Innovation & Experimentation

Good Growth - Innovation & Experimentation

What we do


Innovate digital journeys that delight customers.

Grow faster by embedding an iterative process of Test & Learn, and respond to measurable customer failure to deliver sustainable growth through digital channels.

The Challenge

All organisations look to improve performance through innovation. This could be through new assets, marketing campaigns, improved customer journeys or optimisation of current activity. But despite significant effort and investment it is common to gain limited, if any, return on investment.

Our Response

We work with organisations to embed our Test & Learn process that, whether it be a single AB test or a complex multi-page journey launch, is rooted in design thinking principles:

Hypothesis development

Establish a clear understanding of the customer challenge that the test is responding to.


As informed by the hypothesis, ideate potential responses that address the customer need.


Build and release the alternative user experience.


Measure the impact of the variation through a rich analysis of impacts in both commercial metrics and user engagement.


Using the results of the test, iterate and develop the initial hypothesis to unlock additional testing cycles.

The Output

A faster rate of growth delivered through an iterative, data driven approach to innovation that places the customer at the centre of decision making.

(Good Growth’s) thorough customer- first approach helped us to see things in a new light and to focus on the most important challenges, stimulating different conversations with our team and challenging our business to rethink customer behaviours and our approach to testing and priorities.

Rick Almeida VP of ecommerce, Puma

Good Growth has helped us build a scientific testing programme that delivers sophisticated insights into our viewers’ online behaviour and needs. Our product team is now using these insights to develop and innovate product features that are more responsive to our dynamic customer base.

Stuart Jones Head of Product for Core Experience, ITVX

Since launching the new ‘Pet-Led customer journey, we have continued to work collaboratively with Good Growth, drawing on their expertise to define a robust roadmap of test and learn to refine the experience, with data driven focus from detailed metric analytics, user experience data and focused customer surveys. Good Growth have been an amazing team to work with and they continue to work collaboratively with us, and our external partners, as our joined-up pet care customer experience evolves into the proposition of the future.

Chris Hoyland Group Digital Director, Pets at Home

What our clients say