Native’s Transformation: Zero to High-Performing in 6 Months

Full-funnel optimization program

Their Challenges & Our Solutions

• No formal testing program or processes in place at project start Built and launched a full CRO program from scratch — including testing frameworks, pre-test calculations, and operational workflows.
• Low testing velocity and lack of statistical rigor Resolved by integrating pre-test planning rigor and launching 15 tests in ~3.5 months, maintaining high standards and zero QA issues.
• Fragmented research and ideation efforts Addressed by executing 16 research initiatives, creating a centralized research hub for ongoing insights, and creating a test idea submission form.
• Limited design capacity and a need for strategic help Solved by fully redesigning 20 PDPs and aligning design execution with top priorities.
• Need for a scalable governance and program management framework Solved by implementing a comprehensive Airtable setup.
• Lack of internal training and knowledge transfer Solved through the creation of an Experimentation Playbook and delivery of four customized training sessions to ensure internal team ownership.
• Pressure to drive measurable performance improvements quickly Delivered measurable results: +7.24% lift from a single product listing page test and +7.51% lift from a single navigation simplification test, for example.

Our Process

We were evaluating critical aspects like:

Testing velocity and workflow efficiency

Statistical rigor and pre-test planning processes

Research integration and insight generation

Template designs

Experiment prioritization frameworks

Governance models and team accountability

Cross-functional collaboration

QA processes and post-launch stability

Roadmapping practices for continuous testing

Standardization of test reporting and result sharing

Airtable program management setup and adoption

Training needs for long-term team independence

We focused on

• A/B testing at scale: Launching and scaling a rigorous A/B testing program.
• Design research: Embedding research and UX discovery into the experimentation pipeline.
• Redesign: Redesigning and optimizing high-impact templates (PDPs).
• Workflows: Building operational workflows for faster, higher-quality execution.
• Stronger stats: Upleveling statistical rigor, QA standards, and reporting processes.
• Empowering teams: Training the internal team to independently scale and sustain the program.

When Native partnered with Chirpy, they weren’t just looking for more tests — they were looking to build a high-velocity, research-backed experimentation program from the ground up.
We moved quickly, standing up a full program management system and launching 15 high-quality tests in under four months — all with zero QA issues. Alongside testing, we executed 16 research initiatives, redesigned and launched 20 PDP screens, and developed an experimentation playbook paired with hands-on training sessions to ensure the internal team could scale the program independently

To support long-term growth and sustainability, we built a comprehensive Airtable-based program management system — complete with a centralized testing hub, research hub, insights repository, materials repository, and dashboards — giving Native a true operational backbone for continuous optimization.

The best CRO systems aren’t plug-and-play — they’re designed to be owned, evolved, and scaled internally. That’s why we worked closely with Native’s team not just to deliver wins, but to transfer knowledge, train new workflows, and embed durable processes. Through workshops and real-world launches, Native didn’t just get a system — they got the capabilities to grow it.

From Insight to Impact

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Deliverables

Research Briefs and Reports

Formal briefs and full reports synthesizing research findings from multiple methodologies (heuristics, analytics, heatmaps, session recordings, surveys, and more).

• Heatmaps
• Session recordings
• Unmoderated user testing
• GA4 & Looker analysis
• (2) customer feedback analyses
• First-click testing
• Preference testing
• Prototype testing
• Competitor analysis
• Heuristic analysis
• Navigation mapping
• Survey

Experimentation Framework

Experimentation playbook.

A structured guide detailing experimentation principles, best practices, workflows, and templates — designed to be a long-term internal asset.

Program Management System

A fully customized system including:

• Testing and research hub.
• Insights and materials repository.
• Live dashboards.
• Test idea intake form.
• Built-in prioritization framework.
• Dynamic testing roadmap.

from Planning to Performance Insights

Four internal training workshops (with decks + recordings):

Covering topics such as experimentation fundamentals, pre-test planning, governance, reporting, and measurement.

Test documentation and reporting templates:

Standardized templates for test briefs, live test plans, post-test analysis, and executive summaries.

Pre-test calculation training and tools:

Tools and frameworks to calculate MDEs, estimated durations, etc. — enabling smarter and more effective testing.

End-of-month reviews:

Monthly summaries reviewing testing velocity, test outcomes, learning documentation, etc.

Quarterly business reviews (QBRs):

Strategic quarterly meetings and reports connecting experimentation outcomes back to broader business goals and KPIs.

Weekly email newsletters:

Curated updates summarizing live tests, key learnings, testing highlights, research highlights, etc. — maintaining program visibility internally.

20 figma designs:

UX/UI for new PDP templates with accelerated test launch readiness.

Ad hoc consulting and strategic support:

Ongoing, flexible support for things like real-time feedback on prioritization, test ideation, results, etc.

Results

At the end, we have

1. From 0 to 15 tests launched in just ~3.5 months with full program management stood up – included a mix of superiority and non-inferiority tests
2. 16 research initiatives completed in 6 months
3. 20 PDP screens designed and launched on time — even with brand-side delays
4. Killer testing program metrics with multiple statistically significant wins. Superiority tests: 45% win rate, +6% average impact per test
5. +7.51% increase in transactions from a single test (navigation simplification) at 95% significance with a confidence interval of +0.69% to 12.78%
6. Zero QA issues post-launch across all experiments
7. Full Airtable program management system built, including a testing hub, research hub, insights repository, materials repository, dashboards, and a test idea intake form
8. Experimentation Playbook and 4 custom training sessions delivered