A/B testing is common practice to test web site designs and content but most companies find it much harder to implement on their core offerings or processes.

In this talk, we will explore a how to implement an A/B testing using IBM ODM to test pricing scenarios in an insurance context. While the main example will be drawn from insurance, it will be applicable to other areas and could be applied to ‘safely’ test process changes in large organisations.

We will touch briefly on the design patterns that enable innovation, development practices needed to create agility and the data needed to be successful.