Most teams treat experimentation as a tactic, not a system, which leads to wasted effort and poor customer experiences. In this session, Booking.com for Business shares a practical model for building a lean, high-impact experimentation engine that balances growth with customer needs. Learn the decision rules behind what to test, where to focus, and when to stop. Through real examples across onboarding and customer journeys, including failures, you will see how to prioritize experiments that improve both conversion and experience, and apply a repeatable system that works for lean teams.