eCommerce · Beauty & Skincare · DTC
From ad-hoc tests to a consistent programme.
Helped a fast-growing organic DTC brand move from ad-hoc testing to a structured experimentation programme with a measurably higher test velocity.
Engagement outcomes
- Higher test velocity
- A structured experimentation programme
- A shared library of learnings
The context
Rosental Organics is a fast-growing organic skincare brand with an ambitious growth trajectory and a team that already understood the value of testing. They had started running A/B experiments — but the programme wasn't delivering at the velocity the business needed. The infrastructure for scale simply wasn't there yet.
The challenge
Tests were being run inconsistently: some were well-structured, others lacked a clear hypothesis or success metric. Learnings weren't being captured in a way that informed the next cycle. Each experiment started roughly from scratch. Velocity was low, and the team was spending more time managing the process than running experiments — limiting their ability to compound learnings over time.
What we did
Find the bottlenecks
Audited the existing testing setup end-to-end and identified the specific process bottlenecks limiting velocity — from ideation to QA to analysis
Give every test a clear foundation
Introduced a standardised hypothesis framework and test documentation workflow so every experiment started with a clear expected outcome and ended with a structured learning
Build the backlog
Built a prioritised experiment backlog from funnel data and qualitative research, giving the team a runway of strong, ready-to-run ideas
Put the process into practice
Worked alongside the team to run the first wave of experiments, embedding the process through doing rather than through documentation alone
What we learned
Test velocity is mostly a process problem, not a resource problem. The bottleneck is almost always how long it takes to go from idea to live experiment.
