Experimentation
Culture Awards
Globally awarding your growth in experimentation culture
Sharing inspirational stories by the nominees & winnersThe 2025 live broadcast was on May 22, 2025
The broadcast has 120+ minutes of keynotes, interviews and winners
THE 2025 AWARD NOMINEES
2025 Rising Star Award nominees (jury voting)
2025 Team Award nominees (jury voting)
2025 Organization-wide Award nominees (jury voting)
2025 Community Award (community voting)
The case submit deadline for the 2025 experimentation culture awards was March 31st 2025. We received 53 case submissions.The 2025 jury went through all the jury cases and rated each of them on a 1 to 5 scale (1= should not be nominated, 5 = should be nominated). Jury members were not allowed to vote on cases by friends, family, colleagues or clients. The top 5 in each category (based on average score) are finalists for the awards.All the jury finalists will be interviewed through a video call. Based on these interviews, the jury selects the category winners.The judges did not vote for the community cases. These results will be derived from the voting by the full #EXPCA community.Looking for the 2024 nominees & winners? Find them here!
RISING STAR NOMINEES
For organizations (teams) that grew from almost no experimentation, to scaling up experimentation quickly.
Condor Airlines (DE) - For cleared for take off: Establishing experimentation in a transformation process.
LeoVegas Group (SE) - For experimentation without borders: Integrating A/B testing across teams.
Winner of the 2025 Rising Star award: Lomax A/S (DK) - For going from external consultants to internal excellence: Driving CRO success through collaboration and transparency.
TVH (BE) - For scaling CRO for ecommerce growth.
Unicef España (ES) - For turning data chaos into CRO magic.
Click on the organization name to read the case description
See the 2024 rising star nominees & winner
May 22, 2025 - live recording
TEAM NOMINEES
For organizations (teams) that grew from some people applying some CRO / Experimentation to a more solid set-up, and a strong team.
Decathlon Digital (FR) - For the experimentation operating system.
Winner of the 2025 Team award: John Lewis & Partners (UK) - For how the User Research and Experimentation Team helps teams at John Lewis make better decisions, faster.
Lampenlicht (NL) - For hyperscaling experimentation across multiple teams on a budget.
Sky (UK) - For Sky's Service Experimentation team: Going from siloed experimentation to business validation at the core.
Universal Destinations & Experiences (US) - For from optimization to innovation: Building an experimentation culture at scale.
Click on the organization name to read the case description
See the 2024 team award nominees & winner
May 22, 2025 - live recording
ORGANIZATION-WIDE NOMINEES
For organizations that grew from a strong experimentation team to experimentation more broadly adopted throughout the organization.
Winner of the 2025 Organization-wide award: Atlassian (US) - For accelerating experimentation: Empowering Atlassian to innovate fast and test smart.
Kaufland e-commerce (DE) - For scaling decentralized experimentation.
Serko (NZ) - For turning experimentation into a company-wide superpower.
Spot Pet Insurance (US) - For the growth mindset: How Spot Pet Insurance fueled success through experimentation.
Vinted (LT) - For the organization-wide shift towards rigorous experimentation across all product areas.
Click on the organization name to read the case description
See the 2024 organization-wide award nominees & winner
May 22, 2025 - live recording
COMMUNITY AWARD
The Community Award 2025, sponsored by Convert.com, is for an individual, a team, or an organization who really helps the broader experimentation community move forward.
Winner of the 2025 Community award: Ruben de Boer - For helping others to improve their optimization skills.
Honorable mentions (high average score, but not the winner) for:
Shiva Manjunath - For From A to B Podcast: the show that is keeping us on the edge of our seats.
Conversion Stash - For helping many CROs with a topic-related information database.
Slobodan “Sani” Manić - For No Hacks Podcast: offering a platform for new and different voices.
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
THE 2024 AWARD NOMINEES
2024 Rising Star Award nominees (jury voting)
2024 Team Award nominees (jury voting)
2024 Organization-wide Award nominees (jury voting)
2024 Community Award nominees (community voting)
The case submit deadline for the 2024 experimentation culture awards was March 31st 2024. We received 55 case submissions.The 2024 jury went through all the jury cases and rated each of them on a 1 to 5 scale (1= should not be nominated, 5 = should be nominated). Jury members were not allowed to vote on cases by friends, family, colleagues or clients. The top 5 in each category (based on average score) became the finalists for the awards.Cases that did not end up in the top 5, but scored a 3.5 on average without a single jury member scoring below 3 have received an honorable mention (finalists also need this score).All the jury finalists were interviewed through a video call. Based on these interviews, the jury selected a winner in each category.The judges did not vote for the community cases. The results are derived from the voting by the full #EXPCA community.Looking for the 2023 nominees & winners? Find them here!
RISING STAR NOMINEES
For organizations (teams) that grew from almost no experimentation, to scaling up experimentation quickly.
Apoteket (SE) - For the Product division: "Cultivating confidence: the journey to experimentation success".
IU (DE) - For the CRO team: "Empowering growth: the experimentation journey at IU".
Winner of the 2024 Rising Star award: NS (NL) - For the CRO center of excellence: "From almost nothing to experimentation by 9 product teams on web and app".
Serko (NZ) - For the Product delivery team: "From zero to hero, experimentation culture now at the heart of the growth journey".
Telenet (BE) - For the OptiMice team: "Unleashing the powerful beast of experimentation".
See the 2023 rising star award nominees & winner
May 23, 2024 - full recording
TEAM NOMINEES
For organizations (teams) that grew from some people applying some CRO / Experimentation to a more solid set-up, and a strong team.
Winner of the 2024 Team award: A1 Telekom Austria (AT) - For the Experimentation team: "From obligation to empowerment: the birth of experimentation culture".
Comcast Cable (US) - For Digital experience & platforms: "Driving evidence-based decision making one test at a time".
Enchanting Travels (US) - For the Web team: "From zero to data dynamo: our journey to precision testing and streamlined processes".
Pon Automotive (NL) - For the Digital marketing automation team: "Super Tuesday".
TomTom GO Navigation App (NL) - For the D2C team: "The Battle of Transformation: From Web to App Testing".
Honorable mentions for:
Butlin's (UK) - For the CRO team: "Nurturing a test & learn culture".
Intuit Quickbooks (US) - For the Online ecosystem team: "Ecosystem experimentation process evolution".
See the 2023 team award nominees & winner
May 23, 2024 - full recording
ORGANIZATION-WIDE NOMINEES
For organizations that grew from a strong experimentation team to experimentation more broadly adopted throughout the organization.
ANWB (NL) - For solving scaling issues with their integrated serverside experimentation platform.
Carwow (UK) - For their experimentation culture transformation and cutting test alignment meetings in half.
Nerdwallet (US) - For enabling true democratization: any employee can launch an experiment.
Winner of the 2024 Organization-wide award: Oda (NO) - For cultivating an experimentation culture to full bloom.
Sunweb Group (NL) - For propelling experimentation efforts within the organization: from processes, output to outcomes.
Honorable mentions for:
Boats Group (US) - Teams no longer test in isolation.
NatWest Retail (UK) - For reframing and evolving experimentation.
See the 2023 organization-wide award nominees & winner
May 23, 2024 - full recording
COMMUNITY AWARD
The Community Award 2024, sponsored by Convert.com, is for an individual, a team, or an organization who really helps the broader experimentation community move forward.
Our community was able to submit cases (without self-nomination). After the 2024 live broadcast, all attendees could vote on the community award cases of which the case owners had accepted their nomination.
Winner of the 2024 Community award: Test & Learn Community - For offering a home to experimenters.
Honorable mentions for:
Conversion Ideas - For sharing valuable and affordable CRO courses.
Experimentation Jobs - For growing experimentation careers.
May 23, 2024 - full recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 23rd, 6 pm UTC
THE 2023 AWARD NOMINEES
The case submit deadline for the 2023 experimentation culture awards was April 25th 2023. We received 69 case submissions.The 2023 jury went through all the cases and rated each of them on a 1 to 5 scale (1= should not be nominated, 5 = should be nominated). Jury members were not allowed to vote on cases by friends, family, colleagues or clients. The top 5 in each category (based on average score) became the finalists for the awards.Cases that did not end up in the top 5, but scored a 3.5 on average without a single jury member scoring below 3 have received an honorable mention (finalists also need this score).All the finalists will be interviewed through a video call. Based on these interviews, the jury will select a winner in each category.After we stopped with the individual category (experimentation is a team sport, was our reasoning, and we created a separate community award category), we added the Rising Star Award as a full category this year. The community award has no nominee overview; we will announce the winner in the live show.Looking for the 2022 nominees & winners? Find them here!
