AB Tasty's VP Marketing Marylin Montoya sits down with Lukas Vermeer of Vista, a design and marketing company. When it comes to kickstarting experimentation within an organization, Lukas Vermeer recommends starting small and (keeping it) simple.

Lukas Vermeer, an expert in fostering a culture of experimentation, shares insights on cultivating innovation within organizations. He emphasizes that experimentation is a journey requiring time and commitment, not an overnight fix. The importance of cross-functional teams in breaking down silos is highlighted, along with the necessity of leadership buy-in to secure resources and support. Lukas also discusses the vital role of organizational processes in facilitating collaboration and encourages embracing the challenges that come with change.

Lukas Vermeer, Director of Experimentation at Booking.com, discusses how Booking.com uses experimentation to build travel digital products. Topics include organization structure, types of experiments to run, integrating experimentation and user research, metrics to use, and the value of purposeful friction in user experience design.