Paula
Sappington
Sr. Director, Digital Research & Experimentation at Hilton
"Synchronized Success: The Evolution of Hilton's Research & Experimentation Program"
"Synchronized Success: The Evolution of Hilton's Research & Experimentation Program"
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Session: Synchronized Success: The Evolution of Hilton's Research & Experimentation Program
Learn how Paula evolved her organization from one part-time optimizer to a pivotal, integrated team of qualitative and quantitative researchers.Discover how this intrepid team de-risks the design process, explores new opportunities for innovation, optimizes the customer journey, and enhances experiences for guests around the globe.
Key Takeaways
- Learn how a large enterprise created and scaled a UX research and experimentation program
- Understand how customer feedback from UX research can improve your A/B testing program
- Discover the impact that an aligned research and experimentation program can have on conversion and revenue
- Learn how you can start doing research, even on a small scale, at your organization
Bio
Paula Sappington, Senior Director of Digital Research, leads research efforts across digital and technology platforms at Hilton, the global hospitality giant with 24 brands with over 9,000 hotels in 126 countries. Paula’s Hilton journey began in traditional market research, and shifted to digital in 2010 to stand up the experimentation practice. In 2016, she stood up the UX research practice, and today both parts of her organization are thriving and learning from each other. Paula is based in Memphis, Tennessee.