RISING STAR NOMINEES
For organizations (teams) that grew from almost no experimentation, to scaling up experimentation quickly.
Winner of the 2023 Rising Star award: Bupa Australia (AU) - For the Tiger Squad: "Proving the value of business experimentation through one product squad."
EDC Retail (NL) - For the CRO Team: "Lighting the experimentation fire in the boardroom".
Moneywise (CA) - For the Experiment Lab: "Finding leverage with an ambassador program structure for experimentation".
Gelato (NO) - For the Data Team: "Turning the tide to experimentation - challenging the status quo".
Gympass (BR) - For the Center of Excellence: "From zero to two in 6 months: scaling experimentation across marketing channels".
Honorable mention for:
Perlego (UK) - For the CRO Strategists: "How Perlego are trusting their growth to experimentation".
TEAM NOMINEES
For organizations (teams) that grew from some people applying some CRO / Experimentation to a more solid set-up, and a strong team.
DPG Media (NL) - For the Circulation Team: "From a CRO silo to experimentation in product teams".
ACLU (US) - For the Digital, Tech, and Analytics Team: "Scaling Experimentation at ACLU".
Heineken (NL) - For the E-business Team: "Embedding digital growth with their experimentation ecosystem".
Winner of the 2023 Team award: Tele2 Sweden (SE) - For the Experimentation Core Teams: "From a disengaged team to a fully focused machine".
ANWB (NL) - For the Web Analytics & CRO Team: "Facilitate central development of optimization through a center of excellence".
Honorable mentions for:
PVH (US) - For the CXO Team: "Breaking silos through journey-based optimization".
Smartphonehoesjes (NL) - For the CXO Team: "From CRO silo to CXO team".
ORGANIZATION-WIDE NOMINEES
For organizations that grew from a strong experimentation team to experimentation more broadly adopted throughout the organization.
Beter Bed (NL) - For how their experimentation program evolved from focusing on winners to gaining comprehensive insights.
Groover (FR) - For how they defined a testing framework to ensure alignment without compromising velocity.
Winner of the 2023 Organization-wide award: Drukwerkdeal (NL) - For how their CEO became their biggest fan.
Zillow (US) - For building the bridge between experimentation and business impact.
RTL Netherlands (NL) - For going from pushing experimentation in limited teams towards getting pulls from everywhere.
COMMUNITY AWARD
For an individual, a team, or an organization who really helps the broader experimentation community move forward. Note that the case owner can not submit these cases; they can only be nominated by someone else.
Winner of the 2023 Community Award:
Lucia van den Brink & Daphne Tideman (NL) - For starting the Female Speakers in Growth and Experimentation board and the Women in Experimentation community.
Honorable mention for:
Bhavik Patel (UK) - For running the CRAP Community with the Conversion Rate optimization, Analytics and Product meetups.
June 15th 2023 recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on June 15th, 6pm UTC
THE 2022 NOMINEES & WINNERS
The case submit deadline for the 2022 experimentation culture awards was May 21st 2022. We received 54 case submissions.The 2022 jury went through all the cases and rated each of them on a 1 to 5 scale (1= should not win, 5 = should win). Jury members were not allowed to vote on cases by friends, family, colleagues or clients. The top 5 in each category (based on average score) became the finalists for the awards.Cases that did not end up in the top 5, but scored a 3.5 on average without a single jury member scoring below 3 have received an honorable mention (finalists also need this score).All the finalists were interviewed through a video call. Based on these interviews the jury selected a winner in each category and also selected the winners for the community award and the rising star award.Looking for the 2021 nominees & winners? Find them here!
INDIVIDUAL NOMINEES
Amy Hartwig (US) - For growing experimentation at Microsoft DevDiv.
WINNER of the 2022 Community AWARD is: Tom van den Berg (NL) - For CRO weekly: a curated newsletter to help increase the quality of experimentation throughout the market.
Ana Catarina Cizilio (BR) - For empowering A/B-testing in Brazil.
WINNER of the 2022 Individual AWARD is: Bjarn Brunenberg (NL) - For experiment program spitting fire at TomTom.
Ellie Hughes (UK) - For becoming an experimentation evangelist at AND Digital
Honorable mention for:
Marianne Stjernvall (SE) - For sharing in-house lessons of building an experimentation culture.
TEAM NOMINEES
WINNER of the 2022 Team AWARD is: Vista (US) - For the Experimentation Hub: "Building a culture of experimentation in public".
WINNER of the 2022 Rising Star AWARD is: SMG (CH) - For the CRO Team: "Inform, inspire, involve, iterate. Revive & expand a culture of experimentation".
Videoland (NL) - For the Experimentation Team: "From 5.5 experiments per month to a center of excellence".
Accor (FR) - For the Experimentation Department: "Making experimentation great(ly known/used)".
ING (NL) - For the Global Conversion Centre of Excellence and Pricing team: "Connecting to experiment: the virtual conversion workshops lead to 77% more tests in 1 year".
Honorable mentions for:
DPG Media (NL) - For the CRO-team: "From CRO-team to centre of excellence".
Thinkific (CA) - For the Growth team: "Reducing barriers to experimentation".
ORGANIZATION-WIDE NOMINEES
Marks & Spencer (UK) - For culture, velocity & quality.
TL (CH) - For how do you energize the culture of experimentation in a 125 year old company?
WINNER of the 2022 Organization-wide AWARD is: ASOS (UK) - For embracing an experiment-oriented mindset.
Vattenfall Netherlands (NL) - For adopting data-driven customer experience optimization.
Beter Bed (NL) - For development accelerates experimentation.
July 7th 2022 live broadcast
This live broadcast had 120+ minutes of keynotes, interviews and winners
The live broadcast started on July 7th, 6pm UTC
THE 2021 NOMINEES & WINNERS
The nomination deadline for the 2021 experimentation culture awards was May 28th 2021. We received 62 case submissions.The 2021 jury went through all the cases and rated each of them on a 1 to 5 scale. They were not allowed to vote on cases by friends, family, colleagues or clients. The top 5 in each category (based on average score) became the finalists for the awards.All those finalists were interviewed. Based on these interviews the jury selected a winner in each category:- 2021 individual nominees & winner
- 2021 team nominees & winner
- 2021 organization-wide nominees & winnerIn 2020 we had 6 out of 15 finalists (case owners) being female, in 2021 this went down to 4 out of 15 finalists. We are concerned about this. We also believe we need to work harder on the full diversity perspective of our selected finalists / cases.This is why we are reconsidering the way we collect cases and judge these cases to have a more diverse representation of our industry as finalists of our 2022 awards.Looking for the 2020 nominees and winners? Find them here!
INDIVIDUAL NOMINEES
WINNER of the 2021 Individual AWARD is: Aleksander Fabijan (SI) - For it Takes a Flywheel to Fly: Leading Microsoft to share lessons in experimentation culture.
Alexandre Suon-Perhirin (FR) - For driving the adoption of A/B testing as a decision-making tool for strategic investments.
Peter Ernst (US) - For building a culture of experimentation in healthcare: find better ways to connect patients during COVID.
WINNER of the 2021 Community AWARD is: Rommil Santiago] (CA) - For launching Experiment Nation: a home for experimenters around the world, from beginner to pro.
Ruben de Boer (NL) - For building a worldwide CRO community with free coaching for charity and low barrier Udemy courses.
TEAM NOMINEES
WINNER of the 2021 Team AWARD is: bol.com (NL) - For Team Experimentation and the journey to make their colleagues smarter.
TOYOTA (FR) - For the CRO team. An eye on ROI: Executives and CRO experts nurture experimentation together.
ANWB (NL) - For the Web analytics & CRO-team and the CRO-training, onboarding and documentation of the CRO process.
iTech Media (UK) - For the Experimentation Team. Advocating their operational framework and increasing the velocity of experiments.
fonQ (NL) - For the CX Team. Rocket start CRO: from 0 to 30 A/B-tests in 6 months.
