
Week 5: Acting on Test Results + Productizing wins
Acting on results is an art form that requires collaboration. Learn to use test outcomes to inform iterations, measure value, and document initiatives in a way that will drive confidence and buy-in from stakeholders.
Week 6: Managing an Experimentation system
Learn how to build a program from the ground up including measuring an experimentation system, setting goals, creating experimentation roadmaps, measuring individual performance, developing experimentation tools, and evangelizing the program.
Live Case Studies Each Week
Each week, you will go deeper by attending a live online session via Zoom where we will walk through a real-life scenario applying the concepts you learned.
Hear how industry leaders from companies like Slack, Dropbox, LinkedIn, and more have addressed similar challenges.
A selection of guests we’ve had in the past:
Lenny Rachitsky ex-Product Lead @ Airbnb
Nate Moch VP of Product Teams @ Zillow
Andy Johns Partner @ Unusual Ventures
Angel Steger Director Of Product Design @ Facebook Bela Stepanova VP of Product at Iterable
Brittany Bingham VP Marketing at Guru Bangaly Kaba ex-Head of Growth Instacart, Instagram Crystal Widjaja - ex-SVP Growth + BI at Gojek. David Burson Head of Product Growth at Canva
Adam Fishman CPO @ Imperfect Foods
John Egan Head of Growth Engineering @ Pinterest
Ludo Antonov Head of Growth Engineering @ Lyft
Connect With Peers Solving Similar Problems
Every week there will be optional opportunities to connect with peers in the cohort solving similar problems to you. Join a small group to discuss applying the concepts, attend/host a community deep-dive session on a special topic, or discuss questions within the forum and Slack.
Apply the Concepts
Translate the frameworks to your company with active, hands-on exercises, worksheets, and weekly micro-projects. Expect to spend about 2 hours a week on active learning.
A plan for Action
Build a plan that you can take back to your company. Start small, achieve results, and amplify your impact.
Become A Member To Join Experimentation + Testing
To join Experimentation + Testing you need to be a Reforge Member. To participate in our next cohort apply today.
Membership includes participation in a cohort-based program and ongoing access to content from all programs, deep-dive sessions, and a community of vetted peers to help you execute what you learn.
Who this program is for.
Product managers, marketers, designers, engineers, data analysts, and other growth team members who want to build high-velocity experimentation and meet the criteria below:
✓ 3+ Years of Professional Experience
✓ Growth Related Role
✓ Strong Initiative
✗ Entry Level
✗ Career Switching
✗ CEO or Founder
In addition to participating in Experimentation + Testing, get access to everything you need to execute…
Your growth doesn’t stop with the cohort, it just begins. When you join as a Reforge Member, in addition to participating in Experimentation + Testing , you will get on-demand access to everything you need to execute.
Access All Program Content
Your career doesn’t follow the schedule of a course. Access content across all programs when you need it:
Cross-Functional Growth Programs
Growth Series, Advanced Growth Strategy, Retention + Engagement, Monetization + Pricing
Product Management Programs
Product Management Foundations, Mastering Product Management, Product Strategy, Product Leadership, Scaling Product Delivery, User Insights For Product Decisions, Data for Product Managers, Finding Product/Market Fit
Marketing & Engineering Programs
Marketing Strategy, Growth Marketing, Engineering Management, Technical Strategy, Brand Marketing, Marketing Leadership
Step-by-Step Projects
Go from learning to execution with step-by-step projects to guide implementation.
Content releases, events, and updates
New projects, cases, and examples across topics in Product, Growth, and Marketing
Deep dive sessions
Throughout the year, Reforge partners host live sessions to examine critical topics and coach community members through their most difficult issues
"This is the third Reforge course I have taken, and I continue to be extremely impressed with the quality of the course content, the instructors, the guest speakers, the alumni network, and the forums."
Phil Carter, Group Product Manager at Quizlet
Reforge 2018-2020
"The materials and interviews are uniformly excellent. They are filled with relevant, practical, and actionable guidance. I’ve found myself referring to them again and again. You just can’t get this depth and quality of training anywhere else. I would definitely recommend Reforge to anyone seriously working on growth problems in technology companies. "
Frank Fink, Dir Business Dev at Dropbox
Reforge 2018