Made With Intent

The platform that helps retailers predict visitor intent and find the value others overlook

Founder

The Person in Personalisation

As both practitioners of personalisation and victims of it, it is the person in personalisation that has been lost. The titans of the personalisation industry have commercially defined what personalisation should be for us all without realising what it takes to make a relationship work—a personal touch. 

This book explores why. And if it can change

Author

Ruroc

Maturing digital operations, structure and process with a particular focus on conversion optimisation and personalisation

Digital Board Advisor

CurrentBody

Supporting to mature digital product operations, particularly within an optimisation, experimentation and personalisation capacity.

Brainlabs

Build, curate and deliver best in class conversion optimisation product for our client base that aids their performance marketing needs

Global VP Conversion Rate Optimisation

CIM | The Chartered Institute of Marketing

I run a course for the Chartered Institute of Marketing where delegates learn how to approach a strategic process of conversion rate optimisation where you will learn how to implement a robust conversion optimisation methodology and culture which can deliver huge and real uplifts in conversion rate, sales revenue and profitability.

Delegates inc. Product Directors, Heads of Product, head of eCommerce, eCommerce Directors and C-Suite executives

(MCIM) Course Director for Advanced Conversion Rate Optimisation

User Conversion

Founded User Conversion - one of UK’s leading independent optimisation consultancies. Grew and successfully exited the business to multi-million revenues. 

Worked alongside of some of the biggest e-commerce businesses in the UK inc. Boots, BrewDog, Sports Direct, AVON - helping to mature their conversion optimisation and experimentation strategies.

Founder (+ successful exit)

WilsonCooke

UX and Optimisation Strategist

Digital Project Manager

McCann Worldgroup

Cogent

Digital Account Executive

Hey, I’m David

🎯 Founder and successful exit of User Conversion; UKs top conversion rate optimisation consultancy
📕 Author of "The Person in Personalisation" 
📍 Founder of Made With Intent: Real-Time Intent Platform
🎆 Big kid. Fan of Disney 

--- 

As ecommerce professionals, we’re living in an era where data and insight have the potential to transform how we connect with our visitors.

We’ve been saying this for years. Using terms like customer-centricity, data-driven and even the dreaded P-word: “personalisation”.

Yet, each year, it feels like we get no closer. We are stuck in an entrenched way of selling that does not align with how people actually buy.

At Made With Intent, we’re on a mission to give you the data and delivery system you need to guide each visitor to purchase. Appropriately. In the most impactful way for them.

If you’re interested in using intent to improve your ecommerce experiences, or just curious about the world of data-driven growth, I’d love to connect.




✅ Former founder building (and successfully exiting) one of the UK’s largest independent conversion optimisation consultancies - User Conversion. 
✅ Global VP of CRO at Brainlabs building world-class conversion product for digital businesses.

David Mannheim

Announcing our fourth keynote at Intent in a Tent, Aron Gelbard co-founder of Bloom & Wild. It turns out “being nice” is a growth strategy, and he has the data to prove it. ⛺️

On February 24th, you're invited to listen to Aron talking about Caring Wildly. A growth lever brands often overlook when prioritising the immediate and overly transactional.

He'll share his story about how empathy and generosity gave one of the UK’s most loved brands its competitive edge. And it goes far beyond just saying you're customer-first in a boardroom. We've all heard that one.

It’s about how Bloom & Wild measure care, right down to repeat rates, market share, and lifetime value. How they use it to grow while everyone else chases the transactional measures (hello conversion rate, I see you)

If you’ve ever wondered whether playing the long game pays, this is your answer.

He joins a lineup including the founders of The Inkey List and SURI, plus special guests from Formula 1 and Liverpool FC, all sharing ways to find the value others overlook.

💐 Apply for a free ticket here. 350 spots for people at eCommerce brands only. February 24th, 2026 💐

Founder and CEO, Made With Intent - Real-Time Intent for Online Retail

⛺️ Announcing our third keynote for Intent in a Tent. One of Formula 1s top race strategists, shaping winning moments for Ferrari, Haas Automation, Inc. and Sauber.

