35: How Huel Experiments at Scale: Beyond A/B Tests

About this episode

The episode explores how Huel rebuilt its experimentation culture with insights from its Data Director, Bhav Patel.

What happens when a seven-person data team restarts an experimentation program from scratch — and gets the whole company running experiments within months? Welcome to the first episode of our special miniseries on product experimentation. Now that you can build almost anything faster than ever, what matters most is learning what to build, what to keep, and what to put back on the shelf. Over the next few episodes, we go beyond A/B testing basics to explore how teams build experimentation culture, move faster with data, and make smarter product bets in practice. Hosting this series are two of Spotify’s finest experimentation nerds: Luke Frake, group product manager for subscriptions, and Mårten Schultzberg, staff data scientist for Spotify’s experimentation platform, Confidence ( confidence.spotify.com ). In this first episode, we head outside Spotify to explore how Huel, the UK-founded nutrition brand, approaches experimentation across a rapidly growing omnichannel business. Unlike pure digital products, Huel sells direct-to-consumer on its own site, on Amazon, in supermarkets, and on TikTok Shop — which means you can't always rely on a classical A/B test to measure what's…

People in this episode

Hosts: Luke Frake, Mårten Schultzberg

Guest: Bhav Patel

Topics covered

• product experimentation
• A/B testing
• data culture
• omnichannel business
• experimentation culture
• data-driven decision making

Keywords

• Huel
• experimentation
• data team
• A/B tests
• product development
• data culture
• omnichannel
• nutrition brand

Mentioned in this episode

Organizations: Huel, Spotify, Amazon, TikTok Shop, Confidence

Places: UK

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