Wharton Interactive A/B Testing Simulation

Interactive Simulation Conversion Optimization SaaS App Explore–Exploit

Project Overview:

I conceived of, co-designed, developed the core simulation logic for, and helped launch Wharton Interactive’s hands-on A/B Testing Simulation. The simulation is designed to be an interactive learning experience where participants step into the role of e-commerce director and use A/B tests to run a CRO campaign over 12 simulated weeks. Learners design experiments, read real-time dashboards, and earn profit by tuning price, copy, and targeting strategies—all inside a browser-based interface that mimics modern CRO platforms. The module can be used in instructional settings to help build intuition about randomized experiments, customer targeting, effect-size × sample-size trade-offs, and the classic explore–exploit dilemma.

🌐

Visit the Simulation Homepage

Interactive trailer, educator resources, and sign-up

Key Contributions & Technical Execution

💡 Project Ownership

While it took a full team of collaborators and partners to bring this project to life, the product is based on my core idea. I initiated, proposed, helped secure funding for, and wireframed the original app concept.

👥 Cross-functional collaboration

Worked in tandem with academic administrators, product managers, designers, and engineering teams to turn my concept into a full-fledged educational SaaS app.

🛠️ Simulation Engine

Developed Python back-end that simulates traffic and heterogeneous treatment effects, exposing learners to realistic complexities about the tradeoffs between statistical and economic objectives.

📢 Instructor Toolkit

Worked with Wharton Interactive to develop instructional materials that give faculty the flexibility to pick and choose what they want to emphasize and how they want to teach, allowing deployment in 2-4 hour class blocks or async homeworks.

Key Learning Outcomes

Realistic interactive experience

Participants experience the full cycle of running a CRO campaign and are exposed to core concepts from both statistics and business environments for running successful business experiments.

Explore vs Exploit Intuition

Learners feel the cost of acting on noisy data and the benefit of waiting for power—capturing the explore–exploit tension at the heart of business testing.

Hands-On CRO Skills

Participants practice framing hypotheses, allocating traffic, implementing targeted intervnetions, and interpreting lift metrics.

Recognition & Impact

🏫 Classroom Adoption

Used by dozens of universities and thousands of students worldwide.

🎥 Media & Events

Featured in Wharton’s Analytics Conference; YouTube talk on "The Art & Science of A/B Testing" has 2.5k+ views.