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Optimization in Product

The Yelp Story: Building an Experimentation Program From the Ground Up

Duration: 50 minutes


Rohan Katyal

Rohan Katyal

Product Manager, Marketplace


Rohan is a Product Manager at Yelp with experience working on experimentation, marketplaces, and consumer tech. Currently, he works at Yelp as a Marketplace Product Manager. In his previous role, Rohan evangelized data-driven product development by fostering a culture of experimentation that encourages teams to measure what matters, building the Yelp experimentation program from 0 to 1. Before Yelp, he worked on the product team at Yahoo.

About The Session

How do you build an experimentation program from the ground up at a large public company with thousands of employees? How do you scale your testing pipeline from 0 to 1000+ experiments annually in less than two years?

Rohan will share his journey of building an experimentation program at Yelp, the platform that connects consumers with great local businesses. Yelp provides a one-stop local platform for consumers to discover, connect and transact with local businesses of all sizes by making it easy to request a quote, join a waitlist, and make a reservation or an appointment.

Rohan will talk about how the investments made in experimentation at Yelp have led to a 10X increase in the volume of experiments and a 2X increase in statistical decision accuracy. The program has enabled significant improvements in UX on the platform and generated incremental revenue for the business.

What Rohan Will Share

  • What the experimentation landscape looks like at Yelp
  • How to create a roadmap for an experimentation program
  • How to integrate experimentation in your organizational culture