ORGANIZATION-WIDE NOMINEES
Rabobank (NL) - For the growth from ad-hoc to structural experimentation and optimization.
BAM - Bamboo Clothing (UK) - For the growth and journey to experimentation informing smarter decisions.
Convoy (US) - For enabling experimentation at scale in a B2B Marketplace.
WINNER of the 2021 Rising Star AWARD is: The Royal Mint] (UK) - For embedding a culture of experimentation at a company with over 1,100 years of history.
WINNER of the 2021 Organization-wide AWARD is: ING (NL) - For moving towards continuous experimentation.
July 8th 2021 live broadcast
This live broadcast will have 150 minutes of keynotes, interviews and winners
THE 2020 NOMINEES & WINNERS
The nomination deadline for the 2020 experimentation culture awards was on July 31st 2020. A total of 65 cases were submitted through our website.The 2020 jury went through all the cases and rated every single one of them on a 1 to 5 scale. The top 5 in each category became the final nominees for the awards.All those finalists have been interviewed. Based on these interviews the jury selected a winner in each category.Looking for the 2021 nominees? You can find them here.
INDIVIDUAL WINNER & NOMINEES
WINNER of the 2020 Individual AWARD is: Guido X Jansen (NL) - For evangelizing CRO in general and CRO culture in particular with the CRO Cafe Podcast.
Gabriela Denison (UK) - For building trust in fast, pain-free experimentation at ASOS.com.
Raoul Warren Doraiswamy (AU) - For building the CovidCRAP community. Supporting businesses affected by CoronaVirus for free.
Desiree van der Horst (NL) - For taking away the fear of sharing failures at Fingerspitz.
Stefan Thomke (US) - For writing "Experimentation Works", the book on experimentation for business leaders.
TEAM WINNER & NOMINEES
WINNER of the 2020 Team AWARD is: VodafoneZiggo (NL) - For the CRO Center of Excellence. Creating a culture of experimentation.
Taxfix (DE) - For the Experimentation taskforce. The path towards a strong experimentation culture.
Hallmark Cards Benelux (NL) - For the CRO team. Started from the bottom, now they are 100 tests further.
Microsoft (US) - For the Experimentation Platform Team. A/B Testing and Covid-19: Data-Driven decisions in times of uncertainty.
SAP (US) - For the Optimization Lab. Building a data-driven culture through widespread testing.
ORGANIZATION-WIDE WINNER & NOMINEES
WINNER of the 2020 Organization-wide AWARD is: Farfetch (PT) - For the circle path from insights to learnings. Change a company experimentation mindset in a data-driven approach.
GlaxoSmithKline (US) - For building a culture and practice of experimentation.
MongoDB (US) - For going from 0 to 100 within 6 months. Implementing and accelerating a research and testing program.
AllClear Travel Insurance (UK) - For the democratization of experimentation.
RS Components (UK) - For full stack experimentation transformation. The 'binding agent' between Product & Engineering.
LIFETIME ACHIEVEMENT AWARD
The 2020 jury has decided to hand out an INDIVIDUAL Experimentation Culture lifetime achievement AWARD
The WINNER is: Ronny Kohavi (USA) - For all the research and publications that helped so many experimenters to understand how to conduct trustworthy digital experiments.
LIFETIME ACHIEVEMENT AWARD
The 2020 jury has decided to hand out an ORGANIZATION-WIDE Experimentation Culture lifetime achievement AWARD
The WINNER is: Booking.com (NL) - For being a big example organization for experimentation, known and quoted by many decision makers throughout the world.
September 24th 2020 broadcast
The 2020 liveshow has 180 minutes of inspirational talks and interviews
ORGANIZATION-WIDE WINNER:
Atlassian - United States
Accelerating experimentation: Empowering Atlassian to innovate fast and test smart"Atlassian had a small-scale growth experimentation program in 2020 that lacked tools & culture to scale. The new ECOE found few tests occurred annually, analysis varied across data teams, & an in-house platform delivered, but had gaps.A new CTO, who valued measuring impact as part of software development, marked a turning point. In 2023, Atlassian set an ambitious goal to 10x with a company OKR to scale experimentation to increase developer joy.Success involved using a commercial vendor to plug platform gaps & help adoption. The platform, experiment COE, & growth teams, drove collaboration among data science, data engineering, & other engineering teams, creating a global framework supported by local champions.We first centralised before scaling to ensure we set the exp principles & quality bar. DS reliance needed to reduce by provided training, templates, & support to teach experiment techniques to engineers, which empowered independent exp using self-serve tools. Data engineering delivered metric ingestion framework & data observability, enhancing data quality & access.Engineering teams committed to a portion of the experiment goal, growth R&D created local champions, built experiment ops rituals, & analyzed results with templates & vendor tools. Exp reviews increased rigor & reinforced right practices - spreading across the company.The results were impressive, Atlassian achieved more than the 10x increase while landing impact & fostering experimentation culture."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
ORGANIZATION-WIDE NOMINEE:
Kaufland e-commerce - Germany
Scaling decentralized experimentation"Kaufland e-commerce has grown from around 1 experiment per month to currently around 35 (from 2021 to today).We have introduced and are running a decentralized experimentation model based purely on "Full-Stack" (better imo: "In-App") Experimentation. This was a company effort as it was a combination of building the technical infrastructure, educating product teams and getting people step-by-step to adopt a data-driven approach.The center of excellence owns tooling and a large part of the infra. We have "Open Space" sessions to upskill teams in designing, running and analyzing experiments and have hired a dedicated FTE resource as "Analytics Engineer" to get the infra and technical support off the ground.Recently, we have expanded experimentation to our app, where we are not only able to serve the Kaufland marketplace business but also run experiments affecting the brick and mortar business."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
ORGANIZATION-WIDE NOMINEE:
Serko - New Zealand
Turning experimentation into a company-wide superpower"Serko’s experimentation journey began with a single team using A/B testing to drive product-led growth in their innovative travel tech platform, powering Booking.com for Business. What started small, quickly evolved into the foundation of company-wide decision-making.Serko didn’t just run experiments - they built an experimentation culture. They introduced clear frameworks, transparent reporting, and knowledge-sharing practices that empowered every function - product, engineering, marketing, design and research - to integrate testing into their workflows.To embed this culture, Serko launched an experimentation Community of Practice, uniting teams across time zones. This community drove collaboration through playbooks and best practices, encouraging bold testing and open knowledge-sharing.
Dedicated Growth teams focused on activation, conversion, and retention, ensuring experimentation improved every stage of the funnel. With tools like ABsmartly, teams could test, and iterate, without waiting for permission.The impact has been extraordinary. From 101 experiments in 2023, to nearly 300 in 2024, experimentation now shapes everything. Today, no front-end change goes live without testing.
