Experimentation island

Welcome to #Ei2026A retreat where curious minds collaborate, compete, and create changeFebruary 24/25/26 - St. Simons Island, GA | all-inclusive learning + connections

This is not just another conference. It is an intentional retreat for mid-to-senior professionals in growth, product, data, and experimentation who are ready to reset their mindset, deepen cross-disciplinary collaboration & return with actionable clarity._{Watch the summary video of our inaugural edition (February 2025):}

#Ei2026 is:

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"By far the best conference I’ve ever attended in the states. Being ‘on an island’ was perfect; there’s as much together-time as you want, to learn from each other and build relationships. 10/10 recommend!"Paula, Sr Director Research & Experimentation
^{Testimonial from our event in February 2025}

This event is organized by the Test & Learn Community, and this second year edition will take place again on the beautiful shores of St. Simons Island, GA.

Last year, #Ei2025 received a +83 NPS, and a 9.5 (out of 10) user experience score.

World-class conversations: 1/8 single-track keynotes, 1/8 attendee-run breakout sessions, and 3/4 networking designed to move you beyond test execution into growth leadership, culture-building, decision science, and strategic use of AI in growth.

Community & scale: A highly curated community limited to 150 mid-to-senior professionals, intentionally balanced across disciplines, creating space for meaningful connections and shared growth.

A unique setting: Memorable evenings and informal gatherings in a serene setting: all meals, accommodations, and activities are included, so you can focus on learning, connections, and growth.

Why come to #Ei2026?

Learn from notable thinkers, co-create with peers across roles, and return with the inspiration and interpersonal insights to grow your role, team, and experimentation impact. Designed for seasoned practitioners and emerging leaders alike.

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"#Ei2025 was unlike any other conference I've attended, but its unique format helped me make so many connections with folks with all different kinds of backgrounds and perspectives."Denise, UX Lead
^{Testimonial from our event in February 2025}

Our #Ei2026 performers

#Ei2026 will have 9 single-track keynotes, 30 (unconference) break-out sessions, and 2 fun evenings. More performers will be announced closer to the event.
Our keynote speakers will cover topics like experimentation leadership, culture-building, decision science, and strategic use of AI in growth.

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"At most conferences, you hope for one good lesson. At Experimentation island, there were strong takeaways from each session that you could apply immediately. I'm going back better at my job and with a new network to reach out to. I can't wait until next year."Lisa, Manager Optimization
^{Testimonial from our event in February 2025}

Our #Ei2026 schedule

> Hello: Tuesday, February 24, 2026 (1 pm Eastern Time – hotel check-in starts)> Goodbye: Thursday, February 26, 2026 (1 pm Eastern Time – event ends)

During the registration you will be offered our optional shuttle service from Jacksonville international airport on Tuesday (11:30 am) and back on Thursday (arrival 3:30 pm).

The 48-hour core experience includes 8 hours of content and 24 hours of genuine connection over great food, drinks, and fun with your fellow #Ei2026 attendees.

* Day 1: Check-in > snacks > welcome > keynotes > dinner > unconference > bar;* Day 2: Breakfast > keynotes > lunch > unconference > dinner > gamenight > music;* Day 3: Breakfast & Check-out > keynotes > thank you > lunch bags.

Tuesday - February 24, 2026

Wednesday - February 25, 2026

Thursday - February 26, 2026

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"Experimentation island is the future of industry conferences. The format is all about building and renewing connections, which is where the value is for any event. If you want to dive headfirst into the experimentation community I heartily recommend it!"Alun, Managing Director
^{Testimonial from our event in February 2025}

Our #Ei2026 tickets

Join an all-inclusive, retreat-style experience for up to ~150 mid-to-senior professionals. We have a limit of 3 tickets per organization to maintain diversity.

