July 2020 Round-up: Experimentation gold standard, inspiring passion, customer emotions, and more!

By: Daniel Molina
12 min. read Last updated: August 27th, 2020

experimentation news round-up articles

Experimentation News: July 2020

Is the ‘Experimentation Organization’ Becoming the Competitive Gold Standard? | Harvard Business School | James Heskett

Firms competing in today’s high tech environment routinely test such variables as offerings, page design, and service. For example, Booking.com, a Dutch-based travel website, has developed what another HBS Professor, Stefan Thomke, calls an “experimentation organization.” In his book Experimentation Works, Thomke writes that at Booking.com, “experimentation is an integral part of everyday life (where) … anyone can conduct or commission a test (without approval from above).” This requires that employees receive training in how to design and carry out experiments. Read more…

You should run more experiments | Chicago Booth Review | Oleg Urminsky 

Today, lots of other companies experiment all the time. Capital One supposedly does 80,000 small experiments in a typical year. Eight to 10 years ago, Google was doing 40,000–70,000 experiments a year. Now, we couldn’t even quantify how many experiments it completes, because it has moved to a continuous-experimentation mode. If you’ve been online in the past 24 hours, you probably have been a participant in one of these experiments. Read more…

Is Innovation at a Crossroad or a Dead End? | LinkedIn Post | Anand Rao

“Lastly, develop the ability to A/B test ideas, and do multiple pilots at the same time. That’s a muscle that companies need to develop. It doesn’t happen overnight, but they need to start. There’s a big cultural component, an org/operating model component, and a technology component. I cannot stress enough the need to create a culture for innovation, within groups, departments, the whole company.” Read more…

How customer emotion affects the user experience | National Retail Federation Blog | Peter Johnston

“We help retailers hit their growth targets, conversion rates and the other metrics that are important to them by understanding their customers better and coming up with approaches based on that understanding,” he says. “Then, through experimentation, we determine whether these ideas work, and how they might be improved.” Read more…

How to Create a Workplace that Actually Inspires Passion | Harvard Business Review | John Hagel III and John Seely Brown

The first way to support passion is to build systems for experimentation that help learners discover their particular domains. In our research we saw this happen through a combination of processes, tools, and management practices that were designed to compress cycle times and reduce the risk of failure. Often this included shared physical and virtual spaces for teams, prototyping and feedback tools, and management support. Read more…

Racism and Digital Design: How Online Platforms Can Thwart Discrimination | Harvard Business School | Kristen Senz

Through experimentation, Luca says, platform companies like Airbnb can surface design elements that align with both firm performance goals and inclusivity.

“If you’re running an online marketplace,” he says, “you should think about whether discrimination is likely to be a problem, and what design choices might mitigate the risk of discrimination. If you’re optimizing only to short-run growth metrics and ignoring the potential for discrimination, you might be creating a blind spot.” Read more…

Feeling Uncertain? Time for Experimentation |CMSWire.com | Lynne Capozzi

As brands adjust to new ways of working and find moments to build relationships with customers, continuing to experiment and creatively analyze data and learn from it will be essential. Organizations of all sizes need this kind of agility when faced with today’s novel combination of change and uncertainty. Such agility also calls for a flexible framework that supports both experimentation and, if the experiment works, scale. Read more…

Winning the digital transformation race: Three emerging approaches for leading transition | ScienceDaily.com | City University London

Professor Li interviewed senior leaders at eight global digital champions including Amazon, VMWare, Slack, Alibaba and Baidu to find out what their strategies were for innovation.

The findings can be summarised into three main approaches that are emerging:

  • Innovation by experimentation
  • Radical transformation through incremental approaches
  • Dynamic sustainable advantages through portfolios of temporary advantages Read more…

What is Multivariate testing? | Kameleoon Blog | Frédéric De Todaro

This blog explains what multivariate testing is, and outlines the methodology you need to follow to better engage with visitors on your website. Read more…

5 ways to adjust your experimentation strategy in response to the COVID-19 crisis | FullStory Blog | Natasha Wahid

It’s important to note that the behaviours detailed above are driven by external circumstances—e.g. people can’t leave their homes, stores aren’t open—but also by shoppers’ emotional states and contexts. Understanding the behavioural science behind why your shoppers do what they do will help you stay proactive when it comes to anticipating changes in behaviour; emotion is a key determinant in how your shoppers’ current behaviours will continue to evolve. Read more…

Some notable posts last month:



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Events and Webinars from Widerfunnel

Past webinars/events:

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