Serko has embedded experimentation into its DNA, transforming data-driven decision-making into a catalyst for innovation, growth, and industry-leading impact."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
ORGANIZATION-WIDE NOMINEE:
Spot Pet Insurance - United States
The growth mindset: How Spot Pet Insurance fueled success through experimentation"At Spot Pet Insurance, experimentation isn't just a method - it's a mindset. In 2024, we ran over 100 experiments (2x 2023) across Website, Marketing, and Customer Engagement, and introduced new systems to embed experimentation into our culture. This commitment drove a 30% test win rate and grew our conversion rate by 22%, fueling Spot's recognition as the fastest-growing pet insurer in the U.S. since 2022.A standout achievement was our success in increasing opt-in to our preventive care product - a wellness add-on that is particularly useful for puppy owners. We ran a series of 15 tests over 4 months focused only on preventive care, boosting opt-in by 50%. Despite setbacks, our mantra - "There are no losers, only learnings" - kept the entire organization aligned and motivated.We created an Experimentation Committee to meet weekly and ensure cross-functional collaboration. These meetings amplify voices, sharpen hypotheses, and democratize innovation. Much of our 2024 success can be attributed to rigorous (and sometimes heated) debates on hypotheses and test designs, which often involve half the company.We also developed an "AB Testing Playbook", highlighting successes, mistakes, and core principles, empowering teams to experiment fearlessly. The AB Testing Playbook and our roadmap of experiment outcomes/plans enable organization-wide visibility into how, why, and what we are testing.At Spot, experimentation defines growth - when one of us learns, we all learn."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
ORGANIZATION-WIDE NOMINEE:
Vinted - Lithuania
The organization-wide shift towards rigorous experimentation across all product areas"Early, when the efforts to improve experimentation at Vinted just began, leadership signed up to Kohavi courses. This led to the creation of an experimentation manifesto across the organisation - an agreement across leadership on how important the experimentation will be to the organisation.Subsequently, the leadership across all levels emphasised education, technology and processes to improve experimentation. On the education side, there was an internal course developed that covers experimentation. To make sure everyone masters the know-how of experimentation, the organisation set a KR for all functions (engineering, product, design, and analytics) to complete this course. This followed by workshops with every product team. During those workshops the team retrospectively worked through different experiment examples, trying to develop their own metrics and set hypotheses.In parallel to this, all company metrics have been standardised and automated for all experiments. This enabled the development of cumulative impact, where the impact of scaled experiments is summed in a statistically rigorous manner to determine overall product impact.Now the experimentation is driven through the incentives set in company KRs, which are measured through cumulative impact. To further incentivise growing velocity, the company sets a velocity KR for average experiments per team per month. As part of this KR, we continuously work on improving the processes.This organisation wide shift towards rigorous experimentation across all product areas was achieved within 4 years. And was a common effort by leadership, product, engineering, design and data science and analytics functions. Highlighting company values of growing and co-creating."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
TEAM NOMINEE:
Decathlon Digital - Global
The experimentation operating system"To drive greater engagement across our ecommerce platform, we’ve built and optimized a centralized experimentation operating system that empowers teams to test, learn, and scale what works - faster and more effectively.The system acts as the single source of truth for all experiments, tracking their statuses, outcomes, and providing full visibility into each team’s roadmap. This transparency encourages collaboration, reduces duplication, and aligns efforts toward shared goals. Each experiment entry includes essential metadata - such as hypothesis, metrics, owner, and a direct link to the live test in our experimentation platform - making it easier for stakeholders to understand, monitor, and learn from ongoing initiatives.Additionally, we’ve integrated a robust dashboard to evaluate the health of our experimentation program through key metrics: velocity, quality, efficiency, and business impact. This ensures we’re not just running more experiments, but running the right ones - consistently improving how we engage users and drive business outcomes."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
TEAM WINNER:
John Lewis & Partners - United Kingdom
How the User Research and Experimentation Team helps teams at John Lewis make better decisions, faster"The John Lewis User Research and Experimentation team has proven that even in a traditionally offline, assumption-led business, experimentation can thrive. We made a strategic shift to operate as a Centre of Excellence, empowering teams with the tools, expertise, and governance they needed to test, learn, and grow. With limited resources, we embraced a start-up mentality - adapting, iterating, and overcoming obstacles to make experimentation a seamless part of decision-making at John Lewis.We've focused on 3 key areas. First, unblocking experimentation by developing tools to overcome technical limitations, improving data accessibility, and strengthening trust in results through initiatives such as bot traffic removal, live experiment quality score tracking, and retesting strategies. Second, driving efficiency by creating documentation and self-serve tools. Finally, introducing innovative new capabilities, such as automation of sales benefit estimates to increase trust in experimentation’s impact, and an AI-powered tool to review and improve experiment hypotheses.The results speak for themselves. We have increased the number of experiments by 20% (407 in 23/24 to 487 in 24/25), concurrently increased average experiment quality score (56% in 23/24 to 83% 24/25), and driven a 55% YoY increase in revenue from experimentation. Beyond the numbers, experimentation is no longer seen as optional - it is becoming a core part of how John Lewis makes decisions."
May 22, 2025 live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025,, 6 pm UTC
TEAM NOMINEE:
Lampenlicht - Netherlands
Hyperscaling experimentation across multiple teams on a budget"We’ve been running experiments for over eight years. We started in Effective Experiments and later moved to JIRA to align company-wide. Since then, we’ve optimized JIRA to support the full experimentation process, from idea to reporting, with dashboards and Confluence documentation.Experimentation spans multiple tools and teams, but everything is centralized in JIRA. External agencies collaborate with custom access permissions, ensuring IP protection without slowing work. Leadership is fully onboard, and we A/B test new tools before implementation, making test-first a requirement. We had maxed out our testing capacity due to tooling limits, so it was time to evolve.We faced key challenges. Experiment code was scattered, analytics were inconsistent, and bi-weekly deployments included untested features. Our A/B testing tool lacked server-side support, and client-side scripts impacted Core Web Vitals. Analysts spent excessive time processing data for reliable insights.Last year, we switched to GrowthBook. We centralized experiment code, standardized metrics, and enabled feature flagging for testing from the dev backlog. Deploying GrowthBook on Cloudflare Workers moved processing to the edge, improving performance. We can now run SEO experiments. Experimentation is second nature, and we’re set to scale efficiently without breaking the budget."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
TEAM NOMINEE:
Sky - United Kingdom
Sky's Service Experimentation team: Going from siloed experimentation to business validation at the core"Sky’s Service Experimentation team has evolved significantly over the years. What began as a small CRO team focused on web-based testing has grown into a business-wide A/B testing methodology for launching new products. However, we faced a major challenge - credibility.Our key business KPI is reducing calls to the contact center, and while we were celebrating successes - such as removing over half a million calls in a year - our colleagues in planning, responsible for staffing call centers, remained unconvinced.To bridge this gap, we developed a seamless validation process. Every new feature is now A/B tested, with results passed directly to planning for validation - confirming, for example, that a change has indeed reduced 700 calls. This data then flows to finance, creating a clear, quantified link between investment in technology and actual business impact.This end-to-end validation framework has shifted the culture entirely. It’s no longer just the experimentation team advocating for A/B testing - finance and planning are now the ones driving the demand for robust testing and validation."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
TEAM NOMINEE:
Universal Destinations & Experiences - United States
From optimization to innovation: Building an experimentation culture at scale"Two years ago, experimentation at Universal Destinations & Experiences (UDX) was siloed and tactical. Today, it's a core capability driving product innovation, omni-channel personalization, and strategic decision-making - thanks to the Data Science team’s leadership.The team scaled from isolated CRO tests to a program running 150+ experiments annually across web and email. They supported the successful launch of two enterprise-level eCommerce stores, where experimentation is deeply embedded in the product lifecycle - from painted door tests for concept validation to multi-metric A/B tests for feature optimization.They’ve driven a 4x increase in test velocity, and helped shift the culture from opinion-based decisions to hypothesis-led collaboration. Now, teams across product, E-commerce, CX and marketing rely on experimentation to guide development, not just measure outcomes.Supporting this culture shift is Rachel Ruck, Senior Manager of Optimization, who runs internal roadshows and consults cross-functionally to scale testing literacy and stakeholder confidence.In an enterprise setting where aligning tools, teams, and goals is complex, UDX has built an experimentation program that’s agile, strategic, and widely adopted - proving that test-and-learn isn’t just a tactic, but a mindset driving smarter products and customer experiences."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
RISING STAR NOMINEE:
Condor Airlines - Germany
