Experimentation platform
An experimentation platform for the decisions you make before you build
A/B testing platforms optimize what you've already shipped. Rapidly is the experimentation platform for the riskier question upstream: should this idea be built at all?
What is a business experimentation platform
An experimentation platform helps teams run structured tests and act on the results. A/B testing tools experiment on live products and traffic. Rapidly is a business experimentation platform for the stage before build: it turns an idea into a hypothesis, runs a pretotyping experiment, and produces evidence to fund, park, pivot, or stop.
Two kinds of experimentation platform
A/B testing and feature-flag platforms — Optimizely, VWO, LaunchDarkly — are excellent at optimizing a product that already exists: which button, which price, which flow converts better. They need live traffic and a built feature to test against.
But the most expensive decision happens earlier, before a single line of code: is this idea worth building in the first place? That question can't wait for live traffic. It needs a different kind of experiment.
What a pre-build experimentation platform does
Rapidly is built for experiments that de-risk an idea before you commit the budget.
- Turn a raw idea into a customer hypothesis with a clear evidence target.
- Identify the riskiest assumption — the one most likely to be wrong.
- Design the smallest pretotyping experiment that returns real signal.
- Measure actual customer behaviour, not surveys or opinions.
- Keep an evidence trail leaders can defend at a funding decision.
- Decide fast: back it, test again, park it, or stop it.
How Rapidly runs experimentation
Rapidly is an experimentation platform built on pretotyping, the method created at Google and taught at Stanford. It makes running a valid experiment fast enough to do dozens per quarter instead of one big bet per year.
Enterprise teams have used the method and platform to run 4,000+ experiments, save $30M+, and generate $38M+ — including Tabcorp's 130+ experiments in 12 months and AGL's 1,000+ tests per year. Many teams run Rapidly before their A/B platform, not instead of it.
FAQ
Common questions
What is an experimentation platform?
An experimentation platform helps teams design tests, run them, and act on the evidence. A/B testing platforms experiment on live products; Rapidly is a business experimentation platform for the stage before build, validating whether an idea is worth building at all.
How is Rapidly different from A/B testing platforms?
A/B testing platforms like Optimizely and VWO optimize products that already exist and need live traffic. Rapidly runs pretotyping experiments before anything is built, to decide which ideas deserve funding. The two are complementary — Rapidly upstream, A/B testing downstream.
Do I need live traffic to use Rapidly?
No. Rapidly's pretotyping experiments are designed to produce real customer signal without a finished product or live traffic, which is exactly why they work before you've committed to building.
How many experiments can a team run?
Because each experiment is scoped to the riskiest assumption, teams run dozens per quarter. Tabcorp ran 130+ experiments in 12 months and AGL runs 1,000+ tests per year on the method and platform.
Experiment before you build, not just after.
Bring one idea. Rapidly gives you the first experiment and the evidence to decide whether it's worth building.