Customer Experience - Should I Experiment?

At Amazon we really wanted to optimize for speed. We typically had a mantra of trying to get the scrappiest solution out so that we could start collecting customer feedback. Until you launch that experiment and start seeing an Iraq with your hypothesis and forward looking new feature, you don't really know. Loyalty programs have been around forever. And I would say there's been a ton of movement in the retail space in terms of either relaunching adding tweaking loyalty programs. There's two actually I've been really impressed with lately.