Meet Ruth Buscombe 🏁

Intent in a tent is a 350-person eCommerce event about finding value that others overlook. Those moments that matter and responding to them, there and then. (Apply for a ticket for February 24th, 2026)

Her talk, “When Strategy Meets Reality”, is all about that. How to adapt and react in the moment; in both F1 and ecommerce.

Because races are won or lost in moments. Nothing says 1% increments more than this sport. 

Teams build sophisticated plans. Models. Simulations.

And then the lights go out, chaos takes over, panic ensues and we all end up giving discounts to satisfy a poor trading period. 😂

How do you have the courage to change the plan and fast when real-time insight tells you to.

Where do you find the edge in the data?

Ruth will share stories from the pit wall about how split-second decisions can change everything.

A metaphor for what Intent in a Tent is all about:

🔥 Finding value that others overlook
🔭 Spotting the right signals among the noise.
🤯 Turning adaptability into your advantage.

🏁 Apply for a ticket here. eCommerce brands only. February 24th 2026  🏁

I have a love hate relationship with Disney. And it's that surprising relationship that started Made With Intent. 

I love Disney. The parks, the films, the history, the earnings calls all wrapped up in one warm nostalgia blanket. It means a lot to me. 

But. The shift in how Disney measure their success towards share of wallet, has meant that they've moved away from Walt's original vision of inclusivity. "To all who come to this happy place, welcome" he once said. 

Now its for the top 5% of earners. Disney park ticket prices have grown at a rate nearly nine times that of inflation 💴

A wine-paired prix fixe meal at the Michelin-starred Victoria & Albert’s at Disney’s Grand Floridian hotel starts at over $1,200 for two.

Fast passes costs up to $30 per person per day, doubling the price of a days ticket for a family of four, giving priority to travelers who book a guide, purchase expensive passes or stay at a Disney property.

Part of it is societal; the middle class has so eroded in size and in purchasing power and the wealth of our top earners has so exploded. But most is greed; short-termist share price manipulation that serve whatever CEO is in charge.  

And that love-hate conflict is a reason why I wanted to create something like Made With Intent. No, really. 

Something that shines a light on the purely short-termist, transactional nature of the eCommerce industry. 

Something that shows there can be a better way to measure and treat those who visit our website, with a balance of long-term LTV and retention. 

Something where experiences and communication isn't thrown in the faces of site visitors desperate for them to buy, but acts in support of their needs; appropriate to their job to be done.  

Our mission at Made With Intent is to change the perspective of ecommerce for the better. For the better of brands, and for the better of those that visit. 

Disney should have a similar mission statement. Thanks for the inspiration Bob (Iger), but something needs to change.

🤔 Weird thing I’m noticing: People trust AI to help them find products more than they trust search engines. But not because it’s more objective, just because it feels more objective.

Spoiler alert: I think that tiny perception shift is about to reshape discovery in ecommerce.

👇

How do people use Chat GPT currently? Just last month, Aaron Chatterji et al produced a paper for the National Bureau of Economic Research on how peop

Open article: Agentic eCommerce: The Current Consumer View by David Mannheim • 5 min read

Agentic eCommerce: The Current Consumer View

125 intent-based experiences in 30 days. A new record. 

Four a day. Double what July was already. Our customers are responding to user intent, creating and triggering experiences there and then; intervening to behavioural signals and predictions. 

And it’s not because we’ve suddenly got a tonne more customers (we’ve got more, sure, on our journey). But it’s because they’re doing more with intent.
25% more, in fact.

And that’s what this is really about for us. 

We're changing how brands think about ecommerce at Made With Intent

To do that we aim to democratise the idea of intent and own it. We've spent over 45,000 hours thinking about this one thing. It makes sense to make it accessible, usable, everyday.