Cleared for take off: Establishing experimentation in a transformation process"2024 was a milestone year for experimentation at Condor. We transitioned from relying on an external freelancer to building an internal team of three. Product Owners seek us out, leadership starts to demand testing, and curiosity about data-driven decision-making is growing. But it wasn’t always this way. At the start of 2024, only three out of ten eCom teams engaged with CRO, IT saw us as disruptive, and insights were siloed in AirTable, making collaboration minimal. The switch from Monetate to Optimizely added further challenges. Fast-forward, and we’ve shifted experimentation from an afterthought to an integral part of our strategy, focusing on four key pillars:Proof of Concept: We increased testing velocity from 27 to 34 tests in 2024, ensuring prioritization based on data, research, and business needs. This led to our 2024 review being presented to the CEO and top management.Enhanced Collaboration: Strengthening ties with POs, UX, and customer insights expanded our reach from three to eight eCom teams, making experimentation a cross-functional effort.Knowledge Sharing: We established a department-wide test results series (with 30% average participation), transitioned all insights into Confluence for transparency, and improved visibility across the eCom team and IT.Tool integration: Web experimentation is fully implemented, feature testing is live on two platforms (with mobile app integration underway), and preparations are underway for our next-gen eCom platform."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
RISING STAR NOMINEE:
LeoVegas Group - Sweden
Experimentation without borders: Integrating A/B testing across teams"In less than 12 months, we transformed experimentation from scattered, ad hoc efforts into a structured, data-driven process. Previously, A/B testing lacked alignment and buy-in. In May 2024, we redefined our approach, creating a dedicated experimentation team with clear goals, ownership, and processes.By fostering cross-functional collaboration across analysts, designers, developers, and product managers, we built a seamless workflow from ideation to decision-making. We introduced a RACI matrix, RICE prioritization, and dedicated forums (weekly core team, monthly experimentation forum, quarterly cross-functional forum) to align stakeholders. We also invested in new tools (behavioral analysis, VOC framework) to democratize data and build trust in experimentation.A game-changer was securing a dedicated developer and QA tester, increasing testing velocity. We further democratized experimentation with an ideation form for company-wide contributions. Partnering with data science, we streamlined execution and analysis, reducing friction.The results speak for themselves: we ran 14 experiments in 2024 and aim for 50 in 2025, with 12 already completed by April. Our conclusion rate increased from 53% (2023) to 69% (2024). Experimentation is no longer a CRO initiative; it’s a mindset, embraced across product, payments, marketing, legal, and compliance teams."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
RISING STAR WINNER:
Lomax A/S - Denmark
Going from external consultants to internal excellence: Driving CRO success through collaboration and transparency"In 2024 we transitioned from relying on external consultants to establishing a 100% in-house CRO team that now manages the entire experimentation process. This shift has made us more agile and independent while building a strong, well-defined process that fosters close collaboration between CRO, UX/UI, and front-end development. Weekly check-ins ensure that all team members have the opportunity to provide input and perspective on test execution while maintaining a steady task flow. Additionally, we hold monthly CRO Insights meetings with the entire digital department, where new and completed tests are presented, fostering questions, discussions, and valuable contributions.Building the right skills and refining our process required a dedicated effort, ensuring space for all disciplines. Despite this transition, we increased our test velocity from 29 to 54 in 2024 while maintaining our win rate. This underscores our focus on meaningful changes that create real value for our users.Transparency is key - we communicate all results, whether positive, negative, or inconclusive, and share all learnings. This has shifted the organizational mindset, with more colleagues now requesting tests to validate changes rather than implementing them blindly. Last year, we even had the opportunity to present our CRO program’s results and key learnings to the executive team - an acknowledgment of our team's strategic importance to the business."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
RISING STAR NOMINEE:
TVH - Belgium
Scaling CRO for ecommerce growth"Over 1.5 years, CRO evolved from one specialist in Digital Marketing to a key Ecommerce capability, driving an experimentation culture.Phase 1: Data & Tools
Tracking gaps limited CRO efforts, and B2B revenue measurement was complex. The CRO & Web Analytics teams standardized tracking, introduced Auto Tagging, and trained 40+ colleagues in Mixpanel for ideation and validation. A CRO dashboard was built, and alignment of Mixpanel, Optimizely, and GBQ is underway to ensure accurate revenue reporting.Phase 2: Process & Scale
A structured CRO/UX process now includes a KPI tree, quarterly OKRs, and Agile workflows in Jira. Bi-weekly stakeholder meetings ensure priorities are aligned with Ecom objectives. CRO now also goes beyond A/B testing, with quasi-experiments to assess Ecommerce rollouts. The CRO Maturity Roadmap targets scaling tests from 48 to 200 annually.
Since CRO/UX optimizations launched, conversion rates grow +1% MoM, and CES hit a record 8.7.Phase 3: Team
CRO integrated with UX for quantitative research, consistently aligns with CX & VOC experts, and we hired another CRO specialist. Plans include embedding CRO into Merchandising and scaling operations in India, expanding data-driven decision-making beyond UX.We strive to keep the transformation going, elevating CRO from initially a one-man-show to a key driver for Ecommerce Growth."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
RISING STAR NOMINEE:
Unicef España - Spain
Turning data chaos into CRO magic"Under the umbrella of the strategic initiative UNICEF 5.0 - our organisation-wide digital transformation effort in Spain - we embarked on a thrilling CRO journey that reflects a broader shift in how we work. UNICEF 5.0 is not just about technology - it's about changing mindsets, promoting data-driven decision making, and optimising resources to maximise our impact and help us better achieve our mission.In this spirit, we set out to build a culture of experimentation, where data took the lead not only in prioritising test cases, but in shaping decisions at every level. With a sharp focus on data quality, we ensured that each experiment was grounded in solid insights - making our efforts smarter, more efficient, and ultimately more effective.But we knew that numbers alone wouldn’t be enough. Qualitative insights also played a starring role. We conducted user interviews to truly understand the “why” behind behaviours - uncovering motivations, fears, and opportunities that A/B testing alone couldn't reveal.This powerful combination - data-driven precision and human-centred insight - has allowed us to improve conversions and streamline a scalable experimentation framework that is now being adopted across departments.More importantly, it helps us ensure that every improvement, every optimisation, directly contributes to our ultimate goal: protecting the rights and lives of every child."
May 22, 2025 - live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 22, 2025, 6 pm UTC
SUBMIT YOUR 2025 CASE(S)
Case submission deadline was March 31st, 10 pm UTC.The 2025 jury was looking for inspirational stories on (your) growth in experimentation maturity. It's not about the current level of experimentation; we nominate and award for the growth steps that have been taken in the past 12 months.See our about page for more info on our award categories.Submitting was straightforward: all questions in this PDF download. We will publish the nominees on April 23, 2025 (all case submitters will be informered before the publication).You could submit your case or nominate someone else. When a case from someone else is selected as a finalist, we will reach out to them on your behalf as the case submitter and ask the potential finalist if they accept the nomination and are willing to participate in the interview before we announce anything about their case on our website.
"The Experimentation Culture Awards is not awarding that one experiment. This is about improving the process, structure, trustworthiness, democratization, and motivation for experimentation in organizations."
2025 CASE SUBMISSION FORM
In case the form is not working: use this direct form link.After submitting your case you will receive an email with the confirmation of your entry. We will contact you in the second week of April to let you know if your case entry is selected as one of the final 5 nominees in a specific category.Read on to learn more about the process. For questions on case submitting: use our contact form.
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ABOUT THIS AWARDS EVENT
This is the 2025 about page.The Experimentation Culture Awards started in 2020 as an event to promote a culture of experimentation globally. Our goal is to help people trying to grow an evidence-based decision-making culture by giving them a push in the right direction.We do this by sharing inspirational stories of experimentation maturity growth and nominating individuals, teams and organizations who deserve recognition for their work.In an experimentation culture, you are free to try and fail or succeed, while the direction and the result of work is based on trustworthy gathered evidence. Grow fast, grow forward.
"It's not about that one experiment, it's about improving the process, structure, trustworthiness, democratization and motivation for experimentation and data-driven decision making."
The 2025 jury has been handing out 3 awards:
Rising Star Award 2025: For organizations (teams) that grew from almost no experimentation, to scaling up experimentation quickly.
Team Award 2025: For organizations (teams) that grew from some people applying some CRO / Experimentation to a more solid set-up, and a strong team.
Organization-wide Award 2025: For organizations that grew from a strong experimentation team to experimentation more broadly adopted throughout the organization.
Our goal is to praise every case study that should be praised for growing experimentation culture by nominating this case or at least giving this case an honorable mention.
Also 1 extra award will be voted for by all previous viewers of The Experimentation Culture Awards (email subscribers):
Community Award 2025, sponsored by Convert.com: For an individual, a team, or an organization who really helps the broader experimentation community move forward.
Note: community award entries can not be a self nomination.
THE AWARDS JURY OF 2025
This is our 2025 jury. Read more about our awards or our 2024 jury.
