Architects of the Digital Future

Kings Place, London, UK

Bringing together organizations who are reimagining the digital world around us, Opticon creates opportunities to learn from and network with leaders in digital experimentation. Opticon is the number one conference hosted by Optimizely that pushes the boundaries of digital experience optimization.

Discover how experimentation helps digital-native organizations to disrupt entire industries and allows traditional enterprises to go through their digital transformation.

Register now and learn to navigate the digital future at Opticon Europe.


Time Session
8:30 - 9:30 Registration
9:30 - 11:00
Hall 1
Welcome Keynote: Architects of the Digital Future

Join the Optimizely executive team and business leaders from MoneySuperMarket, PVH Corp., and Sky to learn how Architects of the Digital Future are using experimentation to transform their companies and industries. During the session, Optimizely will showcase new innovations that will enable individuals and organizations to deliver amazing experiences for their customers and unlock breakthrough value for their businesses.

Optimizely executive speakers: Jay Larson, David Schwarzbach, Claire Vo, Jon Noronha

Customer speakers: Manish Gajria - MoneySuperMarket, Mali James - PVH Corp., Abdul Mullick - Sky

11:00 - 11:20 Break
11:20 - 12:05
Hall 1
Track 1  |  Experimenting Your Way to Digital Transformation

At Sky, experimentation is a fundamental ingredient to giving customers a great experience. In this session, you will learn what digital transformation looks like at Sky, what it means to us and how we are building a culture of experimentation to put customers at the very heart of this journey. We’ll even give you a peak under the bonnet of how we run our experimentation program from ideation to realization.

Speakers: Abdul Mullick and Simon Elsworth - Sky

11:20 - 12:05
Hall 2
Track 2  |  Avoiding Common Mistakes in Experiment Design

Digital experimentation allows organizations to test ideas and reach new levels of growth. However, some are more successful experimenters than others. Bhav will take the audience through a crash course in statistics and speak about what makes and breaks an experiment. He will share how this helps to avoid improper experiment design, incorrect KPI's, human error, and an impact of personal biases on experiments.

Speaker: Bhavik Patel - MOO

11:20 - 12:05
St Pancras
Track 3  |  Growing into an Experimentation Company

Growing an experimentation program by 243% requires great ideas and an equally great strategy. With the experimentation program being in its 6th year, experimentation at now goes way beyond simple A/B testing. The teams are testing anything from messaging, to new business models and performance. During this session, Sophia and Timo will share their story, experiments, learnings, and vision for the future.

Speakers: Timo Bolse and Sophia Strohmeier - (eBay Classifieds Group)

12:10 - 12:55
Hall 1
Track 1  |  Customer Panel: Advice from Architects of the Digital Future

Join the customer panel with optimizers and experimenters from digital and traditional companies to learn what these companies have in common and how they experiment. Hear how Secret Escapes and Hello Fresh built experimentation into their business and how experimentation is changing the digital business of a global publisher with a history reaching back to 1842.

Speakers: Jens Beneke - Springer Nature, Patrick Giordani - Hello Fresh, James McDiarmid - Unicef UK, Marianna O'Hagan - Secret Escapes

12:10 - 12:55
Hall 2
Track 2  |  Introduction to Experimenting in Product Development

The way that software is developed has changed. Twenty years ago, software was shipped in a box, once every three years. Today, industry leading software companies maintain countless versions of their product simultaneously. For them each software release is an opportunity to collect user feedback. To systematically test and validate new features and algorithms, their product development teams run thousands of product experiments. In this talk, we explore the ways in which the Optimizely product team leverages experimentation to drive their product development process, from initial roadmap idea through post-launch promotion. In doing so, we discuss how your organization can incorporate experimentation into every step of your product lifecycle.

Speaker: Jamie Connolly - Optimizely

13:00 - 14:00 Lunch
14:00 - 14:45
Hall 1
Track 1  |  The Journey from A/B Testing to a Culture of Experimentation

RedEye Optimisation has been at the forefront of optimisation services for years and was the first to partner with Optimizely in EMEA. Having worked with clients on thousands of experiments, RedEye has the insight into what it takes to embed a culture of experimentation within an organisation. Andrew Furlong will showcase how some of RedEye's most forward-thinking clients are driving change at an organisational level to embed a culture of experimentation and to unlock their customer experience.

Speaker: Andrew Furlong - RedEye Optimisation

14:00 - 14:45
Hall 2
Track 2  |  Fueling Experimentation with a Real-Time Universal Data Set

When it comes to your experimentation program, you’re only as reliable as your data. Siloed and fragmented customer data impacts the user experience and internal operations. Leveraging the most comprehensive visitor and event-level data will help you to build better user experiences and create highly targeted experiments. Join Tealium to learn how their customers follow a repeatable process to combine and enrich online and offline data. This process is utilised for both anonymous and known visitors to deliver consistent cross-device experiences.

Speaker: Simon Taylor - Tealium

14:00 - 14:45
St Pancras
Track 3  |  How to Build Better Products by Focusing on the Why

Building the right products for the right customers is much harder than it has to be. Traditional product development processes help build an initial product and constant testing and learning can provide the data to make better decisions—but how do you know if you’re trying to solve the right problem? Justin will show why spending more time defining and prioritizing the problem your product is solving leads to better products.

Speaker: Justin Dilley - FullStory

14:50 - 15:30
Hall 1
Optimizing the Optimizers: Lessons Learned From Thousands of Experimentation Programs

As the world’s largest digital laboratory, Optimizely is in the unique position to research the best-in-class experimentation programs. Optimizely has been collaborating on research with Professor Stefan Thomke at Harvard Business School, exploring how companies practice experimentation and what behaviors lead to improved experimentation outcomes. Hazjier Pourkhalkhali will share some of the insights from these types of research, providing eye-opening insights into how companies can build a world-class experimentation and optimization program.

Speaker: Hazjier Pourkhalkhali - Optimizely

15:30 - 15:45 Break
15:45 - 16:45
Hall 1
Closing Keynote: Rory Sutherland

A good customer experience is key to customer retention and loyalty both online and offline. The best experience is not necessarily the most obvious or logical though. Simple changes can have a high impact, while big expensive projects do not guarantee success. To a lot of complex problems, there are often simple solutions, once you look at the problem from a different angle. Join Rory Sutherland as he explains why paying attention to detail and using psychological insights to solve problems often leads to higher customer satisfaction and better conversion rates.

Speaker: Rory Sutherland - Ogilvy Group

16:45 - 18:00 Networking Drinks

Keynote Speakers

Rory Sutherland

Ogilvy Group

Rory Sutherland is a charismatic speaker whose understanding of the possibilities of digital technology provides insight into advertising in the age of the Internet and social media.

Manish Gajria


Manish experienced and drove experimentation-led product development at and Expedia for over 7 years and now leads the product team at MoneySuperMarket. He focusses on product optimisation and brings the team’s organisational culture in line with modern digital businesses.

Mali James

PVH Corp

Ever since creating her very first website in 1995, Mali has been properly hooked on the internet. Fast forward to today, she now actively shapes usable and effective online customer experiences as the User Experience and CRO Lead for global fashion brands Tommy Hilfiger and Calvin Klein at PVH Corp.

Abdul Mullick


After graduating from Oxford, Abdul began his career in sales. Following a number of operational and change management roles, he is now Head of Digital Transformation for Sky UK where experimentation is used increasingly to help create brilliant customer experiences.


Please note that Opticon Europe is full and that we can no longer accept registrations. Should you have any questions please contact us at


Kings Place

90 York Way, London N1 9AG, UK