From OKRs To Strategic Experimentation - Masters of Conversion 2024 - Bjarn Brunenberg.pdf

Too many businesses fail to connect their strategy with their testing programs, leading to a lack of meaningful growth. But why?

The root problem is the ‘strategic gap’—the disconnect between management’s targets and the teams solving core problems.

In the world of testing, two types of companies emerge:

Company A: They chase quick wins, treating testing as tactical gambles. This leads to siloed teams, sloppy decision-making, and no growth.

Company B: They use experimentation as an operational model. They learn fast, make informed decisions, and solve strategic problems as a team.

Non-strategic testing isn’t just a missed opportunity; it has a compounding effect that can break your business.

So, how do we bridge the strategic gap and become Company B?

In this session, Bjarn Brunenberg, Experimentation Lead at TomTom Group, will present his powerful framework that transforms ambitious targets into strategic experimentation. This model empowers teams to make high-quality, aligned decisions rapidly.

1. From OKRs to
Strategic Experimentation

2. Dream World
Real World
VS
Why do teams struggle?

3. “Paid to have opinions?
That’s your boss in a nutshell.”
~ The Hippo

4. Most Decisions Based on Gut Feeling

6. Your financial results are the outcome
of the decisions you make

7. The Force: Experimentation

8. Increase Profit!

9. Profit Pressure Cycle
Deliver profitable
outcomes fast
Research is ditched
High demanding
customer needs
Building test designs
more difficult
Growth overworked
trying to make impact
Management
expectations are unmet
Management dictates
what to build
Proffit
Pressure

10. Strategic Experimentation Framwork
‘Strategic Gap’
OKRs Experimentation

11. How to use the Force?
•Spaghetti Testing
•Hacks & Quick Wins
•Siloed Work

12. The Cost of Non-Strategic Testing
Great Strategic Testing
Compounds!

14. Hi you!
Impact this metric and drive an outcome by end Q3

15. A Powerful Framework that
transforms ambitious targets
into strategic experimentation

16. 3 Forces of Strategic Experimentation
Solutions
3. Solution Discovery
Opportunity
2. Opportunity Discovery
Revenue
1. Strategic Alignement
OKRs

17. Force 1: Strategic Alignment
Revenue
OKRs
1 2 3
KPI 1 KPI 2 KPI 3
“Increase Revenue”
Sub metric Sub metric Sub metric Sub metric Sub metric Sub metric
OKR OKR OKR OKR OKR OKROKR OKROKR

18. Force 1: Strategic Alignment
Revenue OKRs
1 2 3

19. Force 2: Opportunity Discovery
OKRs
Opportunity
1 2 3
OKR
Opportunity Opportunity Opportunity

20. Force 2: Opportunity Discovery 1 2 3

21. Force 2: Opportunity Discovery 1 2 3

22. Force 3: Solution Discovery 1 2 3
OKRs
Opportunity
OKR
Opportunity Opportunity Opportunity
Soultion
Solution Solution
SolutionSolution
Solution Solution
Solution Solution
SolutionSolution
Solution Solution
Solution Solution
SolutionSolution
Solution Solution

23. Force 3: Solution Discovery 1 2 3
OKRs
Opportunity
Soultion
OKR
Opportunity Opportunity Opportunity
AB test AB test
AB testAB test
AB test AB test
AB test AB test
AB testAB test
AB test AB test
AB test AB test
AB testAB test
AB test AB test

24. Force 3: Solution Discovery 1 2 3
How might we method
1-2-4-all Brainstorm

25. Force 3: Solution Discovery
Inspired by Speero
1 2 3
Solutions: strategies and
tactics to experiment
2 3
KPI: goal-specific,
connected to OKRs
Opportunity written in
‘how might we format’
1

26. Experiment
+5.7% users
starting Trial

27. Force 3: Solution Discovery 1 2 3
OKRs
Opportunity
Soultion
OKR
Opportunity Opportunity Opportunity
AB test AB test
AB testAB test
AB test AB test
AB test AB test
AB testAB test
AB test AB test
AB test AB test
AB testAB test
AB test AB test

28. Force 3: Solution Discovery 1 2 3
OKRs
Opportunity
Soultion
OKR
Opportunity Opportunity Opportunity
AB test AB test
AB testAB test
AB test AB test
AB test AB test
AB testAB test
AB test AB test
AB test AB test
AB testAB test
AB test AB test

29. Strategic Experimentation Framwork

30. Strategic Experimentation Framwork

31. The Forces Unlocked

32. That’s it!

33. Backup Slides

34. Opportunity – Solution Framework

35. Goal Tree Map Framework

36. Setting Clear OKRs

37. Not as Black and White

38. From Data Insights to Strategic Testing

39. Why Visualisation is Important?

40. Avoid Suggesting a Solution in HMW Question

41. Focus Your HMW on the Desired Outcome