{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Experimentation Edge","title":"The 'wine effect' and other surprises that reshaped how Box runs e-commerce experiments","html":"","width":"100%","height":180,"duration":1875,"description":"SummaryIn this episode of The Experimentation Edge, host Ashley Stirrup talks with Danielle Olean, Director of E-commerce at Box, about what it really takes to build a culture of experimentation inside a B2B company. Drawing on 15 years across B2C and B2B at Wayfair, Drizly, Zoom, and now Box, Danielle explains why experimentation belongs to every product team and not just e-commerce, walks through a pricing page saga of one win and two losses that exposed the limits of simplification, and shares the \"wine effect\" test that won for a reason no one predicted. It's a practical, story rich conversation for product managers, growth leaders, and anyone trying to make better decisions with data.\nChapters00:45 Meet Danielle Olean and Box's reinvention02:45 Owning the entire customer life cycle04:45 Why experimentation matters even without a checkout07:45 The feature that's used but hidden11:45 Proving ROI with a scrappy manual test12:45 Building a culture that shares wins and losses16:45 The pyramid strategy for prioritizing tests18:45 The simplification tightrope on the pricing page24:45 When a test wins for the wrong reason27:45 Where experimentation at Box goes next\nTakeaways- Experimentation isn't only for e-commerce. Any product with a funnel, even an AI chatbot, can be measured and improved through testing.- Simplification has a limit. Removing too much can strip away the cues and context buyers actually need to decide.- Share losses as openly as wins. Wins build credibility, and losses build the psychological safety a testing culture runs on.- Prioritize like a pyramid. Fix the widest-impact experiences first, then optimize down into smaller cohorts.- Surprising results are the point. A test can win for a reason you never hypothesized, like the \"wine effect,\" and that's where the real learning lives.\nConnect with the GuestLinkedIn: https://www.linkedin.com/in/dolean1/Website: https://www.box.com\nSponsor\nGrowthBook is the warehouse-native platform for...","thumbnail_url":"https://img.transistorcdn.com/D9kLs0HSsqR4ttk_5ESEdC1jX-wmD76GK-OHmb3a9B8/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS80YTFk/MGU1MjJlODhlNjJh/MTdlZTZkN2Q1ODY5/OTdjYy5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}