Building an experimentation framework from scratch

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DATE & TIME
May 20, 16:00 - 17:00 CET
DURATION
1 hour
WORKLOAD
1 hour
LANGUAGE
English
PRICE
US$ 20.00 *

If you are not yet a member of our online campus, this link will take you to the registration page. Membership is free but required to sign up for activities.

DESCRIPTION

The concept of experimentation is often simplified and reduced to merely the method of so-called A/B tests. While conducting such tests is always a useful addition to a method portfolio, the real potential of the concept becomes apparent only after taking a second and at the same closer as well as broader look. Because experimentation is more than just a method. It is a mindset, a culture of (product) development and a business strategy.

In this talk, you will encounter snapshots from a journey towards large-scale multi modal product research. Sarah will share her experiences from establishing experimentation at large scale. She will touch upon practical as well as cultural challenges that she has encountered, and she will present some ideas of how to tackle them. And be prepared! Sarah will convince you why she prefers the term insight-driven over data-driveness, her understanding of the term user-centricity in this context and how her academic background plays a central role in her vision of an ideal organisational setup.

OUTCOMES

  • Understand that a successful experimentation framework depends on four equally important pillars, namely methodology, infrastructure, process and culture
  • Learn that experimentation is not a one-person job, but requires engagement, support and commitment from all parts of a company to tackle the cultural challenges that one will face when introducing this mindset
  • Understand that experimentation in a sense of the method ‘A/B testing’ should not stand alone. Instead, we should combine the strength of the academic approach of research with the agility of modern product development / business research to leverage the full potential of the underlying framework

FORMAT

The talk will happen live via Zoom.

STUDY POINTS

This talk is worth 1 SDC study point.

KEYWORDS

Experimentation, co-creation, participatory design

360° SERIES

SDC_illustration_360_degrees_series_ability04_exercise_lightblue

ABILITY 04 - Involve all stakeholders
LEVEL - EXercise

360° SERIES

SDC_illustration_360_degrees_series_ability04_exercise_lightblue

ABILITY 04 - Involve all stakeholders
LEVEL - EXercise

DATE & TIME
May 20, 16:00 - 17:00 CET
WORKLOAD
1 hour
PRICE
US$ 20.00 *
DURATION
1 hour
LANGUAGE
English

If you are not yet a member of our online campus, this link will take you to the registration page. Membership is free but required to sign up for activities.

* Approximately EUR 16,50. Prices are exclusive of VAT. Non-EU citizens are exempt from VAT on e-services which includes online courses, workshops and talks.

Meet the speaker

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Sarah Bütof (Germany) is the Principal Product Manager for Experimentation at FREE NOW, a mobility joint venture backed by BMW Group and Daimler AG that attracts customers with a diverse service portfolio including ride-hailing and micro-mobility as the biggest multi-service mobility provider in Europe.

Besides that, Sarah works as a free consultant to support other companies in becoming more insight-driven and user-centric. Being a psychologist with a strong focus on research and statistics, Sarah has worked around 10 years in academic science, mainly neuroscience, where she has studied pathological alterations in human brain connectivity with the means of 4D neuroimaging data. After concluding her research career with her doctoral thesis, she decided to look out for new challenges. In a first smaller move she became a full-time lecturer for experimentation and research methodology, before making the great leap into the private industry sector.

Sarah joined a large e-commerce company as an Experiment Analyst and was instantly amazed by the application of experimentation methods in the world of agile product development. Inspired by what she had learned in an already well-established experimentation and data-driven environment, she was eager to go the next step and take responsibility for creating a framework on her own and bringing experimentation to life in other companies that take up the experimentation challenge.

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