Launching the Samsung S22 series through our new product Testful

Case study — Human–AI Interfaces

Building A/B experiences across various platforms and markets taught us many lessons, one of the most important being: good A/B experiences tend to stick around and return all the time. That becomes a repetitive challenge, and a lot of development effort goes to waste on tasks that non-technical people could deliver — with a touch of Testful.

Last year, we delivered 77 experiments in a six-month period for seven Samsung markets using our Experiment Framework. With Testful, we managed to develop 42 across 22 Samsung markets in only three days.

Testful is our solution for repetitive, customizable, and easily configurable experiences. Instead of building experiences, we build experience templates that anyone can configure. It automates the delivery of multiple experiments in one go through A/B templates that require zero development effort to be updated and deployed across any market.