It's why we're not enterprise and exclusive. But we are building something for everyone who wants to understand their customer better.

And when I see moments like this, I can’t help but think we’re getting there. 🙌

A lot of brands talk about being “consumer first”. Colette Laxton actually built one that is. The INKEY List | B Corp. So we invited her to keynote and talk about her story at Intent in a tent, February 24th 2026 

️There’s no one better placed to talk about “what happens when you stop following and start listening?" This is a story about flipping the script on the skincare industry.

Before The INKEY List became a $100M rocket ship, Colette noticed something the industry ignored. People were overwhelmed. Confused. Asking real questions that no one wanted to answer.

It’s all about listening and helping, not telling and pushing. 

Sound familiar? It’s customer intent in a bottle. Understanding where the customer is coming from and where they’re at, then responding to those signals.

Collette will be joined by:
🏎️ Ruth Buscombe (ex-Ferrari F1 race strategist) on pit wall adaptability.
⚽️ Ian Graham (ex-Liverpool FC research director) on football data no one else thought to check.
💐 Aron Gelbard (Bloom & Wild) on Caring Wildly.
🪥 Mark Rushmore (SURI) on thinking in increments.

350 of the fastest-growing brands. All in one place (a big tent). All challenging the “more, more, more” mindset of eCommerce.

Register here for your spot on February 24th, 2026 here -> www.madewithintent.ai/tent

I have the most wonderful UX Director / Head of UX Design in my network looking for a new challenge ✏️ (I wish I could hire him). DM me if you're looking.

Ben Labay

Speero

CXL, and by extension Speero, is an inspired workplace, constantly pushing and questioning services and products and what works and what doesn't. The agency pushes on experimentation and customer experience research for SaaS, Ecommerce, and Lead Gen clients around the world. 

These organizations and teams have business and customer strategies, we test them. Ben works within Speero to scope research and test program strategy for companies like Proctor & Gamble, ADP, Codecademy, MongoDB, and Toast. https://speero.com

Siglo Group

Siglo Group is an environmental design consultancy dedicated to linking conservation into land planning and design practices. The firm's work has contributed to land being set aside in perpetuity for conservation, the restoration of public and private properties, and the creation of sustainable land use policy.

Associate and Consultant

The University of Texas at Austin

Conservation science work for the Texas Biodiversity Center, focused on research and data modeling to assess and plan for imperiled species and natural resource conservation initiatives. See research work here https://www.researchgate.net/profile/Ben_Labay

Research Scientist - consultant

Zara Environmental LLC

Researcher

CEO at Speero | Experimentation & Research Program Leader

I'm Ben, the CEO of Speero, a global experimentation and customer experience agency that helps SaaS, Ecommerce, and Lead Gen clients grow their businesses. I have over 8 years of experience in leading and managing research and testing programs for companies like Miro, Decathlon, Proctor & Gamble, ADP, Codecademy, MongoDB, and Toast.

As an experimentation consultant and recovering research scientist/academic, I combine data and stats principles, UX and usability research, and digital marketing to create and execute evidence-based strategies that optimize customer journeys, increase conversions, and generate insights. 

You can follow me on Linkedin, Twitter @benjlabay, Researchgate @Ben_Labay, or email me at ben@speero.com.

Wow Airtable well done. The future is now with AI Experimentation Ops Systems (XOS). 

Check out these prompts in the clip here for our XOS sandbox template (watch to the end with the dashboard creation!): 

• What tests have we run on the checkout page?
• Based on insight field, what are the most successful tests we have run?
• Is there a theme to our successful tests, what approach should we take when developing new ideas?
• Add a new field to this view that provides a one sentence snapshot of the current status that should auto populate with any pipeline updates and any blockers.
• Create an interface that provides month-over-month reporting and covers all aspects of the program. 

The key to making this work, an org process to produce quality structured data. It's not sexy until it is.

