How Rosental Organics moved from ad-hoc testing to a structured experimentation programme

Introduction

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.

Our approach

1. 01
   Step 1

   Audited the existing testing setup end-to-end and identified the specific process bottlenecks limiting velocity — from ideation to QA to analysis
2. 02
   Step 2

   Introduced a standardised hypothesis framework and test documentation workflow so every experiment started with a clear expected outcome and ended with a structured learning
3. 03
   Step 3

   Built a prioritised experiment backlog from funnel data and qualitative research, giving the team a runway of strong, ready-to-run ideas
4. 04
   Step 4

   Worked alongside the team to run the first wave of experiments, embedding the process through doing rather than through documentation alone

Key learning

“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.”