Steffen Frølund is the founder and CEO of Bownty, a company that promises to find customers the best value experiences. Bownty has tripled its gross merchandise value in the last year to an annual run rate of 18 million euros. The company has 2 million users across 1200 cities. Frølund discusses how the Hawthorne effect, where any change results in a temporary productivity increase, applies to their A/B testing, with most tests initially increasing engagement but then falling. He stresses the importance of identifying what specifically caused real improvements when riding waves of rapid changes.

2. SteffenW. Frølund
Founder & CEO
@steffenfrolund
@bownty

3. No matter where in the world you are Bownty promises to find you
the best value for money experience

4. We’ve tripled GMV in the last year
to 18m EUR annual runrate
-
200,000.00
400,000.00
600,000.00
800,000.00
1,000,000.00
1,200,000.00
1,400,000.00
1,600,000.00
1,800,000.00

5. 2m users in 1200 cities love what we do

6. The Case for Rapid Continuous Changes
Hawthorne Effect
Productivity research // Tweaking lighting // Any change was positive

7. Hawthorne Applied
Most our A/B tests created an increase and then a fall

8. Riding The Wave of Change
BaselineRapid Changes

9. The Flipside of Hawthorne
BaselineRapid Changes
Crucial to identify the part of the change that caused the real improvement

10. Final Thoughts
45m monthly emails makes statistics significant
Creativity and learning loops is crucial
Newness is in itself a positive factor