Refining Design for Business: Using analytics, marketing, and technology to inform customer-centric design

Chapter 7. Building an Optimization Organization

Adopting the optimization methodology can seem like a daunting task in today’s business environment. Many companies are still experimenting with basics, such as how to organize for the digital space, and companies wanting to expand their testing programs have few existing models to follow in this nascent field. This chapter shows how companies of any size and sophistication level can gradually adopt the practice of optimization, adapting their organizational structure, collaborative approaches, and hiring practices over time.

Optimization Maturity Model

To apply the optimization method, most companies must adapt various aspects of their businesses, ranging from how they use data to how teams are ...