^{* Prices include full access, your hotel room, all meals and drinks, but exclude 3% processing fees.}

Time until ticket sales ends (unless sold out ealier):

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"This conference was something different our industry has been needing. The conversations and brainstorming …is something I won’t forget and will use so much of what I learned in growing myself and my career."Ashley, Sr. Product Designer
^{Testimonial from our event in February 2025}

Our #Ei2026 location

Our handpicked & fully booked event location is on an island in GA, US: Sea Palms.
Address: 515 N Windward Dr, St Simons Island, GA 31522, United States.

When you are booking extra nights before or after the event directly at Sea Palms, please let us know, so we can try to keep you in the same hotel room at the event.

During the registration you will be offered our optional shuttle service from Jacksonville airport on Tuesday (11:30 am) and back on Thursday (arrival 3:30 pm).

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"Experimentation island was a blast. It was super fun to reconnect with so many wonderful people as well as make new connections and go deep on memorable conversations. The conference strikes a perfect balance between professional keynotes while enabling lots of space and time for open-ended, informal and friendly conversations."Jakub, Founder
^{Testimonial from our event in February 2025}

Our #Ei2026 FAQ

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"When they say it's the can't-miss experimentation and optimization event of the year, they truly mean it! I heard many good things about the European event that started this here in the states, so I was both excited and skeptical if it could be reproduced here. Absolutely nailed it. I wouldn't choose another event after seeing what Ton and Kelly have achieved in the first edition."Alex, Senior Conversion Specialist
^{Testimonial from our event in February 2025}

Become a #Ei2026 partner!

The organizer of the event is Kelly Wortham of the Test & Learn Community, known for the TLC Slack. The event is hosted by Ton Wesseling, founder of Conversion Hotel.

Experimentation island has Event, Community, and Media partners. They all will be promoted in our communications. Together with inhouse experts we are the industry.-> Event partners (vendors) run a 8 minute content snack (no sales pitch) at the main stage, they also have a small booth, where the will host a game for our attendees.-> Community partners (agencies) join one of our break-out panel discussions, promote the event in their network, and buy bundled tickets for their clients.
-> Media partners (publishers) promote the event in their network, and have the ability to sell tickets at a discounted pricing.

>> Reach out if you want to become a partner!

Event partners:

Community partners:

#Ei2025 app download

Please use your mobile phone and scroll down to get to the app download links.
_{* can only be used by #Ei2025 attendees}

Use the #Ei2025 event app to:

• Back to the #Ei2026 homepage

Break-out Sessions
Attendees become Speakers
^{Panels & Unconference Sessions}

6 panels and 24 discussion sessions

Our break-out sessions are where attendees become speakers, and speakers become attendees. We have 5 different locations at the Sea Pams Resort for break-out sessions.

Time-slots are scheduled on Tuesday evening after dinner and Wednesday after lunch. Some rooms will be with scheduled content, and others will be unscheduled. Some rooms have a fixed format, and some rooms don’t. Time to participate or take the lead by putting your session up at the unconference board, once it opens at dinner on Tuesday or at lunch on Wednesday.

Yes, that’s 30 deep dive sessions; enjoy!

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Keynote Speaker Competition
Attendees become Speakers
^{Coached by Michael Aagaard}

NEW: Keynote Speaker Competition
Competitive Collaboration in action!

The speaker competition gives less experienced or underrepresented speakers the opportunity to gain coaching from Michael Aagaard. Selected entrants will be guided step by step to build and deliver a presentation for the #Ei2026 stage.

How to apply
You can apply for the speaker competition when you register for your #Ei2026 ticket. The final chance to apply is December 10, 2025. Applicants will be asked to submit a short video pitch by December 15, 2025. Winners will be selected at the end of 2025, and coaching with Michael Aagaard begins in January. Finalists will then take the main stage at Experimentation island.

Why it matters
This is Cooperative Competition in action. Attendees submit pitches and compete for selection, then collaborate closely with Michael to refine their talks. The process reflects the retreat environment: supportive, hands-on, and designed to help participants grow in confidence, develop their voice, and contribute fresh perspectives to the community.

