Description

This carousel summarises the 2024 Experimentation Culture Awards, pulling out the key trends, winners, nominees, and examples of experimentation culture in practice.

The awards show a clear shift in the experimentation industry: from market-led activity to product-led experimentation, from centralised teams to decentralised capability, from client-side to server-side testing, and from simply running tests to improving results. The carousel also highlights a broader maturity theme: strong experimentation culture is not about one successful experiment, but about improving process, structure, trustworthiness, democratisation, motivation, and data-driven decision-making.

Abi summarises the winners across the Rising Star, Team, and Organisation categories, including NS, A1 Telekom, and Oda, while also capturing notable nominee stories from teams such as Apoteket, Comcast Cable, CarWow, Nerdwallet, TomTom GO, Sunweb Group, and others. The result is a quick, useful snapshot of where experimentation culture was heading in 2024.

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Topics

• Four major experimentation trends to watch

• Why experimentation culture is bigger than individual tests

• Rising Star Award nominees and winner

• Team Award nominees, honourable mentions, and winner

• Organisation Award nominees, honourable mentions, and winner

• Examples of decentralisation, democratisation, training, autonomy, and experimentation maturity

• Related community events and resources

Best for

Experimentation leads, CRO practitioners, product teams, UX researchers, growth teams, digital leaders, and anyone interested in how organisations build stronger experimentation culture.

Background

This fits the UU3 archive as evidence of Abi’s ongoing work translating industry events and community knowledge into accessible, useful summaries.

It also connects to later Corpus thinking because the strongest examples are not just “teams running more tests.” They show organisations building the conditions for better learning: process, structure, trustworthiness, shared capability, and decision-making. In other words: not experimentation theatre. Actual operating system improvements.