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.
The talk will happen live via Zoom.
This talk is worth 1 SDC study point.
Experimentation, co-creation, participatory design
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.
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