UPS Delivered $500M in Revenue Using Experimentation | GrowthBook Blog | Growthbook Blog
Blog post from GrowthBook
Dave Massey, who joined UPS in 2016, spearheaded a transformative approach to experimentation, which has since contributed over $500 million in incremental revenue for the company. Initially, UPS lacked a comprehensive testing program, but Massey's background in digital advertising and conversion rate optimization allowed him to demonstrate the impact of UX improvements on revenue, starting with a $35 million boost from a simple checkout navigation adjustment. Despite initial skepticism, the success of this pilot led to the integration of rigorous data analysis and UX research within UPS, fostering a culture of testing. Massey's team, known as JEDI, now supports numerous customer-facing applications and is regarded as a center of excellence within the company. Future plans include enhancing personalization and decentralizing testing capabilities to allow other business units to conduct their own experiments, with AI playing an integral role in improving efficiency. The team's commitment to unbiased results and learning from failures has solidified its reputation for rigor and honesty, ultimately proving the business value of experimentation.