Aligning Experimentation with Product Operations: A Taxonomy for Structuring Experimentation Teams
Abstract: Organizations increasingly rely on experimentation to drive data-informed decision-making and innovation. While models like the Flywheel offer guidance on scaling, they often assume a fixed operational context without addressing its impact on experimentation practices. This study examines how experimentation team structures interact with an organization’s operating model. Based on semi-structured interviews with 19 industry experts, we identified recurring organizational patterns and developed a multi-dimensional taxonomy. Our findings reveal four quadrants defined by team structures (centralized, decentralized, Center of Excellence) and operational models (Product vs. Feature-Management Operating Models). Each quadrant presents distinct challenges and trade-offs. By clarifying these interactions, our results support organizations in evaluating their experimentation maturity and applying targeted changes—such as introducing a Center of Excellence or adjusting operating models—to enhance scalability and alignment.
Published at SEAA 2025 (Euromicro Conference on Software Engineering and Advanced Applications), Lecture Notes in Computer Science, vol 16083, Springer. Co-authored with Nils Stotz, Ben Labay, and Paul Drews.
