04 · Experimentation
Data-driven UX, wired end to end.
01 — Brief
Integrate GrowthBook for A/B testing and feature flags, plus GTM and BigQuery for experiment metric logging — giving the product team real data on what actually moves the needle.
02 — Approach
Wired GrowthBook into the Vue stack, used existing GTM triggers for experiment exposure and conversion events, and piped everything into BigQuery for analysis. Kept the instrumentation lightweight so engineers could add new experiments without touching the core setup.
03 — Outcomes
- Enabled data-driven product and UX decisions across the platform.
- First live experiments shipped within two weeks of integration.
- Experiment logging reliable enough to trust the numbers.