Lifecycle experimentation started life as a single recurring campaign. Every new test meant duplicating a template, hand-editing HTML, wiring a fresh audience, and re-QA-ing all of it - so setup cost scaled linearly with the number of tests, and the team only ever ran the cheap ones.
The full study covers the Figma → spreadsheet → data feed → Iterable pipeline, why a spreadsheet is the right control surface rather than an embarrassing one, and the combinatorics problem that arrives free with the solution.
My MasterClass work covers internal architecture, tooling and numbers, so the full write-up is shared on request rather than published openly. Email me and I’ll send the passphrase - usually the same day.
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