Speakers who began on the competition stage have gone on to present at major conferences around the world. This is your chance to take the same journey and be part of the next wave of experimentation leaders.

Speaker competition guided by Michael Aagaard

This year’s speakers will be guided by world-class CRO speaker and speaker coach Michael Aagaard. Michael will coach the candidates on their presentation storyline. A great opportunity for an amazing learning journey. Join the stage!

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Keynote: Ciara Adkins
Principal Solutions Architect
^{Chief Innovation Officer @ moonbird AI}

A framework for strategic AI implementation

When organizations feel pressure to adopt generative AI, many try to jump straight from early-stage data processes to organization-wide implementation. In this talk, Ciara introduces a framework grounded in the DIKW (Data, Information, Knowledge, Wisdom) pyramid to help teams assess readiness and build an implementation roadmap based on actual organizational maturity. Attendees will learn how to identify where their organization sits on the pyramid and what foundational work is needed before AI can deliver real value.

Keynote speaker competition winner

Ciara won this keynote spot as an attendee of the event by applying for our #Ei2026 Keynote Speaker Competition when they registered their ticket. They followed up by submitting their pitch video, and based on this, they got selected as one of three keynote slot winners. As part of the winner experience, they get training from speaker coach Michael Aagaard to fine-tune their storytelling and delivery of their talk.

Beyond their work in AI, Ciara is also a musician, performing under the name Ci Majr. Their most popular song, “Wiggle Room,” has nearly 3 million streams on Spotify, and they will be bringing that creative energy to #Ei2026 as our karaoke night DJ!

Ciara, thank you for putting yourself forward. We can't wait to learn from you.

Kelly Wortham
^{Head of Experimentation island}

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Keynote: Mary Weatherburn
Optimization Leader
^{Director Marketing & Optimization @ Zurich Insurance}

Quality vs Quantity: The rigor crisis in modern experimentation

Experimentation is accelerating across industries, but many teams are feeling the pressure to move fast, ship more tests, and prove impact. The problem is that speed often comes at a cost. Poor experimental design, weak governance, and rushed interpretation can quietly erode trust, leading teams to make confident decisions based on shaky evidence.

In this keynote, Mary makes the case for a return to rigor. She shares what it takes to build experimentation programs that scale without sacrificing quality, and how teams can balance velocity with analytical precision. This session is especially valuable for leaders who want to build strong testing habits across teams, raise the standard for decision-making, and avoid the “dumb mistakes” that happen when rigor slips without anyone realizing it.

Keynote speaker competition winner

Mary won this keynote spot as an attendee of the event by applying for our #Ei2026 Keynote Speaker Competition when she registered her ticket. She followed up by submitting her pitch video, and based on this, she got selected as one of three keynote slot winners. As part of the winner experience, she gets training from speaker coach Michael Aagaard to fine-tune her storytelling and delivery of her talk.

Mary brings a global perspective from leading optimization teams across North America and APAC, and she is known for rigorous methodology, clear storytelling, and helping organizations move fast without losing analytical precision.

Mary, thank you for putting yourself forward. We can't wait to learn from you.

Kelly Wortham
^{Head of Experimentation island}

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Keynote: Yonathan Ayenew
Growth Strategist
^{Partner & COO @ GrowthHit}

Death to boring brands

In a world where AI is increasingly guiding consumer choices, differentiation matters more than ever. When customers ask AI for Brand X, it will not recommend Brand Y unless Brand Y has built something memorable and distinct. That is the power of a strong brand.

In this keynote, Yonathan shares what he has learned from years of building and optimizing brands through experimentation, analytics, and conversion work. Expect a science-backed, data-driven approach to brand growth with real examples of how strong positioning and smart experimentation can work together to drive performance. This is not theory or fluff. It is practical insight for teams who want to create brands that customers remember and choose.

