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Jorden Lentze
Senior Product Manager Apps at Booking.com
Jorden Lentze is a Senior Product Manager at Booking.com, specializing in mobile app development and optimization.13 He joined Booking.com in May 2017, initially working on improving the onboarding flow for new properties.5
Professional Background
Before his current role, Jorden's career path included:
- Product Manager E-commerce at Booking.com
- Conversion Industry Manager at Google
- Senior Marketeer at ABN AMRO4
Expertise and Focus Areas
Jorden's areas of expertise include:
- Mobile app testing and optimization
- E-commerce product management
- Customer-driven optimization strategies
- AI-first product leadership
- Gamification2
Current Role and Responsibilities
As a Senior Product Manager for Apps at Booking.com, Jorden is involved in:
- Overseeing mobile app testing processes
- Implementing strategies to improve user experience
- Optimizing conversion rates for the Booking.com mobile app13
His LinkedIn profile, under the username "customerdrivenoptimization," reflects his focus on data-driven approaches to product development and customer satisfaction.3
Highlights
Fascinating 4 year journey which led to a 25bn loss of market cap in a day for Nike.
3 large changes which led to this:
1) Elimination of categories. Nike eliminated categories from the organization (brand, product development and sale
2) Nike became a Direct To Consumer led company, ending the wholesale leadership.
3) Lead with Digital Marketing. Nike changed its marketing model, centralising it and making it data driven and digitally led.
Why did this fail? And it is not because they where “too data driven”. To me it seems this seems like a big redesign which was not wrapped in an experiment 😉.
Too many changes to base a conclusion about the root cause on. But my money is on the abrupt change of the distribution model.
Again, a fascinating story about change…..
Yes! You can can use experimentation for innovation.
Innovation is about novelty and trying to predict novelty. But what we already know is we get it wrong so many times. Over 90% of our new ideas and innovations are not "successful" yet.
This interview is a rerun of the interview from 2019 with professor Stefan Thomke from the Harvard Business School.
- experimentation can be used for innovation, testing new ideas, features, strategies and business models.
- small changes can also be innovative
- small step (less risky) and large step experimentation (riskier) are different skills in the toolset of an experimenter
- the old adage of small changes, small impact versus large changes, large impact does not apply here as this is about high velocity incrementalism Enjoy!
#experimentation #CRO #abtesting
