I partner with organizations that want to achieve transformational growth with Experimentation.

Client teams and I integrate deeply to implement and scale a proven process to measurably drive growth.

I work with exec-level stakeholders to discover and activate customer insights, and advise in their decision-making process with the data and insights.

We get really clear on customers, their motivation and their buying objections with research.
 
We go beyond the surface revenue wins, and strategize tests to solve the challenge of dominating their market with Experimentation.

What sets me apart is this intersection between being a strategic thinker, a board-level communicator and being process driven.


Strategy & Roadmap Ownership
• Business alignment. We formally meet once a quarter to align on business goals, priorities and quarterly targets. Every test is directly aligned with business goals and targets KPIs that are meaningful to business growth.
• Relentless customer focus. Your business grows from its customers, and I help design and run customer research studies to inform high impact hypotheses.
• Evidence-based recommendations. The output of my work is focused on quality and confidence, and every recommendation comes with supporting evidence that facilitates its internal approval.

Executive Leadership
• Strategic Partner. I frequently earn and maintain buy-in from C-level stakeholders, overcome their objections and challenge their thinking.
•Cross-functional player. I integrate in the client teams seamlessly, break down silos, and democratize ideation by acting as a facilitator to team discussions.
• Sounding board. Clients can ask for feedback about anything and I will answer any question related to growth while clearly stating my limitations, and making introductions when a trusted partner is better suited to answer a specific question.

Precise & Rigorous Execution
• Transparency. I take care of documenting all hypotheses and customer data points and their prioritization to provide a simple, actionable document on our next priorities. 
• Driving insight into action. I aggregate data points and synthesize the information in clear and concise ways to keep you focused on the high level strategic elements. My methodology and complete details are always available to you for in depth reviews.
• Drive for activation and accountability. I ensure that outcomes from our project are assigned, actioned and completed.

Simon Girardin

MILD FRENZY LIMITED

Establish and execute experimentation programs and research processes. Provide training and coaching to team members in experimentation, statistics, and analytics, often using comics to communicate important ideas and information.

Create automation tools utilising AI (with Python and langchain) to enhance efficiency and minimise friction across the experiment program. 

Conduct site architecture and data collection audits, and implement fixes to ensure accuracy of experiments.

Participate in user research and ideation and either develop experiments or facilitate the development of experiments.

Analyse experiments and experimentation programs, embed decision-making processes using statistics and data dashboards and communicate with stakeholders.

Co-host Treachery of Data and also Conversion World, sharing industry knowledge and talking through specific industry topics and issues. 

Companies include: Eventbrite, BBC Maestro, Simpson Millar, Turing Labs, and more.

Experimentation Consultant/Freelance

Turing Labs Inc. 

Run user research and design applications

Experimentation and user experience consultant

Trainline

Develop an end-to-end optimisation process that all teams in the company can follow. The goal: make Trainline a test-driven company and equip all teams with all the necessary skills to run their own optimisation programs effectively.

To that end responsibilities were to document and maintain a set of processes and procedures as wiki documents and training videos; create templates aimed to speed up and standardise experiment builds; and conduct training sessions and one-to-one consultations where necessary. My remit covered developers, product owners, designers and analysts.

Overall this resulted in an approximately five-fold increase in test launches from the previous year. Velocity continuously increases as more teams become ready to test on new technology platforms. This is while maintaining a decent win rate. 

I oversaw projects to move the statistical methodologies to bayes, specifically expected loss (aimed at speeding up analysis and making stats more accessible), and also projects to develop inhouse analytics dashboards to make experiment reads more available. 

Overall this reduced the average runtime of experiments as analysts were more confident in reading tests.

Optimisation Manager/Head of Optimisation

Develop optimisation process to increase volume of optimisation experiments. 
Analysis of tests to develop new test ideas. 
Co-manage a backlog of experiments
Conduct training for development, analysis, and statistics
Co-manage a team of designers and developers to build and launch experiments 
Develop test process for technical migration

Conversion Optimisation Specialist

SiteSpect, Inc.

Develop Conversion Optimisation tests for a range of companies from Asda, Trainline, to Confused.com. Also, providing support and training on optimisation test development and analytics.

Advance Solutions Engineer at SiteSpect

Freelance contractor

I provide a range of services for various companies - including start-ups, schools, colleges and corporates. My specialities are: consultancy and development of A/B and multivariate testing (for Trainline); usability and user experience (consultancy as well as the creation of wireframes and designs); and consultancy on accessibility and design.

I have also developed front-end builds according web standards using HTML, CSS (with SASS and LESS) and javascript (including jQuery and knockout libraries) and set up work flows for future UI developers to follow - this usually involves cleaning up existing CSS and setting up SASS-based environment along with a taskrunner like gulp.

Freelance Conversion Optimisation and Front End Development

TheTrainline

HTML, JavaScript, stylesheets and front-end standards; including accessibility and technical design; and ensure all front end web developments meet Trainline’s design standards, including usability, brand and accessibility standards (in line with PAS 78).

A key contributor to process and user interface designs, taking business requirements and proposing appropriate solutions in the form of wireframes and page designs. These based on applying usability, accessibility, design styles, and ensuring we make good use of technology available (e.g. AJAX) whilst not using it for the sake of it.

