Supporting Babbel with Internal Tooling and A/B Testing Strategy
We helped Babbel improve their internal deployment tooling and provided strategic guidance on their A/B testing platform, combining hands-on Rails development with technical evaluation to support informed decision-making.
Overview
Babbel, one of the world’s leading language learning platforms, brought us in to support their engineering and product teams with two key initiatives: improving internal deployment tooling and evaluating the future of their in-house A/B testing infrastructure.
Our work helped streamline Babbel’s engineering workflows and provided clear strategic insight into whether they should invest further in building their own experimentation platform or move to a third-party solution.
The Challenge
As Babbel scaled, they faced growing complexity in managing deployments across multiple services and environments. At the same time, their in-house A/B testing platform needed reassessment—was it worth continued investment, or would a commercial product better serve their needs?
They needed experienced developers who could integrate quickly, contribute meaningfully to both development and strategy, and work cross-functionally with product and data teams.
Our Solution
We worked alongside Babbel’s tech leadership and engineers to improve their internal tooling, reduce friction in deployment processes, and bring clarity to their experimentation platform roadmap.
Our work included:
- Improving and refactoring internal deployment tools to increase speed and reliability
- Providing hands-on Rails development support for internal systems
- Conducting a thorough assessment of Babbel’s A/B testing infrastructure
- Benchmarking in-house tooling against leading third-party solutions
- Delivering recommendations on build-vs-buy strategy based on performance, cost, and team impact
Results
Our collaboration helped Babbel increase internal developer productivity, reduce operational pain points, and make a well-informed decision about the future of their A/B testing platform.
By pairing deep technical expertise with strategic thinking, we gave Babbel’s teams the confidence and clarity they needed to move forward with both operational improvements and product experimentation planning.
