How UPS generated half a billion from 80+ apps with A/B testing

The Experimentation Edge · May 11, 2026 · 23m · transcript

This episode of The Experimentation Edge shows how UPS's A/B testing program drove $500M+ in incremental revenue across 80+ customer-facing applications. Dave Massey — head of the J.E.D.I. team (Journey Experience and Design Innovation) — walks through the first test that proved UX could move revenue, how he defended counterintuitive results to skeptical execs, and how a small experimentation team can override opinion with data at enterprise scale.

Summary

Dave Massey walked into UPS in 2016 and immediately got pulled into a meeting about AB testing tools. By the end of the day, he owned the…