Next step, we're integrating an n8n automation to have our test analysis debate club (two LLMs debating, a third LLM as judge) feed the analysis into AT. h/t Vasisth S 

Our blocker atm is that so many of our enterprise clients can't even themselves touch AI... we're not allowed to roll this out for half our client bases. 

AI orchestration and integration into workflows needs to start someplace...I see now better place than at the heart of the learning management system. From there, can connect to analytics, testing, CS, sales databases. 

Airtable AI doesn't even have to power this. We've been playing with locally hosted versions of this that do the same thing (not as slick and plug&play as AT native tho...yet). I'm sure Shawn David would help here too.

We're an enterprise service partner with Airtable, so we're heavy users, but you can do the same setup with other 'knowledge management' tools that would have relational databases. I think task and workflow management tools (e.g., Jira, Asana) are next in line with integrations. Eventually from one console (e.g., curser, lovable) a knowledge worker can use english to build, update, report across all tools?? So fun. 

This will be a big topic at EXL2025, the Austin conference in Oct. Lots of talks on AI and Ops and their connection to experimentation. 

and props to Jason Lively for pushing on this!

CEO @ Speero | Experimentation for growing SaaS, Ecommerce, Lead Gen

Boom, ungated Experimentation Operating System (XOS) dashboard -> program velocity and outcome FOCUSED:

Check it here (if you do you must comment below your thoughts!....its only fair!) https://lnkd.in/gXGTJ5bm

Dashboards can be unsexy and unused, yes. But we still must try...this one, I'd argue helps: 

• 𝗕𝗼𝗼𝘀𝘁 𝗣𝗿𝗼𝗴𝗿𝗮𝗺 𝗩𝗲𝗹𝗼𝗰𝗶𝘁𝘆: XOS helps you measure and accelerate your experimentation program's speed, tracking key metrics like ideas submitted, tests launched, and wins by month.

• 𝗗𝗲𝗺𝗼𝗰𝗿𝗮𝘁𝗶𝘇𝗲 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 & 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀: XOS systematizes customer insights and connects research to experiments, making data accessible across your business and fostering a learning culture.

• 𝗘𝗻𝘀𝘂𝗿𝗲 𝗖𝗿𝗼𝘀𝘀-𝗧𝗲𝗮𝗺 𝗔𝗹𝗶𝗴𝗻𝗺𝗲𝗻𝘁: It provides a blueprint for standardized processes and a common language for experimentation, promoting collaboration and reducing gaps between teams.

• 𝗖𝗼𝗻𝗻𝗲𝗰𝘁 𝘁𝗼 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗚𝗼𝗮𝗹𝘀: XOS links your experimentation efforts directly to overarching business objectives, ensuring your tests drive meaningful impact and support company goals.

• 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝗔𝗜 𝗳𝗼𝗿 𝗘𝗳𝗳𝗶𝗰𝗶𝗲𝗻𝗰𝘆: XOS is driven by AI to power workflows, dashboards, and learnings, helping automate and accelerate your experimentation process.

• 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺 𝗜𝘀𝗼𝗹𝗮𝘁𝗲𝗱 𝗧𝗲𝘀𝘁𝗶𝗻𝗴 𝗶𝗻𝘁𝗼 𝗦𝗰𝗮𝗹𝗮𝗯𝗹𝗲 𝗚𝗿𝗼𝘄𝘁𝗵: XOS moves organizations from "ship and hope" to an iterative, learning cycle, turning individual tests into a compounding growth system.

• 𝗚𝗮𝗶𝗻 𝗗𝗲𝗲𝗽𝗲𝗿 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱𝗶𝗻𝗴 𝗼𝗳 𝗥𝗲𝘀𝘂𝗹𝘁𝘀: The XOS dashboard provides insights into the financial impact of your experiments, including potential revenue found or saved, and helps you understand the portfolio of bets you're taking.

