The Online Controlled Experiment Lifecycle
Journal article, 2020

Unlike other techniques for learning from customers, online controlled experiments (OCEs) establish an accurate and causal relationship between a change and the impact observed. We show that OCEs help optimize infrastructure needs and aid in project planning and measuring team efforts. We conclude that product development should fully integrate the experiment lifecycle to benefit from the OCEs.

online controlled experiments

Data-driven development

A/B tests

experiment lifecycle


Aleksander Fabijan

Malmö university

Pavel Dmitriev


Helena Holmström Olsson

Malmö university

Jan Bosch

Chalmers, Computer Science and Engineering (Chalmers), Software Engineering (Chalmers), Software Engineering for Testing, Requirements, Innovation and Psychology

IEEE Software

0740-7459 (ISSN)

Vol. 37 2 60-67 8501922

Subject Categories

Production Engineering, Human Work Science and Ergonomics

Other Mechanical Engineering

Software Engineering



More information

Latest update