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AI and technology
AI-powered ideation
Our clients had a need to power their ideation process with AI. We built OptiPilot AI, a tool scans that a webpage and consumes various data formats to generate hypotheses for A/B tests.
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Case study creative-cx
Helping scale Creative CX's experimentation delivery through engineering excellence
Technologies
The tech stack we used to build this project
Optimizely
TypeScript
React
GH workflows
Node.js
Webpack
Project summary
Creative CX is a leading UK-based experimentation agency focused on A/B testing, personalization, and UX optimization for enterprise clients. For over two years, TopFlight has worked as a fully embedded engineering partner, supplying high-performance developers to power their experimentation teams. Through our rapid delivery framework, custom tooling, and consistent engineering excellence, we’ve helped Creative CX scale both the quantity and quality of their experimentation output — delivering tests faster, more reliably, and with a level of technical consistency that’s raised the bar across their squads.
The problem
As Creative CX continued to scale and take on more complex client work, they identified the need for a more consistent, reliable development function to support their growing experimentation output. To meet increasing client demand without compromising on quality, they sought a trusted technical partner who could bring deep A/B testing expertise, support high-velocity delivery, and help embed robust engineering practices across their squads; all while maintaining the agility required in the CRO space.
The challenge
Experimentation engineering is a specialist discipline, one that requires both deep technical know-how and a sharp understanding of how to move fast without breaking things. The challenge wasn’t just delivering more experiments; it was about embedding standards, tooling, and workflows that would support growth and maintain quality across multiple squads and clients. In addition, Creative CX needed developers who could integrate seamlessly with their teams, communicate effectively with stakeholders, and adapt to a variety of testing platforms and tech stack
The services
Our long-term partnership with Creative CX has focused on enabling rapid, high-quality experimentation at scale. Working as a seamless extension of their internal teams, we brought deep expertise in A/B testing development and helped shape a reliable delivery framework that supports both speed and technical excellence. We introduced structured engineering workflows, consistent branching strategies, and robust code review practices, all tailored to the fast-moving nature of experimentation. To further empower their teams, we developed a custom, platform-agnostic Chrome Extension that streamlines client-side test builds across a variety of platforms.
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