Jeroen Oosting (NL) - Program Manager Web & App Experimentation @ NS
(Rising star award winner 2024)Marta Mijatov (AT) - Digital Experimentation Lead @ A1 Telekom Austria
(Team award winner 2024)Stewart Ehoff (UK) - Head of Growth Platforms @ RS Components
(Organization-wide award nominee 2020)Trang Quach (AU) - Leading product-led growth strategy & research @ Experior
Vijay Krishnan (US) - Data science manager (experimentation) @ Apple
Kelly Wortham (US) - Founder @ Test & Learn Community
(Community award winner 2024 - audience voting)Ton Wesseling (NL) - Founder & host @ Experimentation Culture Awards
After the submission deadline, every jury member will score each jury category case entry on a 5-star rating scale (besides cases of friends, family, colleagues, and clients). The best scoring cases will be nominated as finalists and interviewed in-depth about their award entry. Based on the extra information from the interview, the jury will select the winner among the nominees in all jury categories.Every community award entry accepted by the ones nominated will be in a voting form for all our previous live show attendees. These attendees decide who wins the 2025 Community Award, sponsored by Convert.com.All winner announcements will be in the live broadcast airing on May 22nd, 6 pm UTC - 8.30 pm UTC.Question about our selection process: please use our contact form.
TIME SCHEDULE 2025 SHOW
The live broadcast starts on May 22, 2025, 6 pm UTC (which is Berlin: 8 pm, London: 7 pm, New York 2 pm, Los Angeles 11 am).During the live broadcast, we randomly hand out a $250 gift card on behalf of Convert.com among attendees actively using the live chat.
5.50 pm - Stream starts
5.55 pm - Countdown starts
6.05 pm - Introduction by Ton Wesseling
6.15 pm - Keynote Presentation by Jeroen Oosting (Rising star 2024 winner)
6.30 pm - Rising star 2025 nominees case introductions
6.50 pm - Announcing the 2025 Rising Star Award winner
6.52 pm - Keynote Presentation by Marta Mijatov (Team Award 2024 winner)
7.12 pm - Team Award 2025 nominees case introductions
7.31 pm - Announcing the 2025 Team Award winner
7.33 pm - Keynote Presentation by Stewart Ehoff (Org Award 2020 nominee)
7.50 pm - Organization-wide Award 2025 nominees case introductions
8.14 pm - Announcing the 2025 Organization-wide Award winner
8.16 pm - 2025 Community award honorable mentions & winner
8.16 pm - Closing remarks & $250 gift card raffle (among live chat users)
8.25 pm - End of broadcast, end of chat
May 22nd 2025 live recording
The live broadcast has 120+ minutes of keynotes, interviews and winners
The livestream started on May 22nd, 6 pm UTC
ABOUT THIS AWARDS EVENT
This is the 2024 about page.The Experimentation Culture Awards started in 2020 as an event to promote a culture of experimentation globally. Our goal is to help people trying to grow an evidence-based decision-making culture by pushing them in the right direction.We do this by sharing inspirational stories of experimentation maturity growth and nominating individuals, teams and organizations who deserve recognition for their work.In an experimentation culture, you are free to try and fail or succeed, while the direction and the result of work is based on trustworthy gathered evidence. Grow fast, grow forward.
"It's not about that one experiment, it's about improving the process, structure, trustworthiness, democratization and motivation for experimentation and data-driven decision making."
The 2024 jury will be handing out 4 awards:
Rising Star Award 2024: For organizations (teams) that grew from almost no experimentation, to scaling up experimentation quickly.
Team Award 2024: For organizations (teams) that grew from some people applying some CRO / Experimentation to a more solid set-up, and a strong team.
Organization-wide Award 2024: For organizations that grew from a strong experimentation team to experimentation more broadly adopted throughout the organization.
Community Award 2024, sponsored by Convert.com: For an individual, a team, or an organization who really helps the broader experimentation community move forward.
Our goal is to praise every case study that should be praised for growing experimentation culture by nominating this case or at least giving this case an honorable mention.Note: community award entries can not be a self nomination.
THE AWARDS JURY OF 2024
This is our 2024 jury. Read more about our awards or our 2023 jury.
Storm Jarvie (AU) - Rising star award winner 2023 @ Bupa Australia
Luiza de Lange (SE) - Team award winner 2023 @ Tele2 Sweden
Roderik Peeters (NL) - Organization-wide award winner 2023 @ Drukwerkdeal
Daphne Tideman (UK) - Community award winner 2023 @ Women in Experimentation
Shiva Manjunath (US) - Co-Founder and Host @ From A to B podcast
Kelly Wortham (US) - Optimizer and Founder @ Test & Learn Community
Ton Wesseling (NL) - Optimizer and Host @ Experimentation Culture Awards
After the submission deadline has passed every jury member will score each case entry on a 5 star rating scale (besides cases of friends, family, collegues and clients). The best scoring cases will become nominated as finalists and will be interviewed in-depth about their award entry. Based upon the extra information from the interview, the jury will select the winner among the nominees in all categories. The winners will be announced during the broadcast of May 23rd, 6 pm UTC - 8.30 pm UTC.Question on this selection process: please use our contact form.
May 23rd 2024 live recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on May 23rd, 6 pm UTC
ABOUT THIS AWARDS EVENT
This is the 2023 about page.The Experimentation Culture Awards started in 2020 as an event to promote a culture of experimentation globally. Our goal is to help people trying to grow an evidence-based decision-making culture by pushing them in the right direction.We do this by sharing inspirational stories of experimentation maturity growth and nominating individuals, teams and organizations who deserve recognition for their work.In an experimentation culture, you are free to try and fail or succeed, while the direction and the result of work is based on trustworthy gathered evidence. Grow fast, grow forward.
"It's not about that one experiment, it's about improving the process, structure, trustworthiness, democratization and motivation for experimentation and data-driven decision making."
The 2023 jury will be handing out 4 awards:
Rising Star Award 2023: For organizations (teams) that grew from almost no experimentation, to scaling up experimentation quickly.
Team Award 2023: For organizations (teams) that grew from some people applying some CRO / Experimentation to a more solid set-up, and a strong team.
Organization-wide Award 2023: For organizations that grew from a strong experimentation team to experimentation more broadly adopted throughout the organization.
Community Award 2023: For an individual, a team, or an organization who really helps the broader experimentation community move forward.
Our goal is to praise every case study that should be praised for growing experimentation culture by nominating this case or at least giving this case an honorable mention.This year we stopped with the individual category (experimentation is a team sport, was our reasoning, and we created a separate community award category), we added the Rising Star Award as a full category this year.
THE AWARDS JURY OF 2023
This is our 2023 jury. Read more about our awards or our 2022 jury.
Bjarn Brunenberg (NL) - Individual award Winner 2022 @ TomTom
Erica Chang (CH) - Rising star award Winner 2022 @ SMG, now @ Langster
Tom van den Berg (NL) - Community award Winner 2022 @ CRO Weekly
Erin Weigel (US) - Senior Product Design Manager @ Deliveroo
Flavio De Souza (BR) - Team award Winner 2022 @ Vista
Kelly Wortham (US) - Optimizer and Founder @ Test & Learn Community
Ton Wesseling (NL) - Optimizer and Host @ Experimentation Culture Awards
After the submission deadline has passed every jury member will score each case entry on a 5 star rating scale (besides cases of friends, family, collegues and clients). The best scoring cases will become nominated as finalists and will be interviewed in-depth about their award entry. Based upon the extra information from the interview, the jury will select the winner among the nominees in all categories. The winners will be announced during the broadcast of June 15th, 6.00pm UTC - 8.30pm UTC.Question on this selection process: please use our contact form.
June 15th 2023 recording
This broadcast has 120+ minutes of keynotes, interviews and winners
The live broadcast started on June 15th, 6pm UTC
ABOUT THIS AWARDS EVENT
This is the 2022 about page.The Experimentation Culture Awards started in 2020 as an event to globally promote a culture of experimentation. Our goal is to help people who are trying to grow an evidence-based decision making culture, by giving them a push in the right direction.We do this by sharing inspirational stories of experimentation maturity growth and by nominating individuals, teams and organizations who deserve to be recognized for their work.In an experimentation culture you are free to try and fail or succeed, while the direction and the result of work is based on trustworthy gathered evidence. Grow fast, grow forward.
"It's not about that one experiment, it's about improving the process, structure, trustworthiness, democratization and motivation for experimentation and data-driven decision making."
