Experimentation Infrastructure: A/B Testing in Practice

Every great product evolves through iteration, and at the heart of iteration is experimentation. A/B testing isn’t just a growth hack, it’s how high-performing product teams validate ideas, refine UX, and balance innovation with user trust. If done right, experimentation creates a safety net for bold moves and a lens for product truth. Conversely, it leads to vanity metrics, false positives, and misleading learnings.This blog post explores how companies like Netflix, Booking.com, and Pinterest build experimentation systems at scale. We’ll deconstruct real-world tests, highlight infrastructure design, and offer a framework for PMs to run meaningful experiments.