Command
Innovation Lab
Everything being tested before it earns a place in the operating stack. Each experiment carries a stated hypothesis, a decision date and a kill condition.
Live experiments
6
Three in Gurugram, two national, one NRI
Shipped this quarter
4
+2 vs Q4Twelve-week shape, pilot window
Killed this quarter
3
Kill rate is healthy, not a failure
Median time to decision
23 days
Twelve-week shape, pilot window
Experiment board
| Experiment | Hypothesis | Stage | Read | Decision |
|---|---|---|---|---|
| Vernacular Aiera (Haryanvi) | Regional accent lifts Gurugram pickup | Live | Pickup 41% → 47% | 18 Apr |
| Video site-visit reminder | A 20s reel cuts no-shows | Live | No-show 34% → 27% | 12 Apr |
| Loan pre-check in chat | Early eligibility raises visit quality | Live | Too early | 02 May |
| WhatsApp price-drop alert | Alerts reactivate cold buyers | Live | 3.1% reactivation | 26 Apr |
| Weekend-only Aiera window | Weekend calls answer better | Live | No difference yet | 20 Apr |
| AI floor-plan Q&A | Answering plan questions cuts advisor load | Live | −11 min per lead | 30 Apr |
| Cold-call revival | Six-month-old leads still convert | Killed | 0.4% conversion | Closed 08 Mar |
| Instagram DM autoresponder | DMs behave like WhatsApp | Killed | Policy friction | Closed 21 Feb |
How an experiment moves
Written hypothesis
One sentence, one metric, one number that would make us wrong.
Bounded pilot
A single city or a single project, never the whole book.
Read at the decision date
No extensions unless the sample is genuinely short.
Ship or kill
Shipped work moves into a named module with an owner.
Standing rules
Nothing runs without a kill condition
An experiment that cannot fail is a rollout wearing a disguise.
Buyers are told when they are talking to Aiera
No test overrides disclosure, whatever it would do to the numbers.
How to read this page
Command · Innovation Lab
Window
Rolling 90 days of the India Realty pilot, refreshed nightly at 02:00 IST.
Sources
Aiera call logs, WhatsApp Business API, CRM stages, Meta and portal spend exports.
Joins
Every number is joined to a booking where one exists, not to leads, so cost lines stay comparable.
Limits
Ninety days is short for a ₹1.5 Cr purchase. Late-window cohorts are still open, so treat conversion as a floor.