Human First.
AI that follows.
I spent over a decade running experimentation programmes, learning how people actually behave when you put something new in front of them. That's not an AI skill. Except it turns out it's the most important one. Organisations don't struggle with AI because the technology is hard. They struggle because they skip the human part, understanding how people will react, adopt, resist, and adapt. That's the gap I fill.
What experimentation teaches you
(that AI programmes desperately need)
Running experimentation programmes doesn't just teach you how to set up A/B tests. It builds the disciplines needed for human-centred AI strategies.
Speaking everyone's language. Experimentation sits at the intersection of engineering, design, analytics, and commercial strategy. So does AI. The skill is the same: translating between them.
Thinking in systems, not features. AI doesn't fail one tool at a time. It fails when the pieces don't connect data, decisions, and the humans in the centre.
Knowing what "working" actually looks like. Experimentation taught me to define success before building anything. Most AI initiatives can't tell the difference between a good demo and genuine value.
Everyone’s got AI.
And most are getting the same underwhelming results, not because the technology doesn't work, but because it does exactly what you tell it to, and most teams don't know what to tell it. The difference comes from understanding the problem well enough to ask the right question, putting guardrails around the answer so it's actually useful, and learning from what comes back so it gets better every time. That's not a technology skill, it's a human one. And it's the piece most AI projects skip.
"Steve understood what we were actually trying to do before he touched any technology. He laid out the problem, built a solution with AI, and put the rails in place so we stayed in control."
Experimentation & Product Management
Experimentation and product management are a powerful combination in creating customer-centred products that deliver successful outcomes. Experimentation helps identify customer needs and preferences by testing different approaches on samples of the target customers, which leads to more informed product development decisions.
Product Management then translates the customer insights into experiences that can help drive growth. By combining experimentation with product management, we can create products that customers love while also driving business success.
Chat GPSte
I've reimagined what it means to have a professional presence by building ChatGPSte, a generative AI chatbot trained entirely on my experience. Rather than presenting a traditional CV, I've created a digital character you can actually have a conversation with. Ask it about my methodology, specific projects, or the thinking behind my decisions. It's a new way of understanding who I am and what I've done.
Skills
Rounded skills
Over the years I have worked on combining digital skills focusing on insight, UX, design and iterative delivery. This skill mix enables me to help organisations implement change based and deliver results.
I’ve been lucky enough to produce work for Alfa Romeo, Visa, Toyota and Farrow & Ball. Each time using the mix of data, UX and business objectives to drive growth.
From the blog
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Why ditching heavy processes can boost creative problem solving
In today's fast-paced, ever-evolving world, creativity is more important than ever. But what if the very processes we rely on to solve problems are actually holding us back? In this blog post, we'll explore the idea that heavy processes may hinder teams working on creative problems and discuss a more flexible alternative: frameworks.
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The intersection of conversion rate optimization and Product Management: How to drive sustainable growth
Product management and Conversion Rate Optimisation are often spoken about separately, but in reality, they are closely intertwined.
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How experimentation transformed our team's way of working
When it comes to improving the efficiency of our internal processes and workflows, we often overlook the opportunity to apply experimentation principles. In this post, I will share how our team used experimentation to test new ways of working, gaining valuable feedback and learnings that ultimately made us more efficient and effective.
See more from the blog
Lets connect
Say hello on Linked in, and we can connect.