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Early stage

How we help teams evolve their experimentation capability

Visual representation of the product development journey from beginning to completion
BEGINNING
Early stage products path
ONWARD
1-3 weeks

Assess and align

  • Experimentation maturity assessment across tooling, teams, and data.
  • Identify technical and organisational bottlenecks slowing test delivery.
  • Define success metrics, with test velocity as a core metric.
4-8 weeks

Enable and unblock

  • Set up an experimentation platform with core metrics.
  • Establish delivery method (platform-injected or in-app feature tests).
  • Remove engineering friction blocking experiment delivery.
4-8 weeks

Deliver and measure

  • Define and deliver the highest-impact experiments.
  • Measure immediate impact across conversion, revenue, and key metrics.
  • Continuously build, test, and iterate to compound learning.
3-6 weeks

Transition to scale

  • Empower product owners and engineers to experiment.
  • Align product releases with experiment releases across environments.
  • Establish a continuous experimentation framework for feature testing.

Mature products header pathway
High maturity testing
Mature products header pathway

The process

Visual representation of the product development journey from beginning to completion
CONTINUING
Early stage products path
ONWARD
2-5 weeks

Feature experimentation

  • Transition from platform to in-app feature experimentation
  • Define feature gates, and SDK architecture and variables.
  • Refine 'route to live' process for experiments to allow rapid delivery.
Ongoing

Automate and expand

  • Leverage AI decision engines to scale personalisation
  • Sync experiment assignments and metrics to the data warehouse
  • Continuously optimise route to live to enable rapid test delivery
Ongoing

A Culture of testing

  • Empower product owners to assign guardrail metrics to every release.
  • Define rigorous acceptance criteria using statistical significance and MDEs.
  • Embed an 'experiment-everywhere' mindset across product teams.
Ongoing

MVPs as experiments

  • Empower product teams to experiment into new markets.
  • Launch MVPs rapidly using a focused SWAT team.
  • Validate market appetite through clear success metrics.

Case studies

Empowering engineering excellence in innovation and experimentation case study
Centre of excellence

Warranty & insurance

Empowering engineering excellence in innovation and experimentation

Over a three year partnership, we've brought rapid engineering delivery into Domestic and General to allow them to innovate and experiment at scale across all their core journeys

Delivering a cutting-edge booking engine and scaling through A/B testing case study
Speed to market

Hospitality and real estate

Delivering a cutting-edge booking engine and scaling through A/B testing

We partnered with Vacationer Dubai to launch a high-performance booking engine in six weeks, then scaled growth through continuous A/B testing, synchronised bookings, and real-time analytics.

Establishing engineering excellence in experimentation case study
Centre of excellence

Digital experimentation agency

Establishing engineering excellence in experimentation

We’ve been partnered with Creative CX for over two years, accelerating their experimentation delivery across multiple enterprise clients. By bringing rapid A/B testing development and solid engineering standards, we’ve helped scale their experimentation output and improve test quality across squads.

Optimising education processes using AI and MVP experiments case study
Speed to market

Education

Optimising education processes using AI and MVP experiments

We partnered with Learning DNA to modernise their core services, replacing manual workflows with a streamlined, secure digital platform built for scalability and future growth.

AI-powered ideation case study
Discovery

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.

Delivering a veterinary mobile app at speed case study
Speed to market

Pet care

Delivering a veterinary mobile app at speed

Previously struggling to gain traction, we took over The Net Vet app and delivered a working MVP in 3 months, transforming a stalled project into a successful launch before handing back over to the team

What our clients say

Discover how we've helped our clients achieve their goals

"Their contribution has been instrumental"

TopFlight have been a fantastic partner in scaling our experimentation efforts at D&G. Their developers quickly became a trusted extension of our team, delivering high-quality A/B tests at speed and introducing engineering practices that enabled us to bring test development in-house.

They balanced speed with innovation, pushing the boundaries of what we test and helping us unlock meaningful wins across core journeys. Their contribution has been instrumental in strengthening our test-and-learn culture and technical capability.

Portrait of John Cotter

John Cotter

Product Director at D&G

"Completely turned things around!"

TopFlight Digital came in and completely turned things around for us. As a holiday home company in Dubai, we're in a super competitive market, and we needed a booking engine that not only looked great but also worked hard behind the scenes. They picked up where a half-finished site was left off, cleaned up the chaos, and started building something from scratch that finally feels right for our brand and audience.

They've helped us define our brand's identity, optimise everything for guest experience, and handle all the tech too - experimentation, Google Analytics, you name it! One of our biggest requirements was making sure that our website could fully integrate with our property management software. Not only did they manage that, but they also communicated directly with that dev team and handled everything for us!

Even with the time zone difference, they're always quick to respond and happy to jump on a call. It honestly feels like they're part of our in-house team. We genuinely appreciate their professionalism, attention to detail, and dedication to getting things done right.

Highly recommend them to anyone looking for a digital partner who truly delivers. TopFlight Digital doesn't just live up to their name; they've helped our website take off.

Portrait of Harison Moore

Harison Moore

CEO of Vacationer Dubai

"Incredibly easy to work with"

Working with TopFlight has been an exceptional experience. They quickly understood our vision and built exactly what we needed. They are now partnering with us to scale our product in schools and they've really given us the firepower to innovate.

The team were proactive, thoughtful, and incredibly easy to work with always finding smart, pragmatic solutions without ever compromising on quality or compliance. Our platform has already helped us demonstrate the potential of Learning DNA to partners and investors, and it's given us a strong foundation to build on as we grow.

Portrait of Lizzie Shearing

Lizzie Shearing

Founder of Learning DNA

"Elevated our technical capabilities"

TopFlight have been an invaluable extension of our team over the past two years. As an experimentation agency, speed and quality are everything and TopFlight consistently deliver both. Their rapid delivery framework and deep engineering expertise have enabled us to build and deploy A/B tests at pace, without compromising on quality. Their developers are embedded directly into our squads and have become a trusted, high-performing part of our operation.

Since bringing them in, we've significantly increased the volume and complexity of A/B tests we can deliver, while also establishing a much stronger development culture. From robust engineering standards to reliable delivery processes, they've helped elevate our technical capabilities across the board.

Portrait of Mark Pybus

Mark Pybus

CEO of Creative CX

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