Javier Garcia Latorre is the Senior Product Manager at Delivery Hero, based in Berlin. He oversees the company's experimentation platform, which is used by teams across regions like APAC and South America. Javier's experience spans multiple industries, where he's been deeply involved in the growth and development of experimentation, from startups to scale-ups, fostering a culture of data-driven decision-making.
Some Key Takeaways:
Experimentation in product management has evolved to focus more on product discovery and risk reduction, moving beyond traditional A/B testing aimed solely at impacting metrics.
Each decentralized experimentation team at Delivery Hero runs its own experiments independently while contributing to the company’s overarching goals, allowing for better scalability and flexibility.
Delivery Hero uses local "champions" to promote best practices across departments, providing training and guidance to ensure smooth onboarding and scaling of experimentation.
Automation plays a crucial role in Delivery Hero’s decentralized experimentation, from setting up experiments to analyzing results. The experimentation team continuously works to remove blockers in this model to facilitate smoother experimentation for other teams.
Javier views AI as a key enabler for speeding up experimentation processes, including automating insights, creating hypotheses, and translating business requirements into experiment setups.
In this episode, we cover:
(00:36) Javier's Background and Role at Delivery Hero
(01:42) Evolution of Experimentation in Product Management
(02:36) Decentralized Experimentation at Delivery Hero
(09:24) Organizational Alignment on Goals and Metrics
(10:25) Managing Overlapping Experiments and Complexities
(20:34) Training and Onboarding Teams for Experimentation
(24:46) Automation's Role in Decentralized Experimentation
(27:49) AI's Impact on the Future of Experimentation
Referenced:
Javier García Latorre on LinkedIn
Building a Global Experimentation Platform: The Technical Challenges (blog post)
Experimentation at Delivery Hero is Fun with Flags (blog post)
Speaking of Fun with Flags…
It’s either really exciting or an incredibly quirky environment at Delivery Hero 🤣
📅 Upcoming Interviews
🎙️ Interested in elevating your personal brand and thought leadership?
Join one of three available formats: 1:1 interviews with top leaders in experimentation, micro-interviews designed for those just starting their thought leadership journey, and intimate roundtable discussions for 2-3 established in-house brands seeking peer-to-peer insights. Ready to take the next step? Send me a message on LinkedIn to explore how you can get involved.
👀 Is it a bird…or a plane?
Nope, just me searching for 2-3 more experimenters to join an upcoming roundtable discussion! If you're already running experiments and want to connect with peers to share insights—the good, the bad, and everything in between—this is a great opportunity. It's your chance to dive into meaningful conversations and gain valuable perspectives on a specific experimentation topic. Check out this example and this example from past roundtable events to see what it's all about.
Whenever you're ready, there are 3 ways I can help you:
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About the Host
I’m Brian Poe, Founder and Chief Optimization Officer of Mammoth Insights, where we specialize in helping companies enhance their digital strategies through Conversion Rate Optimization (CRO) and experimentation. With over 15 years of personal experience in the marketing industry, we have a deep passion for uncovering hidden opportunities in data to drive significant improvements in overall business performance. At Mammoth Insights, we offer affordable CRO services, including quant/qual research, market analysis, UX and copy research, A/B testing, and more, tailored specifically for mid-sized to enterprise companies. Our mission is to make complex CRO concepts easy to understand and implement at an affordable price without sacrificing expertise or quality.
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