Keynote speaker competition winner

Yonathan won this keynote spot as an attendee of the event by applying for our #Ei2026 Keynote Speaker Competition when he registered her ticket. He followed up by submitting his pitch video, and based on this, he got selected as one of three keynote slot winners. As part of the winner experience, he gets training from speaker coach Michael Aagaard to fine-tune his storytelling and delivery of his talk.

Yonathan describes himself as a bon vivant and systems nerd, which fits right in with the Experimentation island crowd, and we are glad to welcome him to the Ei stage.

Yonathan, thank you for putting yourself forward. We can't wait to learn from you.

Kelly Wortham
^{Head of Experimentation island}

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Keynote: Line-Ariel (L.A) Bretous
Behavioral Scientist
^{Strategy & CX Consultant @ 1Lab}

At The Conference known as Experimentation island, we’re drawn to people who bring both intellect and heart to the stage. People who remind us that behind every data point is a decision, a feeling, a human being. This year’s theme, Cooperative Competition, is about raising the standard together, and L.A Bretous embodies that spirit completely.

L.A is a behavioral scientist who connects psychology, experimentation, and design to uncover what truly drives behavior. She helps teams understand why people act the way they do and how to create environments that inspire positive, lasting change. Her background spans financial services, behavioral design, and human-centered research, with experience at JPMorgan, American Express, and Edward Jones. Through every role, she has found one consistent truth: when you understand why people do what they do, you can design experiences that truly work for them.

A graduate of the University of Pennsylvania’s Master’s program in Behavioral and Decision Sciences, L.A blends academic rigor with real-world impact. She has redesigned choice environments to reduce friction, created reward systems that inspire action, and partnered with organizations to help people make better decisions for themselves and for others.

If you were with us at the inaugural Experimentation island last year, you already know that L.A doesn’t just attend conferences. She elevates them. Her insights sparked conversations in every breakout, her curiosity brought people together, and her warmth made a lasting impression on everyone she met. And then there was the karaoke night. I wasn’t quite prepared for that powerhouse voice, but I’ll admit it, she absolutely blew me away. When we began planning #Ei2026 and knew we needed a speaker who could bring behavioral psychology to life, she was the first person who came to mind.

Line-Ariel's introduction song by Josh Silverbauer

Where psychology meets experimentation

At #Ei2026, L.A will explore the meeting point between psychology and experimentation, where data meets decision-making and science meets storytelling. She will show how understanding human behavior helps teams uncover new opportunities, shape smarter hypotheses, and design experiments that truly matter.

Her talk is a reminder that the best experimentation programs don’t start with data. They start with people.

Join us at #Ei2026 to hear Line-Ariel (L.A) Bretous share her perspective on what truly drives growth. We’re thrilled to welcome her back to the island. (And who knows, maybe we’ll convince her to sing again, too. ;) )

Kelly Wortham
^{Head of Experimentation island}

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Keynote: Lukas Vermeer
Experimentation Educator
^{Senior Director of Personalization @ Vista}

At The Conference known as Experimentation island, we look for speakers who raise the standard for experimentation. The ones who help teams learn faster, make better decisions, and build practices that last. This year’s theme, Cooperative Competition, is about doing exactly that: leveling up together by sharing knowledge, language, and better ways of working.

That is why Lukas Vermeer belongs on the #Ei2026 stage.

Lukas is one of the most influential educators in the experimentation world. He has spent years teaching organizations how to design, scale, and sustain experimentation, not just through speaking and consulting, but through frameworks and writing that many teams now use as their foundation. His work bridges real-world practice and academic rigor, and his publications have helped shape how the industry thinks about experimentation culture, scaling, and reliability.

Earlier in his career, Lukas led A/B testing at Booking.com and grew their experimentation team from four to thirty people, but what makes Lukas truly special is what he has done since: helping teams everywhere build experimentation into how they operate, and giving practitioners the tools to defend quality as programs grow.

