Latest / The Experimentation Edge
How Disney picks which experiments to run
Summary
What does it look like to kill a multimillion dollar feature before anyone builds it? In this episode of The Experimentation Edge, host Ashley Stirrup talks with Crystal Ammari, a digital product optimization and experimentation strategy leader whose career spans Nike and The Walt Disney Company. Crystal shares the "dry test" that used a single fake button to measure demand for video chat (4 million users, 106 clicks), why she reframes experimentation as savings and gains rather than wins and losses, how a misconfigured tool, not bad methodology, made tests take six months, and how a…
The skinny
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