Jonny Longden

Digital Experience Director | Helping you put experimentation at the heart of your business | Top Experimentation Influencer

My career has been driven by a singular obsession: fundamentally changing the way the business world makes growth and innovation decisions. For nearly two decades, I've forged a unique path using data and experimentation to ignite digital innovation and elevate customer experience.

While the term 'experimentation' has gained traction, I've observed a profound disconnect in its application. Too often, it's relegated to superficial A/B testing or seen as a tactical tweak, failing to deliver its true potential as a strategic driver of growth. This narrow focus leads to siloed learning, unquantifiable investment, and continued reliance on opinion and guesswork for critical business decisions.

This is why I champion Experimentation-Led Growth (ELG). At its core, ELG is about moving beyond mere 'optimisation' to build robust, evidence-driven operating systems for sustained business impact. It's about empowering organisations to de-risk ambitious innovation, accelerate learning velocity, and generate compounding commercial outcomes. My work focuses on integrating Growth Experimentation Systems & Engineering – connecting the strategic vision, the operational infrastructure, and the customer insights to ensure every investment drives tangible, measurable progress.

My unique blend of agency, client-side, and management consultancy experience at senior levels has equipped me with a holistic view of the digital landscape. From leading product analytics for Visa Checkout and building high-impact product discovery teams at Sky, to owning the P&L for front-end Digital Product at Boohoo Group, as well as scaling a digital experience consultancy from scratch, I've consistently applied an experimentation mindset to unlock significant commercial value.

I partner with visionary leaders – VPs of Growth, Product Directors, Digital Directors, and C-suite executives – who are determined to move past the limitations of traditional approaches. If you're looking to transform how your teams learn, ship, and grow; if you're seeking to embed genuine evidence-based decision-making across your organisation; or if you want to unlock step-change velocity and impact from your digital investments, let's connect. I'm keen to share insights and explore how a Growth Experimentation approach can redefine your trajectory.

Contact me at jonny@speero.com or +44 777 909 6222 to find out how we can help you grow.

Director, Digital Experience Services

90% of all changes made to websites are based on opinion and are a waste of time and money because…

It is impossible to know 1000s of customers
Your opinion is deeply biased
You can’t rationalise the irrational

Regardless of the size of your business, the answer is to put data and experimentation at the heart of your development operations. 

We help you do that. 

We take the guesswork out of decision making and provide consultancy and training, systems and frameworks, and experimentation agency services to help you reach your full growth potential.

Email me to learn how to put experimentation at the heart of your business: jonny@journeyfurther.com
Subscribe to my newsletter: jonnylongden.com/newsletter

The hot topic in our industry right now is Agentic Synthetic Testing.

Imagine this: You upload two designs. The system spins up 100,000 AI agents. It gives each one a backstory: "You are a 54-year-old from France, low digital literacy, poor eyesight, looking for a bargain." It runs the simulation. It tells you Version B won. It takes 5 minutes.

No traffic needed. No waiting. Instant statistical significance.

This technology is incredible. It is coming. And it will be valuable 𝗮𝘀 𝗹𝗼𝗻𝗴 𝗮𝘀 𝘆𝗼𝘂 𝘂𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝘄𝗵𝗮𝘁 𝗶𝘁 𝗿𝗲𝗮𝗹𝗹𝘆 𝗶𝘀.

If you treat this as "proof," you are making a mistake.

An AI model is a probability engine trained on what has already happened. It aggregates the "average" of the entire internet. When you test with synthetic users, you aren't testing reality - you are testing against a massive database of heuristics and best practices on steroids.

You are optimizing for the average. You are engineering mediocrity.

Use it for speed: Use it to squash bugs, check accessibility, or filter out terrible ideas before they launch. Use it if you don't have the volume of traffic to do real tests. 

Don't use it for truth: It cannot predict the irrational, messy, emotional behavior of a real human being reacting to a new market condition or a brand new innovation.

Synthetic testing is a map. It is not the territory. By all means, use the map. But don't forget to look out the window at the real world occasionally.