Storytelling as a framework for better experimentation

As experimentation spreads across more teams, it becomes harder to explain why rigor matters without sounding preachy or overly technical. Lukas takes a different approach: storytelling. Drawing from a collection of “Statistical Stories” he has gathered over years of teaching and practice, he will share memorable narratives that make complex experimentation concepts easier to understand, repeat, and apply. The result is shared language teams can use to align on good decision-making, push back when needed, and protect the quality of experimentation as programs scale.

And if you have ever had the chance to spend time with Lukas, you know he is not just brilliant. He is deeply generous. He is the kind of person who will answer your question thoughtfully, offer to review your approach, and help you get unstuck, simply because he wants the field to be better. He is also the first to offer to pick up visiting friends from the airport in Amsterdam, and somehow that always turns into a long walk, a great conversation, and a new perspective on life, a beautiful view of windmills, or even snow. IFKYK.

Join us at #Ei2026 as Lukas helps us raise the standard together, and thank you, Lukas, for bringing your rigor, generosity, and educator spirit to Experimentation island.

Kelly Wortham
^{Head of Experimentation island}

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Panel Host: Shiva Manjunath
Sparking the Discussions
^{Host @ From A to B Podcast}

At The Conference known as Experimentation island, we believe experimentation is a team sport. And this year’s theme, Cooperative Competition, is all about raising the standard together: testing to learn, building better experiences, and helping each other get smarter along the way.

That is exactly why Shiva Manjunath is the perfect panel host for #Ei2026.

Shiva is the host of the experimentation podcast From A to B, where he brings curiosity, honesty, and a learning-first mindset to conversations across the digital experimentation world. He is passionate about “testing to learn, not testing to win,” and he has a gift for making experimentation feel both accessible and exciting.

And if you know Shiva, you know he brings the fun too. He is famous for his memes and hot takes (Happy Friday to everyone except …), and he always finds the perfect way to say what the rest of us are thinking, but funnier.

As our panel host, Shiva will keep the conversation sharp, the energy high, and the insights flowing. Expect thoughtful questions, real talk, and just enough chaos to make it memorable. He is also one of the best in the industry at calling out nonsense with love and making everyone laugh while learning something real.

Join us at #Ei2026 and get ready for an unforgettable panel experience with Shiva Manjunath, and Shiva: thank you for bringing your voice, humor, and learning-first spirit to Experimentation island.

Kelly Wortham
^{Head of Experimentation island}

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Keynote: Dylan Lewis
Experimentation Culture Builder
^{Experimentation Leader @ Atlassian}

I’ve known Dylan Lewis for a long time. As a founding member of the Test & Learn Community, he’s been part of this movement from the very beginning. Helping shape how we think, talk, and collaborate around experimentation. Dylan is known for his sharp insights, generous mentorship, and appreciation for good conversation (and great wine). His work has helped countless teams move from intuition to evidence and from siloed effort to shared success.

This year’s theme, Cooperative Competition, is about raising the standard together, and Dylan has been doing exactly that his entire career. After more than 15 years leading experimentation and product at Intuit, he joined Atlassian in 2020, where he has played a key role in shaping their culture and the company’s Experimentation Center of Excellence. His focus is on increasing the power of experimentation across the organization, connecting data science, engineering, and product teams to learn faster and innovate smarter.

Dylan's introduction song by Josh Silverbauer

Accelerating Experimentation:
Empowering Atlassian to innovate fast and test smart

When Dylan joined Atlassian, experimentation was fragmented. Few tests ran each year, analysis quality varied across teams, and in-house tools weren’t meeting needs. That changed with a new CTO who viewed measurement as essential to software development and set a bold company-wide goal: to 10x experimentation velocity and increase developer joy.

Dylan and the Experimentation CoE responded by building a global framework that centralized quality standards, improved tools, and trained engineers to run independent, high-quality tests using shared templates and self-serve platforms. Collaboration between data science, engineering, and product teams became the cornerstone of success.

The results were extraordinary. Atlassian not only exceeded its 10x goal but also fostered a lasting culture of experimentation that connected teams around the world. That achievement earned the 2025 Organization-wide Experimentation Culture Award, a remarkable honor for a company of Atlassian’s scale.

