What Fried Eggs, Transparency, and Teamwork Taught Us (Plus, #Ei2026 tickets on sale!)

TLC Connector | Teach. Learn. Converse.

May 28, 2025

The Experimentation Culture Awards are a wrap!

Winner of the 2025 Rising Star award: Lomax A/S (DK)
Winner of the 2025 Team award: John Lewis & Partners (UK)
Winner of the 2025 Organization-wide award: Atlassian (AU) (I look forward to bringing your award to you in person!!!)
Winner of the 2025 Community award: Ruben de Boer

Our congratulations and gratitude to the winners and nominees for strengthening this culture of experimentation that advances us all! If you missed watching the event live, you can still get your free recording ticket on the Experimentation Culture Awards website.

I hope to see you next week, on June 4, at the TLC Mentorship Summit at Experimentation Elite, which will showcase our experimentation stars of the future. Come encourage and learn from these bright and rising professionals as we all create the conversations and culture that advances our work.

Speaking of advancing, check out this month’s sponsor content:

Conductrics’ Matt Gershoff shares his blog, “Interpretable Machine Learning and Contextual Bandits.”
SiteSpects’ Mike Fradkin shares his blog, “Why You Need a Clear A/B Testing Hypothesis for Every Experiment.”

🎟️ Tickets for #Ei2026 Are Now on Sale!

We’ve made it easier than ever to join the adventure. All-inclusive tickets now start at just $1,750, which covers 3 days and 2 nights of immersive experimentation, meaningful conversations, lodging, meals, and all activities.

This year, there are more ways to save when you bring others along (see below!)

Lower prices, new discounts, and the same unforgettable Experimentation island experience.

Reserve your spot today and be part of something truly special at #Ei2026.

This section is a roundup of TLC member-curated content.

Carmel Makaya is sharing her learning log—a daily peek into what she’s exploring, learning, and figuring out in her life and career. For example, here, in her “📖Reading” category, Carmel shares fellow TLCer Daphne Tideman’s post, “Do Product Quizzes Still Work in 2025…” We love her approach to focusing on her learning and growth goals. Will she have a book in a year? Let’s watch!
Think you can skip the hypothesis part of your A/B test prep? In this article by Mike Fradkin, discover why a clear A/B testing hypothesis is the secret to faster learning, smarter decisions, and more confident CRO results.
Talia Wolf teaches us how to audit our websites strategically and unlock more meaningful conversations.
And if you loved Talia’s website audit advice, you’ll be glad to know her new book, Emotional Targeting, is now available for pre-order here.
Brilliant conversation alert: In this episode of No Hacks, Sani talks with Matt Gershoff, CEO and Co-founder of Conductrics, about how being intentional, not just fast, leads to better experimentation, better customer relationships, and better outcomes.
Matt continues his exploration of intentionality in this post, where he claims the intentional use of machine learning and contextual multi-armed bandits (MAB) often requires human interpretability. Learn why.
Gerda Vogt-Thomas is beta testing Katsed, a new tool built to eliminate the GA4 headache and automate A/B test analysis - no SQL skills required.
Industry News: Eppo joins Datadog! This venture will bring end-to-end observability, feature management, and experimentation into a single, unified platform. Read about it here.
More Industry News about Unicorns and How It’s All Going at StatSig (spoiler: they landed $100M at $1.1B valuation, so it’s pretty great!) in this GeekWire article.

TLC Chatter 2.0: Convert-Sations brought to us by

The #convert-sations Slack channel is a treasure trove of insights and candor. Have you joined the convert-sation yet? We hope you do. It's a great place to engage and learn more about fellow TLC members.

Join the TLC

This month’s theme in #convert-sations was Moments that Matter. The quieter, often-overlooked experiences that shape how we work in experimentation. Our conversation was about the sparks, the stumbles, the “aha” moments that changed your mindset, your practice, or your path.

This month’s community stories reminded us that inspiration can come from anywhere - a casual conversation, a perfectly cooked egg, or even a test gone sideways. These three stood out for their honesty, creativity, and impact.

🥇 First Place: Talia Wolf

Prompt: How has your approach to experimentation evolved as a result of your own growth over time?

“For me, what led me into the industry was curiosity and an urge to do more... It was an incredible feeling to discover this entire world of like-minded people who are always thinking about how to make things even better.”

Talia’s story is a celebration of curiosity and community. She didn’t follow a straight path into CRO. Instead, it was a casual nudge from a colleague that opened the door. Her experience reminds us that discovery often begins with a question and is sustained by the people who never stop asking, "How can we make it better?"

🥈 Second Place: Kasper Kristensen

Prompt: Has something outside of work ever sparked a testing idea?

“How can you start with the same three ingredients, a pan, oil, and an egg, and end up with completely different results? The only difference was the process. Success doesn’t come from just having the right tools or the right ideas. The process, how you use what you have, can make something extraordinary… or ruin it entirely. That insight translates far beyond the kitchen.”

Kasper’s story begins with a perfectly cooked fried egg and ends with a major testing insight. Success isn’t just about having the right ingredients or the right tools; it’s about thoughtful execution. We loved how he drew inspiration from outside the industry to reflect on experimentation’s core truth: process is everything.

🥉 Third Place: Michael Galvez

Prompt: Ever fix a test gone wrong and learn something?

“We had a problem where an important part of a set of pages was hidden… We fixed it by updating our audience libraries. From this, we learned to open communication with other teams and share what tests we're running to avoid similar problems in the future.”

Michael’s experience highlights the importance of cross-team communication. A small oversight had wide impact, but the fix led to a lasting improvement: clearer coordination across teams. We appreciated how this story turned a testing hiccup into a lesson in proactive collaboration.

A huge thank-you to Talia, Kasper, and Michael, and to everyone who shared their stories. Whether sparked by curiosity, cooking, or cleanup, your insights help us all test and learn together.

Keep an eye out for next month’s Convert-sations prompt: dropping soon!