• 𝗙𝗮𝗰𝗶𝗹𝗶𝘁𝗮𝘁𝗲 𝗖𝗼𝗻𝘁𝗶𝗻𝘂𝗼𝘂𝘀 𝗜𝗺𝗽𝗿𝗼𝘃𝗲𝗺𝗲𝗻𝘁: XOS supports ongoing retrospectives by tracking velocity and results, allowing teams to analyze the ebb and flow of their experimentation program.

Building AI into our XOS (Experimentation Operating System) for clients. 

(Template and how-to blog post coming out soon)

We're coming in from two angles, 

1. integrating native capabilities in Airtable, we're working with them as a service partner on this. (the gif below)
2. a standalone LLM app that APIs into Airtable but also any other datasource. This makes it more flexible for federated teams especially. Can also send data into the table this way ;). This is the ultimate direction as I don't want to be locked down with a tool (Airtable), as a consultant firm we need to adapt to client stacks...as much as possible not force 'another tool' onto them. 

I'm not really wanting to get into the software biz, but the XOS is the one area I'm especially excited about. And this really isn't a new SaaS, rather a service-enabled product (for a while it would be custom setup for every application). Exciting stuff here. 

Want to explore how we can integrate AI into your experimentation workflows or adapt XOS to your team’s stack? Feel free to reach out—I’d love to chat about tailoring this to your needs

You have a testing tool, you have analytics....

but do you have an "experimentation management and analysis platform"? 

Here's my POV on how to set one up: 

(btw, no, it's not just 'Airtable' nor is it your testing tool + BigQuery)

Step 1. Benchmark the program maturity and capabilities across teams. 

- mainly needs to have A to Z questions, to identify gaps and critical drivers. (e.g., where are you now vs where you want to be...). This is the heart of usefulness of Speero's Program Maturity Benchmark Audit.
- capabilities are the key here. Esp ones that speed the flywheel of feedback and insight generation. (e.g., Leadership Buy-In, Evangelism, Collaboration, Personalization, Targeting, Strategy, Test Complexity, Tool Investment, Tracking and KPIs, Research Knowledge base, Hypothesis Generation, Prioritization Framework, Roadmapping, Quality Assurance, Pre-Test Analysis, Communication, etc., etc, etc)

Step 2. Plan against a north star for the program

- yes have your goal tree map, and Goal vs Driver vs Guardrail metrics (input/output/outcome metrics too)
- but also have a 'remit' for your org on what the experimentation program means to you and the team. Purpose & Motivation, Mission & Tenants, Mechanisms to invest in (tied to the capabilities audit above). 

Step 3. Document language (the heart of standardization)

- Nouns and verbs, types and categories... a data dictionary or semantic library for your org.
- The MVP is two columns of data, no joke. And it's what's lacking at 90% of orgs and is the 80/20 of good uses of AI btw.  
- This is the connective tissue across the teams and touchpoints and such that the testing program touches. It's what creates the leverage points for automations and AI to grab hold of. 
- This is also what Chad Sanderson won't stop talking about, for good reason. You can't align people if you don't have a shared language. 

Step 4. Standardize artifacts and rituals

- If the data language documentation are the notes, the rituals and artifacts (tools) you use are the music that you play. 
- This is the 'drumbeat' of your org. How your team finds a rhythm.
- Speero blueprints are ALL about this step 4. 
- Not all these tools and cultural practices will make it into the 'platform', but you *shouldn't* build that platform without having this figured out. 

Step 4. Standardize platform architecture

- how the data flows
- who sees what, when, and how
- what happens, when, and why
- tables, Interfaces, and Actions
- This step is the actual building of the bespoke 'platform' that is your testing program. 

Step 5. Test&Learn, with Experimentation Consultants to advise 

- Like an annual medical check, vitals being velocity and impact, and ultimately your organization's ability to adapt.  
- this is where you bring in me, Speero to check your work
- this is where you bring in consultants like Lukas Vermeer, Craig Sullivan, Iqbal Ali, Simon Jackson, Liam Furman, Roderik Koenders to check your work
- do it ;)

Product Ops perspectives are all the rage atm. It's the missing link. It's what most orgs are lacking right now.