Join us at #Ei2026 to hear Dylan Lewis share Atlassian’s story of cultural transformation (and maybe a wine recommendation or two along the way), and thank you, Dylan, for bringing your insight, leadership, and collaborative spirit to Experimentation island.

Kelly Wortham
^{Head of Experimentation island}

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Keynote: Dr. Kelli Hill
Education Research Leader
^{Sr. Director of Data Insights @ Khan Academy}

At The Conference known as Experimentation island, we celebrate leaders who understand that experimentation isn’t a finish line. It’s a continuous pursuit of learning, collaboration, and progress. This year’s theme, Cooperative Competition, is about raising the standard together, and Dr. Kelli Hill embodies that spirit.

Kelli has spent her career turning data into dialogue and evidence into evolution. She built the Efficacy & Research function at Khan Academy from the ground up, then united it with analytics and engineering to form a cross-functional team dedicated to learning together. Her leadership has shaped how they measure impact, govern data, and build a culture grounded in responsible experimentation.

Known for her philosophy of “invisible leadership,” Kelli focuses on removing blockers, aligning stakeholders, and creating the conditions for her teams to thrive. Under her guidance, Khan Academy’s approach to experimentation evolved through patience, curiosity, and collaboration. Their adoption of GrowthBook as a testing platform reinforced that transformation, strengthening trust in the process and uniting teams around a shared framework for learning.

Kelli's introduction song by Josh Silverbauer

Experimentation as a journey

When people think of experimentation, they often envision clean tests and quick answers. But Kelli reminds us that real progress takes time. True experimentation is a journey built on iteration, resilience, and humility.

In her #Ei2026 session, she’ll share Khan Academy’s evolving story. From overcoming early testing challenges to adopting GrowthBook, creating responsible governance, and now exploring the frontiers of AI experimentation from prompts to AI models. Along the way, she’ll reveal what it takes to evolve a learning culture: balancing rigor with practicality, embracing ambiguity, and celebrating incremental progress.

Join us at #Ei2026 to hear Dr. Kelli Hill share Khan Academy’s transformation story. A journey of collaboration, experimentation, and growth. Thank you, Kelli, for bringing your insight and experience to the Ei stage, and thank you to GrowthBook for sponsoring her appearance and supporting our shared mission to help organizations learn and grow together.

Kelly Wortham
^{Head of Experimentation island}

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Keynote: June Dershewitz
Data Leader
^{Co-founder @ InvestInData}

At The Conference known as Experimentation island, we look for speakers who understand that experimentation is not a solo sprint but a team sport. This year’s theme, Cooperative Competition, is about raising the standard together, and June Dershewitz is the perfect guide to help us chase that horizon.

June has spent more than 25 years shaping the way organizations think about data and analytics. She has built divisions from the ground up, scaled programs across industries, and influenced decisions without relying on formal authority. Her belief in "influence as a superpower" has inspired countless data professionals.

She is also a prolific thought leader and proud angel investor, always pushing the industry to grow stronger by investing in people and ideas that move us forward together. From co-creating Web Analytics Wednesdays to publishing essays that challenge leaders to rethink data quality, dashboard sprawl, and organizational design, June has continually raised the bar for what analytics leadership looks like.

June's introduction song by Josh Silverbauer

Experimenting with AI as a team sport

At #Ei2026, June will show us how AI is reshaping collaboration. Automation may change the size and shape of teams, but it cannot replace the human judgment, clarity, and alignment that experimentation leaders bring to the table. Her talk is a call to embrace cooperative competition by learning how to guide decisions, influence outcomes, and thrive in a future where success depends on both people and machines working together.

Join us at #Ei2026 as June takes the stage to share her wisdom–and thank you, June, for bringing your experience, insight, and collaborative spirit to Experimentation island!

