The 'wine effect' and other surprises that reshaped how Box runs e-commerce experiments

The Experimentation Edge · Jul 9, 2026 · 27m · transcript

Summary

In this episode of The Experimentation Edge, host Ashley Stirrup talks with Danielle Olean, Director of E-commerce at Box, about what it really takes to build a culture of experimentation inside a B2B company. Drawing on 15 years across B2C and B2B at Wayfair, Drizly, Zoom, and now Box, Danielle explains why experimentation belongs to every product team and not just e-commerce, walks through a pricing page saga of one win and two losses that exposed the limits of simplification, and shares the "wine effect" test that won for a reason no one predicted. It's a practical, story rich…