There are new tools to try to solve this. Tools like Jira's 'Product Discovery' and Airtable's 'Product Central' and even dedicated solutions like Dotwork and Doubleloop. 

We have task management (Jira/Monday), we have wiki's and docs... but what is the tool that allows a team or program to do resource and portfolio management connected to a set of cascaded goals and org-level strategic initiatives? 

At it's simplest, it can look like the pic below here. 

"Testing Learnings," here is a program dash. Do you have a picture like this for your program/team? A perspective across the portfolio of bets that the team is doing? 

This shows a dashboard with several metrics and charts.

> Includes a summary of test results: 9 "Win," 11 "Flat," 5 "Loss," and 0 "Error". 
> displays the monthly relative potential in dollars for discovered wins, discovered saves, and the total. > > Charts showing the breakdown of test results, recommended actions (like abandon, implement, and iterate), and optimization pillars (conversion, frequency, merchandising, and spend)
> Can have charts that link to yearly/quarterly strategic goals as well.... not only the always on stuff but the bigger investments and bets. 

This isn't about a sheet of AB tests that are being worked on. It's a tactical, tangible mechanism that represents and aligns strategy (activities) and outcomes(!) for a team. Boom. It's what helps make a team accountable but also not stuck in an optimization rut.

If enterprise is ever to get good use out of AI, then context is king. 

Data can't live in decks and docs. 

In a post by Speero strat Gertrud Vahtra, she shares how to build a research system that:

1. Centralizes (& Databases) Insights

The first step is to centralize insights into a single repository, which creates a searchable library of insights that can be used to generate test ideas. Use an "𝗮𝘁𝗼𝗺𝗶𝗰 𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵" approach, which breaks down research into three connected parts: 𝗼𝗯𝘀𝗲𝗿𝘃𝗮𝘁𝗶𝗼𝗻𝘀, 𝗶𝗻𝘀𝗶𝗴𝗵𝘁𝘀, and 𝗮𝗰𝘁𝗶𝗼𝗻𝘀.

2. Synthesizes Insights by Theme

The second step is to synthesize insights by theme using 𝘁𝗵𝗲𝗺𝗮𝘁𝗶𝗰 𝗮𝗻𝗮𝗹𝘆𝘀𝗶𝘀. This involves clustering findings into recurring themes, which helps teams identify major user pain points and prioritize them for testing.

3. Turns Themes into Test Roadmaps

The third step is to turn themes into test ideas using a structured format. Use a "𝗣𝗿𝗼𝗯𝗹𝗲𝗺-𝗛𝘆𝗽𝗼𝘁𝗵𝗲𝘀𝗶𝘀-𝗠𝗲𝘁𝗿𝗶𝗰" 𝗳𝗿𝗮𝗺𝗲𝘄𝗼𝗿𝗸 to create a clear and testable hypothesis for each experiment. 

4. Helps Make Research a Habit

The fourth step is to make research a habit by embedding it into the team's rituals. This includes including a research link in every test brief, reviewing research insights in test planning meetings, and standardizing the research request process.

Read the full post here: 𝗵𝘁𝘁𝗽𝘀://𝘀𝗽𝗲𝗲𝗿𝗼.𝗰𝗼𝗺/𝗽𝗼𝘀𝘁/𝗵𝗼𝘄-𝘁𝗼-𝗯𝘂𝗶𝗹𝗱-𝗮-𝗿𝗲𝘀𝗲𝗮𝗿𝗰𝗵-𝘀𝘆𝘀𝘁𝗲𝗺-𝘁𝗵𝗮𝘁-𝗮𝗰𝘁𝘂𝗮𝗹𝗹𝘆-𝗱𝗿𝗶𝘃𝗲𝘀-𝘁𝗲𝘀𝘁𝘀

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David Mannheim

Ben Labay

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The Battle

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Ben Labay

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Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}David Mannheim's LinkedIn Performance

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