Kelly Wortham
^{Head of Experimentation island}

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Keynote: Jenni Bruckman
Digital Product Leader
^{Product Director @ YETI}

At The Conference known as Experimentation island, we look for speakers who don’t just talk about progress, they build it. The ones who understand that experimentation is a team sport, and that sustainable momentum comes not from individual brilliance, but from collective clarity and trust.

That’s why we’re thrilled to welcome Jenni Bruckman to the #Ei2026 stage.

Jenni has seen every side of digital product work: agency, software, and brand, and she brings a rare, 360° view of what it takes to build experiences that last. She’s worked across the full spectrum of insights, from quantitative A/B testing to qualitative user research, and knows how to connect data with the human stories behind it.

Her endless curiosity for “what works best and why” has guided her through roles where she’s built high-performing teams, nurtured strong partnerships, and turned insights into action. Jenni believes that momentum doesn’t come from a single spark; it’s something teams build together through communication, trust, and shared purpose: a perfect embodiment of this year’s theme, Cooperative Competition.

Jenni's introduction song by Josh Silverbauer

How teams build and sustain product momentum

In a world that rewards speed, Jenni makes the case for alignment. Her session explores how great teams sustain momentum by embracing experimentation as a collective effort, one that thrives on open communication, adaptive leadership, and mutual trust.

Through stories from her own journey, Jenni demonstrates how product leaders can rally teams around a shared direction, maintain high energy even when conditions shift, and find joy in the process of building together.

At Experimentation island, where collaboration meets competition and we chase the horizon together, Jenni reminds us that the strongest teams aren’t just fast: they’re aligned, curious, and connected.

Join us in welcoming Jenni Bruckman to the #Ei2026 stage, and thank you, Jenni, for bringing your insight, curiosity, and collaborative spirit to Experimentation island.

Kelly Wortham
^{Head of Experimentation island}

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Fun: Josh Silverbauer
Walk-on Songs & Quiz Master
^{Partner @ From the Future}

Josh Silverbauer is one of those rare people who can make a room laugh, think, and feel connected all at once. Known for his parody songs, walk-on music, and sharp humor, Josh brings creativity and playfulness into the experimentation and analytics world without losing the substance underneath. He blends performance, insight, and just enough chaos to make learning stick.

This year at #Ei2026, Josh returns not only as our beloved creator of live walk-on songs but also as our Quiz Master, hosting a new evening game night experience designed to bring the community together through play, laughter, and shared moments.

Experimentation island theme song:

When did you meet Josh?
Like many great Ei friendships, Josh and I first met through the conference circuit. Over the years, I’ve watched him turn conference stages into something more human, and more fun. From parody videos to live performances to hosting game-show-style segments at industry events, Josh has a unique ability to lower the barrier between “speaker” and “audience” and turn everyone into participants.

Why did you invite Josh?
First, because we could not not invite Josh back. His custom parody walk-on songs for our speakers were one of the most talked-about moments at Experimentation island, and they have become part of what makes #Ei feel unmistakably #Ei.

Second, because we are optimizers. And this year, we are experimenting.

For #Ei2026, we made the intentional decision to replace one of our evening speaker slots with a game night, and Josh was the obvious choice to host it. Drawing on his signature game-show charm from Third Party, he will create an experience that is one part trivia, one part play, and a whole lot of fun. We do not yet know exactly what shape the night will take, and that is part of the point. Expect silliness, laughter, light competition, and shared moments that bring the community closer together.

Josh has a rare ability to turn a room full of professionals into a room full of people having fun together. That spirit fits perfectly with this year’s theme, Cooperative Competition, where learning together and enjoying the journey matters just as much as the outcome.

Josh, thank you for bringing your creativity, humor, and joyful chaos back to Experimentation island.

Kelly Wortham
^{Head of Experimentation island}

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Organizer: Kelly Wortham
Head of Experimentation island
^{Founder @ Test & Learn Community}

Kelly is a seasoned leader in experimentation, with a career spanning over two decades in optimizing user experiences and driving data-informed decision-making. Currently heading the Test & Learn Community, Kelly has built a vibrant and engaged network of professionals dedicated to advancing the practice of experimentation.