#experimentation #growth #experimentationledgrowth #growthexperimentation #ai #generativeai #productivity

Chief Growth Officer @ Speero | Growth Experimentation Systems & Engineering | Product & Digital Innovation Leader

Northwestern Mutual

• Implementing structure and process around optimization/experimentation and personalization.
• Establishing roles & responsibilities and maximizing the efficiency of engineering output by acting as a liaison between business requests and technical capabilities.
• Activating personalization use cases through audience segmentation using analytics, a Customer Data Platform (CDP), and cross-platform data mapping.
• Driving data-informed decision making and streamlining the end-to-end execution process of experimentation/personalization resulting in tripling the previous year's output.

Asst. Director Experimentation and Personalization

Caterpillar Inc.

•	Founded an AB/ABn/MVT testing discipline and strategy by creating a Lean driven idea-to-implementation testing process flow, defining key roles and responsibilities across divisions, and driving change management towards a testing culture which is sustaining and continuously improving for 2+ years.
•	Ran 100+ testing optimizations generating 12 million+ total sessions tested since 2020 leading to 30+ improvements ranging in modeled improvement rates between 14% to 369%.
•	Established a data analytics/ data visualization approach that enables deeper level actionable insights at both a micro and macro level enabling 20+ deep-level report outs and 160+ actional insights. 
•	Launched the roll out of one-to-one personalizations, utilizing AB testing data and insights to establish the approach and design of personalizations, and directly facilitating the content, design, and decision-making guidance between stakeholders for 2+ use cases.
•	Adapted our optimization approach using creative problem solving to reduce test activation lead time by 80% and saving 24+ sprint points since launch that developers are able to reinvest elsewhere.

AB Testing. Digital CX Optimization. Digital Marketing.

• Led the roll out of an enterprise-wide Lean Methodology initiative by using project planning, journalism, technical writing, videography, and web design to reach 82% of the target audience within in the first year of launch
• Digitalized communications to better track customer behavior and engagement, which has led to the development of a tool that drives data-driven and fact-based decision making 
• Resolved key process gaps by developing an intranet platform that streamlines communications and digitizes behavioral trends to increase reach and engagement by more than 500%
• Managed a project team for the implementation of BIQ process improvements within HR
• Crafted and executing a communications strategy to help manage a facility closure by maintaining a constant stream of transparent information to more than 2,500 employees

Digitalization. Project Management. Culture of Change.

• Assisted in originating an external podcast series that highlights Executive Officer interviews by utilizing audio engineering and knowledge of SoundCloud, iTunes, GooglePlay Store, and internal vehicles, which resulted in 15,919 plays during the first quarter of launch
• Directed a video series shared with congress, lobbyist, and external audiences to gain support for the Trans-Pacific Partnership Trade Agreement, which obtained 8,674 plays 
• Headed Asia Pacific Town Hall in India by partnering with leadership and local teams to execute a successful event totaling an attendance of more than 15,000 employees
• Composed strategic Executive Office and CEO messaging; reaching more than 70,000 global employees

International EO Support. Videos. Podcasts. Content Founder.

• Designed a division intranet site and content strategy; trained seven global employees on website maintenance while guiding the site’s implementation
• Facilitated the communication strategy for workforce reduction plans including Vice President, employee, and leader communications
• Published weekly internal communications to more than 8,000 global employees resulting in a 20% increase of employee engagement

Web Migration. Impactful Messaging. Streamlined Processes.

L91 Entertainment

•	Founded a company that streamlines event logistics and manages weddings, event promotions and DJ entertainment 
•	Established a website that translates complex event logistics into an easy three-step process which resulted in an increase of 45% more clients
•	Rebranded a social Dj Business into a professional entertainment business by utilizing graphic design skills, SEO and a go-to-market planning resulting in a 30% increase in annual earnings.
•	Streamlined the logistics, operations and budget of a New Year’s Eve event which resulted in a revenue that was triple the projected earnings

President and Owner

MarTech | Optimization I A/B + MVT Testing | Personalization | Data Analytics | Storytelling | CRO + CXO | CDP

My passion is in translating complexities and launching new concepts/products while focusing on clarity and detail by utilizing creativity, data analytics, and an Agile approach.

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