The Women in Experimentation Summit 2025.

Digital-only is passé!

Just ask Masturah. She’s a senior designer at the bleeding edge of the AR-VR-MR revolution. Mastura has spent a decade in UX & experimentation across multi-modal displays, IoT devices, and digital twins.

In this talk, she will focus on three things: (1) Why conventional user testing fails in physical-digital (phy-gital) spaces (2) How to measure impact using proxy metrics & mixed method insights, especially when direct tracking isn’t possible (3) First-hand application of these concepts in a real-world case study.

"Experimentation goes beyond business metrics. It changes lives."

Anmol’s passion aligns with this summit’s mission.

By day, she is a corporate ace, a digital strategist who has worked with giants like Microsoft and Verizon. Through sheer enthusiasm, she’s a changemaker committed to bringing inclusivity to fashion, beauty, finance, and healthcare - all industries directly shaping the experiences of women.

Anmol’s session is hands-on. She’ll share how AI is challenging norms by personalizing everything - from skincare to PCOS detection to wealth-building for (oft-overlooked) women. She’ll also give you her tried and true strategies to advocate for more inclusive experimentation, ultimately leading to fairer outcomes for everyone.

You realize that sustainability isn’t the ‘flavor of the month’ but haven’t been successful in moving your org to embrace it? Theo’s talk is the solution.

Visitors have certain barriers in place that keep them from gravitating towards planet-friendly decisions. They are wary of manipulation and greenwashing. However, all’s not lost since simplicity, transparency, and perceived value make up the powerful trifecta you can apply to tests to bring hesitant prospects around.

In his 30 minutes, Theo will share how CRO principles help buyers consume less or consume consciously, without eroding your bottomline.

The premise is simple: Usability is a shared responsibility. It isn’t something designers “do” in isolation. From product to engineering to marketing, everyone plays a role in creating usable, human-centered experiences.

Joy will dedicate her session to covering why usability matters (beyond aesthetics), how you can empower non-designers to pitch in and flag friction early, and tips (including real-world case studies) to foster the right kind of collaboration -- one that ultimately improves usability.

Stubborn problems push you to leave the local maxima behind. And consider roads less trod.

Isabel Macdonald is a quiet ace up the sleeve. Armed with a PhD in economics, she uses her academic knowledge in applied experimentation, helping clients at Irrational Labs successfully reframe their offers and launches.

In this session, Isabel will walk you through how behavioral science helps decide what to test to improve uptake and conversions, as well as how to test to increase the reliability of your experiments.

When 1700 optimization & experimentation jobs talk, what’s the consensus?

Kevin Anderson knows.

Over the last 3 years, he has collected a gold mine of information pertaining to the CRO, data, product, and experimentation jobs that have gone live on his Experimentation Jobs board.

In this exciting segment, Kevin will combine data from 1000+ job posts, and insights from dozens of interviews to help you identify the skills, roles, and strategies that matter. Be privy to in-demand competencies and titles across experimentation, how top practitioners have shaped their careers, what they’d do differently, and common career traps to avoid.

One-off subject line tests and product block tweaks are not email optimization. A high revenue channel, emails deserve the same rigour and experimentation discipline as other digital properties.

This talk is your first step in the right direction. Cristina will cover key elements such as project planning, stakeholder alignment, testing frameworks, and best practices for execution, along with her own results-driven, high-impact email optimization strategy.

We all love a good framework. But it is easy to get carried away by the siren call of scalability and be utterly blinkered.

What is the framework developed to accomplish? Is it the right fit for the business problem you’re currently grappling with? Do you need to take a step back and hand the reins over to professional intuition instead?

Hesh comes to the table with everything you need to tell a good framework apart from the fluff, and a real-life story where simple interviews solved a problem a touchstone framework couldn’t!

The path between professional ambition and motherhood is often a complex one!

It doesn’t have to be so! Margo sees them as complementary identities and has successfully integrated both into her self-concept.

In this session, she will share practical frameworks for deciding when and how to disclose pregnancy during job searches or career transitions, with real examples of the different approaches.

She’ll also offer tools to address common emotional challenges, including guilt about “hiding” pregnancy, anxiety about perception, and doubt about timing.