{"id":111898,"date":"2021-06-30T09:59:12","date_gmt":"2021-06-30T09:59:12","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/1000-experiments-club-ronny-kohavi\/"},"modified":"2026-09-10T18:25:47","modified_gmt":"2026-09-10T12:55:47","slug":"1000-experiments-club-ronny-kohavi","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/1000-experiments-club-ronny-kohavi\/","title":{"rendered":"1,000 Experiments Club: A Conversation With Ronny Kohavi (Formerly of Airbnb, Microsoft and Amazon)"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>One of the pioneers of experimentation shares a humbling reality check:&nbsp;Most ideas will fail (and it\u2019s a good thing)<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Few people have accumulated as much experience as Ronny Kohavi when it comes to experimentation. His work at tech giants such as Amazon, Microsoft and Airbnb \u2014 just to name a few \u2014 has laid the foundation of modern online experimentation.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Before the idea of \u201cbuild fast, deploy often\u201d took hold across tech companies, developers followed a waterfall model that saw fewer releases (sometimes every 2-3 years). The shortening of development cycles in the early 2000s thanks to the Agile methodology and an uptick in online experimentation created the perfect storm for a software development revolution \u2015 and Ronny was at the center of it all.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Wingify\u2019s VP Marketing Marylin Montoya set out to uncover the early days of experimentation with Ronny and why failure is actually a good thing. Here are some of the key takeaways from their conversation.<\/span><\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-spotify wp-block-embed-spotify wp-embed-aspect-21-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Spotify Embed: A Conversation with Ronny Kohavi (ex-Airbnb, Microsoft and Amazon)\" style=\"border-radius: 12px\" width=\"100%\" height=\"152\" frameborder=\"0\" allowfullscreen allow=\"autoplay; clipboard-write; encrypted-media; fullscreen; picture-in-picture\" loading=\"lazy\" src=\"https:\/\/open.spotify.com\/embed\/episode\/4d3Prnlc0VIf6dQSdWdGmb?utm_source=oembed\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Progressive deployments as a safety net&nbsp;<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">A typical cycle of experimentation involves exposing the test to 50% of the population for an average of two weeks before a gradual release. But Ronny suggests coming at it from a different vantage point: Starting with a small audience of just 2% before ramping up to 50%. The slower ramp-up gives you the time to detect any egregious issues or a degradation in metric values in near real time.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">In an experiment, we may focus on just two features, but we have a large set of guardrails that suggest we shouldn\u2019t be degrading X, Y or Z. Statistical data that you\u2019re collecting could also suggest that you\u2019re impacting something you didn\u2019t mean to. Hence, the usage of progressive deployments in which you can identify external factors and easily rollback your test.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">It\u2019s like if you\u2019re cooling water: You may realize you\u2019re changing the temperature, but it\u2019s not until you reach 0\u00baC (32\u00baF) that ice forms. You suddenly realize that when you get to a certain point, something very big happens. So, deploying at a safe velocity and monitoring the results can lead to huge improvements.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><b>Your great idea? It will most likely fail.<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Nothing gives you a better reality check than experimentation at scale. Everyone thinks they\u2019re doing the best stuff in the world until it\u2019s in the hands of their users. That\u2019s when the real feedback kicks in.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Over two-thirds of ideas actually fail to move the metrics that they were designed to improve \u2014 a statistic Ronny shares from his time at Microsoft, where he founded the experimentation platform team of more than 100 data scientists, developers and program managers.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Don\u2019t be deterred, however. In the world of experimentation, failing is a good thing. Fail fast, pivot fast. Being able to realize that the direction you\u2019re going in isn\u2019t as promising as previously thought enables you to use those new findings to enrich your next actions.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">At Airbnb, Ronny\u2019s experimentation team deployed a lot of machine learning algorithms to improve search. Out of 250 ideas tested in controlled experiments, only 20 of them proved to have a positive impact on the key metrics \u2014&nbsp;meaning over 90% of ideas failed to move the needle. On the flip side, however, the 20 ideas that did succeed in some form? Those resulted in a 6% improvement in booking conversion, worth hundreds of millions of dollars.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><b>The starter kit to experimentation<\/b><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">It\u2019s easier today to convince leadership to invest in experimentation because there are plenty of successful use cases out there. Ronny\u2019s advice is to start with a team that has iteration capital. If you\u2019re able to run more experiments and a certain percentage are pass\/fail, this ability to try ideas is key.