Key Takeaways
A collection of Abi Hough’s short-form resources, carousel essays and event takeaways across UU3 and WeAreCorpus. These pieces cover UX, CRO, experimentation, AI-shaped discovery, trust, usability, customer behaviour and the upstream web.
Published through WeAreCorpus
AI Doesn’t Replace Thinking. It Exposes It.
Abi’s Corpus note inspired by Sarah Cridland’s Experimentation Elite keynote, exploring why AI needs context, how plausible answers can mislead, and why human scepticism still has to stay in control. Description This Corpus note captures Abi’s biggest takeaway from...
AI Won’t Kill Expertise. But It Might Break How We Learn It.
Abi’s Corpus note inspired by Jim Sterne’s Experimentation Elite talk, exploring how AI may automate junior work, why that matters for apprenticeship, and why judgement remains the skill humans cannot afford to outsource. Description This Corpus note captures Abi’s...
Published through UU3
10 Things We All Know, But Apparently Still Need To Be Told
Abi’s takeaway carousel from Conversion Hotel 2025, covering the “obvious” truths the optimisation industry still keeps forgetting: readability, pragmatic experimentation, messy journeys, emotion, small models, AI agents, silos, metrics and quality. Description This...
10 Things Alun Lucas and Craig Sullivan Explained About Forms
Abi’s takeaway carousel from Alun Lucas and Craig Sullivan’s Experimentation Elite talk, covering why forms are barriers, every field has a cost, and most abandonment is caused by basic failures in usability, motivation, trust and context. Description This carousel...
11 Things Lucia van den Brink Exposed About Growth, Experiments and Lone Geniuses
Abi’s takeaway carousel from Lucia van den Brink’s Experimentation Elite talk, covering why experimentation programmes need cognitive diversity, psychological safety, better collaboration and more varied sources of ideas. Description This carousel captures Abi’s key...
11 Things Rose Keen Reminded Us About Brains, Biases and Customers
Abi’s takeaway carousel from Rose Keen’s Experimentation Elite talk, covering behavioural science, subconscious decision-making, cognitive bias and why experiments need to design for brains, not dashboards. Description This carousel captures Abi’s key takeaways from...
8 Things Talia Wolf Said That Murdered My CRO Bingo Card
Abi’s takeaway carousel from Talia Wolf’s Experimentation Elite talk, covering why CRO needs to move beyond faster testing, shallow data, feature shouting and short-term conversion panic. Description This carousel captures Abi’s key takeaways from Talia Wolf’s...
17 Things Jono Alderson Said That Made the Ground Shift
Abi’s takeaway carousel from Jono Alderson’s Experimentation Elite keynote, exploring why the web no longer has a clear front door, why decisions increasingly happen upstream, and why optimisation needs to shift from surfaces to understanding. Description This...
8 Things I Found Out at E-commerce Conference Athens 2025
Abi’s takeaway carousel from E-commerce Conference Athens 2025, covering AI personalisation, behavioural bias, social commerce, friction, sustainability, AI skills, and the questionable wisdom of hiking to the Acropolis in bright sun. Description This carousel...
9 Things I Found Out at Experimentation Elite 2024
Abi’s personal takeaway carousel from Experimentation Elite 2024, covering AI, retention, context, solution bias, experimentation culture, accessibility, and customer journey optimisation. Description This carousel captures Abi’s key takeaways from Experimentation...
Experimentation Culture Awards 2024: Key Takeaways
Abi’s summary of the 2024 Experimentation Culture Awards, highlighting standout teams, winners, nominees, and the wider trends shaping experimentation culture across organisations. Description This carousel summarises the 2024 Experimentation Culture Awards, pulling...
The Conference Known As Conversion Hotel 2023 – The Book Of Tonns
Keynote Performers The Psychology Of Disappointment: Michael Aagaard Selling Magic Beans: Tim Stewart (TRS Digital) Unlocking The Collaboration Bonus: Lucia Van Den Brink (Increase Conversion Rate) The Future Of Experimentation: André Morys (konversionsKRAFT)...
The Conference Formerly Known As Conversion Hotel 2022
Keynote Performers The artificial user - a future scenario for CRO?: Steen Rasmussen All you need to know about framing: Sarah Gagestein Performance rules: Jono Alderson / Arnout Hellemans Defaults for A/B testing: Ronny Kohavi How to get the most out of your...
State of CRO 2022: What the Industry Was Really Saying
A short LinkedIn carousel summarising key takeaways from the State of CRO 2022 webinar, covering CRO maturity, lonely optimisation teams, weak KPIs, resource constraints, and why insight matters more than sheer test volume.
The Conference Formerly Known As Conversion Hotel 2021
Keynote Performers Making experimentation ridiculously easy for 2000 bol.com employees: Denise Visser Change management for experimenation culture: Ruben De Boer 3 principles that your growth team need: Daphne Tideman How to turn hippos into birds by being a cat...
The Conference Formerly Known As Conversion Hotel 2019
Keynote Performers Using experimentation to drive product: Stephen Pavlovich AI and personalisation demystified: Guy Yalif A look at the future of data governance: Aurelie Pols Data science demystified: Emily Robinson One neat trick to run better experiments: Lukas...
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