Craig Kistler is VP of User Experience, Personalization, and Experimentation at Signet Jewelers, where he leads teams focused on creating better ecommerce experiences through UX, experimentation, personalization, and customer behavior. His background started in design and UX, and over the years his work has expanded into building and scaling experimentation and personalization programs. Much of his focus today is on understanding customer intent and using it to move ecommerce experiences beyond the traditional one-size-fits-all website. Outside of his work at Signet, Craig also works with smaller ecommerce businesses on UX, experimentation, personalization, and conversion challenges. That work lets him bring years of experimentation and customer-behavior learning into businesses with very different teams, tools, traffic, and constraints. Craig regularly writes about ecommerce experimentation, personalization, UX, customer intent, AI, and the gap between common “best practices” and what customer behavior actually shows on LinkedIn
Craig Kistler, who leads experimentation at Signet Jewelers, is the latest expert to open up their playbook for our Testing Mind Map series. These interviews look past the tidy version of experimentation and into the day-to-day: how evidence fares against conviction, which test wins survive contact with production, and where...