The 2022 the jury will be handing out at least 3 awards:
Individual award 2022: something 1 person has done in the past 12 months to keep or improve the culture of experimentation in an organization or even broader.
Team award 2022: something a team has done in the past 12 months to keep or improve the culture of experimentation in your organization or even broader.
Organization-wide award 2022: something an organization has done in the past 12 months to keep or improve the culture of experimentation in your organization or even broader.
On top of the three main categories we also have a community award to appreciate efforts that support the experimentation industry as a whole. Last but not least we have the rising star award for the individual, team or organization really going from nothing to something in the past 12 months.Both these extra awards will separately be handed out by the jury to entries in one of the three main categories.
THE AWARDS JURY OF 2022
This is our 2022 jury. Read more about our awards or our 2021 jury.
Aleksander Fabijan (US) - Individual award Winner 2021 @ Microsoft
Rommil Santiago (CA) - Community award Winner 2021 @ Experiment Nation
Denise Visser (NL) - Team award Winner 2021 @ bol.com
Nathan Jorgensen (UK) - Rising star award Winner 2021 @ The Royal Mint
Kevin Anderson (NL) - Organization-wide award Winner 2021 @ ING
Kelly Wortham (US) - Optimizer and Founder @ Test & Learn Community
Ton Wesseling (NL) - Optimizer and Host @ Experimentation Culture Awards
After the submission deadline has passed every jury member will score each case entry on a 5 star rating scale (besides cases of friends, family, collegues and clients). The best scoring cases will become nominated as finalists and will be interviewed in-depth about their award entry. Based upon the extra information from the interview, the jury will select the winner among the nominees in all categories. The winners will be announced during the broadcast of July 7th, 6.00pm UTC - 8.30pm UTC.Question on this selection process: please use our contact form.
July 7th 2022 live broadcast
This live broadcast will have 120+ minutes of keynotes, interviews and winners
The live broadcast starts on July 7th, 6pm UTC
ABOUT THIS AWARDS EVENT
This is the 2021 about & jury page.The Experimentation Culture Awards started in 2020 as an event to globally promote a culture of experimentation. Our goal is to help people who are trying to grow an evidence-based decision making culture, by giving them a push in the right direction.We do this by sharing inspirational stories of experimentation maturity growth and by nominating individuals, teams and organizations who deserve to be recognized for their work.In an experimentation culture you are free to try and fail or succeed, while the direction and the result of work is based on trustworthy gathered evidence. Grow fast, grow forward.
"It's not about that one experiment, it's about improving the process, structure, trustworthiness, democratization and motivation for experimentation and data-driven decision making."
In 2021 we are handing out 3 awards (but we do like surprises):
Individual award 2021: something 1 person has done in the past 12 months to keep or improve the culture of experimentation in an organization or even broader.
Team award 2021: something a team has done in the past 12 months to keep or improve the culture of experimentation in your organization or even broader.
Organization-wide award 2021: something an organization has done in the past 12 months to keep or improve the culture of experimentation in your organization or even broader.
THE AWARDS JURY OF 2021
This is our 2021 jury. Read more about our 2022 awards or our 2022 jury.
Guido Jansen (NL) - Winner of the individual award 2020 @ CRO.Cafe
Annemarie Klaassen (NL) - Winner of the team award 2020 @ VodafoneZiggo
Luis Trindade (PT) - Winner of the organization-wide award 2020 @ Farfetch
Bithika Mehra (US) - Optimizer and Blogger @ Experiment Nation
Manuel da Costa (UK) - Optimizer and Founder @ Effective Experiments
Kelly Wortham (US) - Optimizer and Founder @ Test & Learn Community
Ton Wesseling (NL) - Optimizer and Host @ Experimentation Culture Awards
After the submission deadline passed every jury member scored each case entry on a 5 star rating scale (besides cases of friends, family, collegues and clients). The top 5 in each category became nominated as finalists and was interviewed in-depth about their award entry. Based upon the extra information from the interview, the jury will select the winner among the 5 nominees in all 3 categories. The winners will be announced during the broadcast of July 8th, 6.00pm UTC - 8.30pm UTC.Question on this selection process: please use our contact form.
July 8th 2021 live broadcast
This recording has 150 minutes of keynotes, interviews and winners
ABOUT THIS AWARDS EVENT
This is the 2020 about & jury page.The Experimentation Culture Awards were scheduled as part of the new Outperform Conference in Amsterdam, June 2020. This event got postponed, due to the Covid virus.This outbreak changed a lot, it caused a massive shift for many organizations. We also went through digital transformation and moved the awards show to a virtual event.What have you, your team and your company done the past months to maintain a culture of experimentation, or to even grow it to a next level of maturity? This question is exactly the reason why we wanted to move forward with the Awards online!
On the deadline of July 31st 2020 we had received 65 amazing cases on evidence-based maturity growth in organizations. Stories that will inspire others in these strange times. Stories that inspire us all to keep on moving forward maintaining and improving a culture of experimentation.It's not about that one experiment, it's about improving the process, structure, trustworthiness, democratization and motivation for experimentation and data-driven decision making.
Read on for our awards, the jury and the nominee selection process
Individual award: something 1 person has done in the past months to keep or improve the culture of experimentation in an organization or even broader.
Team award: something a team has done in the past months to keep or improve the culture of experimentation in an organization or even broader.
Organization-wide award: something an organization has done in the past months to keep or improve the culture of experimentation in an organization or even broader.
THE AWARDS JURY OF 2020
This is our 2020 jury. Read more about our awards or our 2021 jury.
Casandra Cambell (US) - Testing & Experimentation Lead @ Shopify
Hazjier Pourkhalkhali (NL) - Global Director, Strategy & Value @ Optimizely
Stephen Pavlovich (UK) - CEO & Founder @ Conversion.com
Marianne Stjernvall (SE) - CRO Lead @ COOP Sweden
Lukas Vermeer (NL) - Director of Experimentation @ Booking.com
Kelly Wortham (US) - Senior Director of Optimization @ Search Discovery
Ton Wesseling (NL) - Chairman & Founder @ Outperform Conference
After the submission deadline of July 31st 2020, 6.00pm UTC, every jury member has scored each entry on a 5 star rating scale. The top 5 in each category has been contacted and interviewed about their award entry. Based upon that extra information the jury has selected the winners among the 5 nominees in every category and those winners were announced in the broadcast of September 24th, 6.00pm UTC.The live show is done, but you can still register your free event ticket to get access to the recording with 6 keynotes, 15 interviews, 3 awards and 2 bonus items. Truly inspirational content on experimentation culture.
REGISTER YOUR FREE TICKET
Register your free ticket For the 2025 Experimentation Culture Awards live recording. You'll see nominee case introductions, the winner announcements, and keynotes from last year's winners.The livestream started on May 22nd, 6 pm UTC
REGISTER YOUR FREE TICKET
Register your free ticket For the 2024 experimentation culture awards broadcast recording. You'll see nominee case introductions, the winner announcements, and keynotes from last year's winners.Registering here helps to get updates on next year's awards!
or skip this and log in or register directly on our live stream platform
2024 AWARD SHOW SCHEDULE
May 23rd 2024 - show started at 6 pm UTC
5.50 pm UTC: Livestream starts with a 10 minute countdown - you can start to log in
6.00 pm UTC: Introduction of the 2024 Awards by jury chair & host of this show Ton Wesseling
6.10 pm UTC: Introduction of all 2024 nominees and mentioning the honorable mentions
6.15 pm UTC: Presentation by Storm Jarvie of Bupa Australia - Winner of the Experimentation Culture Rising Star award in 2023
6.24 pm UTC: Rising Star Award nominees case introductions & announcing the winner!
6.45 pm UTC: Presentation by Luiza de Lange of Tele2 Sweden - Winner of the Experimentation Culture Team award in 2023
7.07 pm UTC: Team award nominees case introductions & announcing the winner!
7.28 pm UTC: Presentation by Roderik Peeters of Drukwerkdeal - Winner of the Experimentation Culture Organization award in 2023
7.39 pm UTC: Organization award nominees case introductions & announcing the winner!
7.58 pm UTC: Closing remarks by Ton Wesseling
8.04 pm UTC: End of the live broadcast
All nominations will be introduced during the event by the case owners. Do not forget to register to get access to the show and/or the recording!