Act as thetrainline’s ambassador for Train Operator Company clients (eg. Virgin Trains, Cross Country etc.) and their design agencies, advising on how best to implement sites within Trainline’s framework.

To assist Thoughtworks and the Development team develop sites on the new Tracs3 platform, from initial UI architecture and design through to implementation and provide quality assurance on all new front end developments to ensure they meet agreed standards on code quality. (white labels, XHTML etc)

Design and code front end web developments for new prototype products using HTML, CSS and JS. Consult with and assist in the coding of marketing related web and e-mail developments.

Ongoing training and knowledge transfer of HTML, CSS, JS, standards and Accessibility.

Manage technical design team, including temporary design staff when needed.

Senior Technical Designer

The Trainline.com

Own HTML, JavaScript, stylesheets and front-end standards and coding issues; including accessibility and technical design; and ensure all front end web developments meet Trainline’s design standards, including usability, brand and accessibility standards (in line with PAS 78).
 
A key contributor to process and user interface designs, taking business requirements and proposing appropriate solutions in the form of wireframes and page designs. These based on applying usability,accessibility, design styles, and ensuring we make good use of technology available (e.g. AJAX) whilst not using it for the sake of it.

Act as thetrainline’s ambassador for Train Operator Company clients (eg. Virgin Trains, Cross Country etc.) and their design agencies, advising on how best to implement sites within Trainline’s framework.
 
To assist Thoughtworks and the Development team develop sites on the new Tracs3 platform, from initial UI architecture and design through to implementation and provide quality assurance on all new front end developments to ensure they meet agreed standards on code quality. (white labels, XHTML etc)
 
Design and code front end web developments for new prototype products using HTML, CSS and JS. Consult with and assist in the coding of marketing related web and e-mail developments.
 
Ongoing training and knowledge transfer of HTML, CSS, JS, standards and Accessibility.

Manage technical design team, including temporary design staff when needed.

Technical Designer

Freelance

Work as Designer, Front-end developer and consultant for a range of clients from housing development and estate agent firms (such as Knight Frank) to New Media, Design and Advertising agencies (such as FourGritti) and the Education Sector (Yorkshire Coast College, BDP Media).

Work included: 
Designing and developing Flash based marketing and games for CD-ROM and the web, using Flash and Actionscript 1 and 2 (OOP). 

Consulting on the design and development of User interfaces for the web and CDROMs.

Designing and developing front-end Interfaces for websites and CDROMs using Photoshop, Illustrator, Dreamweaver, Notepad, BBEdit.

Liaising with clients extensively on project needs.

Project managing and training (teams of multi-media students) for front-end web design, development and maintenance; and CDROM design and development. This also involved filming interviews and events to collect footage.

Web Designer, consultant, Front-end developer, Flash Designer/developer

Yorkshire Coast College

Teaching Web Design and Development to BTEC National Diploma students.
Running weekend workshops in Web Design and Development

Teacher and lecturer

Perception DM

* Designed and developed Flash Web Site for Priestman Goode
    * Designed and developed Flash (with Generator) Applications for Awards Sites (2000, 2001 and 2002) for Cisco
    * Designed and developed Flash animations for company presentations
    * Designed and developed Flash animations and presentations for Apple and Cisco
    * Developed Flash Viral Campaigns for the company. Including a Flash Game with OOP ActionScripting
    * Developed Flash and XML Based ‘Christmas Want List’ Viral Campaign for the Company
    * Provided training in Flash for staff of the company
    * Edited and compressed video for web streaming using Adobe Premier and Media Cleaner
    * Designed and developed HTML and CSS based websites

Web Designer and Front-End Developer

CRO Tales | Experimentation Consultant & Coach or "Co-pilot" | Treachery of Data Podcast co-founder

With over 20 years of expertise in UX design, development, data, and optimisation, I can help you improve the quality and velocity of your experiment programs. Whether providing training to existing teams or executing an experiment program myself, researching, ideating, developing experiments, and analysing experiments.  

My approach at organisations with existing programs is to start with auditing existing processes, shadowing teams, assessing technical tooling and site architecture. I analyse data quality issues and implement solutions, leveraging Python to develop tools to automations to reduce friction points and improve processes.

For those seeking a comprehensive solution, I conduct site-wide audits encompassing site analytics, qualitative research, and more. I have also developed my own user review and text-mining application, utilizing AI to extract valuable insights from user feedback and reviews, thereby aiding in product improvement and experiment backlog development.

I was previously the Head of Experimentation at Trainline, where I set up and led the experiment program. I've also helped build experiments and run programs at BBC Maestro, Simpson Millar, Eventbrite, and more.

I'm the author of the "CRO Tales" comic series on LinkedIn; co-host of the "Treachery of Data" YouTube/podcast; and co-host of the Conversion World Roundtable, where we deep-dive into industry topics. 

I'm also a self-published comics creator and graphic novelist (see https://iqbala.com for details).

As an independent consultant, I offer my services to startups, medium-sized enterprises, and large corporations. With my end-to-end experience in experimentation, I'm ready to help.

taplio

The Battle

Simon Girardin

Iqbal Ali

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