Going Live

9 important questions on Going Live

How to design experiments to maximize learning?

An effective experiment has to isolate the particular factors being investigated; that it must faithfully replicate the real-world situation it's testing; that it has to be conducted efficiently, at a reasonable cost; and that its results have to be accurately measured and used, in turn, to refine its design.

What is the most critical aspect of experimentation and learning?

Measurement. It will defend you if done right; otherwise they will inhibit you.

Which 7 factors tend to be common to all experiments?

  • Fidelity
  • Cost
  • Iteration time
  • Capacity
  • Sequence
  • Signal-to-noise ratio
  • Type
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What is meant with iteration time?


The time from the initial planning of an experiment to when the analyzed results are available and used for planning another iteration.

What is meant with signal-to-noise ratio?


The extent to which the variable of interest is obscured by other variables.

How can the Effect of Noise be minimized?


To temper the effects of noise, the I&D Team made heavy use of two techniques:

  1. repetition of trials
  2. experimental controls.

How can High Fidelity be achieved?

How reliable is the model in representing the real world? While realworld
testing has the drawback of amplifying noise, it has the advantage of increasing fidelity. Achieving high fidelity required substantial investment in
bank remodeling, personnel training, technology, and the like.

What is crucial to effective experimentation?

Finding the right balance between speed and reliability in providing feedback.

What does such a decision require?

A straight-forward, two-part analysis.
  1. First, performance data from the test locations and the control branches were analyzed to determine whether the experiment had enhanced customer satisfaction, revenue generation, productivity, or any other relevant measure of performance.
  2. Second, a cost-benefit analysis was carried out to ascertain whether the performance gain outweighed the expense required to introduce the new process or technology throughout the broader branch network.

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