&nbsp;<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Pick a scenario where you can easily integrate the experimentation process into the development cycle and then work your way on to more complex scenarios. The value of experimentation is clearer because deployments are happening more often. If you&#8217;re working in a team that deploys every six months, there\u2019s not a lot of wiggle room because everyone has already invested their efforts into this idea that the feature cannot fail. Which, as Ronny pointed out earlier, has a low probability of success.<\/span><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><span style=\"font-weight: 400\">Is experimentation for every company? The short answer is no. A company has to have certain ingredients in order to unlock the value of experimentation. One ingredient you need is being in a domain where it\u2019s easy to make changes, such as website services or software. A second ingredient is you need enough users. Once you have tens of thousands of users, you can start experimenting and doing it at scale. And lastly, make sure you have trustworthy results from which you are taking your decisions.<\/span><\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><\/h3>\n\n\n\n<h3 class=\"wp-block-heading\"><b>What else can you learn from our conversation with <a href=\"https:\/\/anchor.fm\/abtasty\/episodes\/A-Conversation-with-Ronny-Kohavi-ex-Airbnb--Microsoft-and-Amazon-e135iua\">Ronny Kohavi<\/a>?<\/b><\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><span style=\"font-weight: 400\">How experimentation becomes central to your product build&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">Why experimentation is at the root of top tech companies&nbsp;<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">The role leaders play in evangelizing an experimentation culture<\/span><\/li>\n\n\n\n<li><span style=\"font-weight: 400\">How to build an environment for true experimentation and trustworthy results<\/span><\/li>\n<\/ul>\n\n\n\n<h6 class=\"wp-block-heading\"><\/h6>\n\n\n\n<h6 class=\"wp-block-heading\"><\/h6>\n\n\n\n<h6 class=\"wp-block-heading\"><b><i>About Ronny Kohavi<\/i><\/b><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400\">Ronny Kohavi is an authority in experimentation, having worked on controlled experiments, machine learning, search, personalization and AI for nearly three decades. Ronny previously was vice president and technical fellow at Airbnb. Prior to that, Ronny led the Analysis and Experimentation at Microsoft&#8217;s Cloud and AI group and was the director of data mining and personalization at Amazon. Ronny has also co-authored \u201c<a href=\"https:\/\/www.amazon.com\/Trustworthy-Online-Controlled-Experiments-Practical\/dp\/1108724264\">Trustworthy Online Controlled Experiments : A Practical Guide to A\/B Testing.,<\/a>\u201d which is <\/span><\/i><i><span style=\"font-weight: 400\">currently the <\/span><\/i><i><span style=\"font-weight: 400\">#1 best-selling data-mining book on Amazon<\/span><\/i><i><span style=\"font-weight: 400\">.<\/span><\/i><\/p>\n\n\n\n<h6 class=\"wp-block-heading\"><b><i>About 1,000 Experiments Club<\/i><\/b><\/h6>\n\n\n\n<p class=\"wp-block-paragraph\"><i><span style=\"font-weight: 400\">The <a href=\"https:\/\/wingify.com\/resource-categories\/podcast\/\">1,000 Experiments Club<\/a> is an AB Tasty-produced podcast hosted by Marylin Montoya, VP of Marketing at AB Tasty. Join Marylin and the Marketing team as they sit down with the most knowledgeable experts in the world of experimentation to uncover their insights on what it takes to build and run successful experimentation programs.<\/span><\/i><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1280\" height=\"367\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg\" alt=\"Listen To The Podcast\" class=\"wp-image-116140\" srcset=\"https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg 1280w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg?tr=w-1024 1024w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg?tr=w-768 768w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg?tr=w-640 640w, https:\/\/static.wingify.com\/gcp\/uploads\/sites\/3\/2024\/10\/listen-to-the-podcast.jpg?tr=w-375 375w\" sizes=\"(max-width: 1280px) 100vw, 1280px\" \/><\/figure>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>One of the pioneers of experimentation shares a humbling reality check:&nbsp;Most ideas will fail (and it\u2019s a good thing) Few people have accumulated as much experience as Ronny Kohavi when it comes to experimentation. His work at tech giants such as Amazon, Microsoft and Airbnb \u2014 just to name a few \u2014 has laid the&#8230;<\/p>\n","protected":false},"author":1483,"featured_media":115643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10880],"tags":[],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-111898","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-de"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>1,000 Experiments Club: A Conversation With Ronny Kohavi (Formerly of Airbnb, Microsoft and Amazon) - Wingify Blog<\/title>\n<meta name=\"description\" content=\"Discover three of the key takeaways from our interview with Ronny Kohavi, one of the most iconic pioneers of experimentation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wingify.com\/blog\/1000-experiments-club-ronny-kohavi\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"1,000 Experiments Club: A Conversation With Ronny Kohavi (Formerly of Airbnb, Microsoft and Amazon) - 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