Her career highlights include leading experimentation efforts at Dell, EY, and Search Discovery, where her innovative approaches earned her recognition across the industry. Kelly’s journey marks a strong commitment to learning and sharing.

This passion led her to envision a dedicated event for the Test & Learn Community that would foster deep connections, insightful discussions, and hands-on learning experiences. The result? Experimentation island!

How did Experimentation island come about?
Kelly and I first crossed paths virtually in the early days of our careers when we both received accolades for our work in A/B testing (yes, the WhichTestWon awards back in 2009/2010). We finally met in person in 2018, where Kelly’s expertise and dynamic experimentation approach left a lasting impression. Over the years, I’ve admired how she’s nurtured the Test & Learn Community, which has grown into a powerhouse of experimentation knowledge. When Kelly expressed her desire to create an event tailored to her Community, it was clear that combining her network in the US with my experience in organizing Conversion Hotel was a perfect match.

Why is Kelly leading Experimentation island?
Kelly’s leadership in the experimentation community, coupled with her deep understanding of what makes an event truly valuable, makes her the ideal Head of Experimentation island. Her ability to connect people, spark meaningful conversations, and foster a collaborative environment ensures that this event will be more than just a conference. #Ei2026 will be a great experience where ideas flourish, and actionable insights are gained. With Kelly as organizer, Experimentation Island is set to become a cornerstone event for optimization and experimentation professionals in the US.

Thank you Kelly for becoming a partner, and Head of Experimentation island!

Ton Wesseling
^{Stage Host of Experimentation island}

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Stage Host: Ton Wesseling
MC of Experimentation island
^{Founder @ Conversion Hotel}

What can you say about one of our industry’s founders? The Legend of Experimentation? The creator of such beloved touchstones as Conversion Hotel, the Experimentation Culture Awards, and Online Dialogue? A man who has welcomed, taught, guided, and productively challenged so many of us in this field?

Maybe, simply, “Thank you.”

Ton’s career has helped companies around the globe achieve data-informed growth and transformational change. As a consultant, entrepreneur, influential thinker, writer, speaker, and event organizer, Ton has inspired many of us to advance the practice of experimentation.

Ton teaches by example (with humor and charm) and leaves an indelible impression. He also casts a sustaining vision: When we share our passion for optimization and experimentation, we can learn more and make better connections to achieve the excellence we seek. Thanks to Ton, that’s why we’re here at Experimentation island!

When did you meet Ton?
Ton and I first heard of each other back in 2009 when we both had tests up for the "Which Test Won?" awards. I remember thinking, “This guy is my competition!” But when we finally met in person at another conference, I couldn’t help but be struck by how incredibly kind and, of course, incredibly intelligent he was. We spent time geeking out over each other’s programs, and I quickly realized that Ton was not just brilliant but also generous and warm hearted, a paragon of leadership in our field.

How did Experimentation island come about?
Starting an experimentation conference has always been a dream of mine. I’d had the honor of helping organize the X-Change Conference and have had the bug ever since. On my very first day at a new job, I even begged, “Can we start the TLC conference?!” But it wasn’t meant to be at that time. Luckily for me, Ton shared the same vision and was ready to bring his incredible Conversion Hotel event to the U.S. as Experimentation island. He trusted me to join him as a partner and organizer, and I couldn’t be more grateful to work alongside such an inspirational leader and friend.

Thank you, Ton, for your trust, your vision, and for being the incredible host that makes this event so unique.

Kelly Wortham
^{Head of Experimentation island}

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#Ei2025 karaoke songs

Ei2025 theme song

Erin Weigel

Paula Sappington

Tim Wilson

Aleksander Fabijan

Lindsay Juarez

Rishi Rawat

Heather Greene

Alex Arvanitidis

Val Kroll

Wil Reynolds

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