Case Study: TPG Telecom builds a culture of experimentation with Optimizely

Building an experimentation culture at TPG Telecom with Optimizely

TPG Telecom needed a simpler, more consistent way to scale experimentation after its merger with Vodafone, as previous testing methods were fragmented and difficult to unify. Working with Optimizely and its Web Experimentation platform, the company set out to build a stronger experimentation culture while improving digital experiences and customer decision-making.

Optimizely helped TPG Telecom move from a centralized model to a hybrid approach, with a central team providing standards, training, and support while individual squads ran their own tests. This enabled data-driven decisions such as refining iPhone launch messaging based on customer behavior, and helped embed testing, learning, and continuous improvement across the business.

TPG Telecom

Rikard Stolz

Head of Design & Digital Labs