REGISTER YOUR FREE TICKET
Register your free ticket For the 2023 experimentation culture awards recording. You'll see nominee pitches, the winner announcements, and keynotes from last year's winners.The live broadcast started on June 15th, 6pm UTC, and the full recording is now available.
(where you can register for free or log in)
2023 AWARD SHOW SCHEDULE
June 15th 2023 - show starts at 6pm UTC
All times in the schedule are UTC times, which means it starts in/at:- Amsterdam / Berlin / Paris: 8.00pm (+2 hours on UTC)
- London / Dublin: 7.00pm (+1 hour on UTC)
- New York / Boston: 2.00pm (-4 hours on UTC)
- Silicon Valley: 11.00am (-7 hours on UTC)
5.50pm UTC: Livestream starts with a 10 minute countdown - you can start to log in
6.00pm UTC: Introduction of the 2023 Awards by jury chair & host of this show Ton Wesseling
6.16pm UTC: Introduction of all 2023 nominees and mentioning the honorable mentions*
6.22pm UTC: Announcing the 2023 Community Award winner
6.24pm UTC: Rising Star Award nominees case introductions & announcing the winner!
6.45pm UTC: Keynote presentation by Bjarn Brunenberg of TomTom - Winner of the Experimentation Culture Individual award in 2022
7.08pm UTC: Team award nominees case introductions & announcing the winner!
7.29pm UTC: Keynote presentation by Sarah Bütof of Vista - Winner of the Experimentation Culture Team award in 2022
7.50pm UTC: Organization award nominees case introductions & announcing the winner!
8.10pm UTC: Closing remarks by Ton Wesseling
8.15pm UTC: End of the live broadcast
(where you can register for free or log in)
All nominations will be introduced during the event by the case owners. Do not forget to register to get access to the show and/or the recording!
GET ACCESS TO THE RECORDING
Because the show has ended you need to login or create an account directly on our stream website to access the recording.The live broadcast started on July 7th, 2022 - 6pm UTC.
This live broadcast had 120+ minutes of keynotes, interviews and winners
2022 AWARD SHOW SCHEDULE
July 7th 2022
All times in the schedule are UTC times, which means it starts in/at:- Amsterdam / Berlin / Paris: 8.00pm (+2 hours on UTC)
- London / Dublin: 7.00pm (+1 hour on UTC)
- New York / Boston: 2.00pm (-4 hours on UTC)
- Silicon Valley: 11.00am (-7 hours on UTC)
5.50pm UTC: Livestream starts with a 10 minute countdown - you can start to log in
6.00pm UTC: Introduction of the 2022 Awards by jury chair & host of this show Ton Wesseling
6.20pm UTC: Individual award nominees case introductions & announcing the winner!
6.40pm UTC: Keynote presentation by Aleksander Fabijan - Winner of the Experimentation Culture Individual award in 2021
7.00pm UTC: Team award nominees case introductions & announcing the winner!
7.20pm UTC: Keynote presentation by Denise Visser from Team Experimentation at bol.com - Winner of the Experimentation Culture Team award in 2021
7.45pm UTC: Organization award nominees case introductions & announcing the winner!
8.05pm UTC: Announcing the winners of the Rising Star Award and the Community Award!
8.10pm UTC: Closing remarks & Ronny Kohavi master class raffle by Ton Wesseling
8.20pm UTC: End of the live broadcast
All nominations will be introduced during the event by the case owners. Do not forget to register to get access to the show and/or the recording!
GET FREE ACCESS TO THE 2021 LIVE AWARD SHOW RECORDING
Register yourself to be able the recording of the 2021 live show. This event has keynotes, interviews with the 15 finalist nominees and announces the winners. You can check the full schedule here.Clicking on the button below here will take you to our livestream platform, where you also can register a new account directly.
If you registered earlier on this site: check your email for login informationEmails are mainly send by info@experimentationcultureawards.com, but login info also comes from no-reply@editmysite.comUse "reset password" on our live stream platform to set a new pass.
2021 AWARD SHOW SCHEDULE
July 8th 2021
All times in the schedule are UTC times, which means it starts in/at:- Moscow: 9.00pm (+3 hours on UTC)
- Amsterdam / Berlin / Paris: 8.00pm (+2 hours on UTC)
- London / Dublin: 7.00pm (+1 hour on UTC)
- New York / Boston: 2.00pm (-4 hours on UTC)
- Silicon Valley: 11.00am (-7 hours on UTC)
5.50pm UTC: Livestream starts with a 10 minute countdown - you can start to log in
6.00pm UTC: Introduction of the 2021 Awards by jury chair & host of this show Ton Wesseling
6.15pm UTC: Individual award nominees case introductions & announcing the winner!
6.45pm UTC: Keynote presentation by VodafoneZiggo - Winner of the Experimentation Culture Team award in 2020
7.15pm UTC: Team award nominees case introductions & announcing the winner!
7.45pm UTC: Keynote presentation by Farfetch - Winner of the Experimentation Culture Organization-wide award in 2020
8.15pm UTC: Organization award nominees case introductions & announcing the winner!
8.45pm UTC: Closing remarks by Ton Wesseling
All nominations will be introduced during the event by the case owners. Do not forget to register to get access to the show and/or the recording!
GET FREE ACCESS TO THE RECORDING OF THE 2020 SHOW
Register yourself to be able to watch the recording of the live broadcast. The events has 6 keynotes, the 15 final nominees and presents the winners. You can check the full schedule here.
The full recording is accessible through our live stream platform
If you registered earlier: check your email for login information(emails are mainly send by info@experimentationcultureawards.com, but login info also comes from no-reply@editmysite.com - use "Reset password")
2020 AWARD SHOW SCHEDULE
September 24th 2020
All times in the schedule are UTC: Moscow +3hrs, Paris +2hrs, London +1hr, New York -4hrs, Austin -5hrs, San Jose -7hrs
5.50pm - 6.00pm: Livestream starts with a 10 minute countdown - you can start to log in
6.00pm - 6.15pm: Introduction of the 2020 Awards by jury chair & host of this show Ton Wesseling
6.15pm - 6.30pm: Keynote presentation by Stephen Pavlovich - Tactics that could help to create a culture of experimentation
6.30pm - 6.45pm: Keynote presentation by **Marianne Stjernvall **- How to build an experimental organization
6.45pm - 7.05pm: Individual award nominees case introductions & announcing the winner!
7.05pm - 7.20pm: Keynote presentation by Hazjier Pourkhalkhali - Who optimizes the optimizers
7.20pm - 7.35pm: Keynote presentation by Casandra Cambell - Stop just optimizing; start deliberate learning instead
** 7.35pm -7.45pm**: Individual lifetime achievement award given by the 2020 jury to Ronny Kohavi
7.45pm - 8.10pm: Team award nominees case introductions & announcing the winner!
8.10pm - 8.20pm: Keynote presentation by Kelly Wortham - Experimentation Culture From individual to industry
8.20pm - 8.30pm: Keynote presentation by Lukas Vermeer - Experimentation Culture at Booking.com
8.30pm - 8.40pm: Organization-wide lifetime achievement award given by the 2020 jury to Booking.com
8.40pm - 9.02pm: Organization award nominees case introductions & announcing the winner!
9.02pm - 9.05pm: Closing by Ton Wesseling
All keynotes are presentations by the Award jury members.
All nominations will be introduced during the event by the case owners. Do not forget to register to get access to the show and/or the recording!
CONTACT FORM
Use the form below to ask us your question(s) about the awards and the judging process or to submit your help as ambassador or business partner. Our goal is to reply within 2 business days.
Emails are send through info@experimentationcultureawards.comYou will be contacted by a representative of the owner of the Experimentation Culture Awards: Help je Klant Holding BV, registered at the Chamber of Commerce in the Netherlands under number 30251897.
CONTACT FORM COMPLETED
Thank you for asking your question. Our goal is to get back to you within 2 business days. We will get in touch with you through info@experimentationculture.com
TICKET REGISTRATION DONE
Our welcome email should arrive in your email box in 2 minutes. It's coming from info@experimentationcultureawards.com.Keep an eye out for our event announcement emails
and the livestream login link.