The goal of this interview series is to inspire and help people to transition their career into a new or next experimentation related role. In this edition Nicole Storey shares her journey. Nicole is the co-founder and Experimentation Director at Hookflash. She won the “Campaign Inspiring Women Awards winners 2024: Rising to the Top – Technology”.
One of the key platforms I use to keep up with industry changes is through networks like LinkedIn. This helps me not only stay up to date but it’s also a great way to collaborate and share knowledge with like minded professionals.
Nicole Storey
Please introduce yourself to our readers.
Hello! I’m Nicole, the co-founder and Experimentation Director at Hookflash. Originally from Ireland with a background in computer science, my journey into the world of analytics and experimentation began as an implementation specialist, sparking my passion for data-driven insights. I’m dedicated to helping clients start and scale their experimentation programs, leveraging a combination of experimentation, analytics and SEO to unlock the full potential of their websites.
What is your current experimentation role and what do you do?
As the Experimentation Director at Hookflash, I have a varied role in shaping our experimentation practice, leading client engagements, promoting team collaboration, ensuring technical excellence, and championing a data-driven approach to experimentation.
I oversee a team of developers and analysts, providing guidance, mentorship, and support to ensure the successful execution of experimentation programs for our clients. Through various initiatives I try to foster a culture of collaboration, innovation, and continuous learning, empowering my team to excel in their roles and contribute to the success of our client projects.
How did you enter the experimentation space? What was your first experimentation related role?
As an established professional in the world of data and analytics, my journey into experimentation was not a sudden epiphany but more of a gradual development from my early experience as an implementation specialist. My career began 8 years ago, where I found myself immersed in the intricacies of analytics tagging, assisting clients in implementing robust tracking solutions for Google Analytics and Adobe Analytics.
In those initial days, my focus was on the technical aspects of implementation. However, it wasn’t long before I realised that collecting and analysing data was not enough for me. I wanted to leverage this wealth of information to drive meaningful results for my clients.
I found myself fascinated by the idea of using data-driven insights to validate hypotheses, optimise websites, and make informed decisions and thus I started my first experimentation role as a experimentation developer.
How did you start to learn experimentation?
My journey into experimentation was a mix of self-learning, online courses and invaluable mentorship but the most important of all was gaining hands-on experience.
To gain a solid theoretical understanding I read articles, attended events, watched videos but nothing could ever replace the insights and learning I gained from practical experience working with clients alongside experienced practitioners and mentors.
How do you apply experimentation in your personal life? (what are you tinkering with or always optimizing?)
Great question! I genuinely believe a test and learn approach is applicable everywhere. Personally, one that stands out for me is my constant journey to improving my health and wellbeing. My goals are pretty straight forward: maintain a weight I feel confident at, indulge in the food and drink I enjoy, and minimise my time spent in the gym.
I’m constantly playing around with different routines to achieve this including changes to my diet, foods banned, foods introduced, workout intensity, workout length, workout types, the list goes on! It’s a journey and while I haven’t gotten as far as a backlog or prioritisation matrix – never say never….
What are you currently doing to keep up with the ever-changing industry?
One of the key platforms I use to keep up with industry changes is through networks like LinkedIn. By following other industry professionals, influencers and SMEs, I gain access to a huge amount of valuable insights, discussions and thought leadership. This helps me not only stay up to date but it’s also a great way to collaborate and share knowledge with like minded professionals.
As well as LinkedIn, I do try to regularly attend industry events, webinars and conferences as well as keeping up to date with online courses and certification programs.
What recommendations would you give to someone who is looking to join the experimentation industry and get their first full-time position?
- Build a strong foundation: Start by building a strong foundational knowledge of all things experimentation. There is a wealth of resources available online from articles and videos to more structured courses.
- Familarise yourself with the tools and processes: Get familiar with the tools and platforms that are commonly used for website experimentation. Additionally understand the methodologies and the processes that fuel experimentation programs from designing, implementing and analysing.
- Identify your passion and strengths: Find which parts of the process excite you the most. Are you drawn to the technical aspects such as coding variations and setting up experiments? Do you have a knack for data analysis and deriving insights? Or are you passionate about UX and designing test variations? Understanding your strengths and interests will help you identify roles that align with your skills.
Which developments in experimentation excite you? How do you see the field changing in the next 5 to 10 years?
The development in experimentation that excites me the most is the integration of AI into every stage of the experimentation process.
From data analysis, insight generation, hypothesis creation to development, there’s a place for AI and there are some huge benefits for us as practitioners but also for users as we optimise the websites they use.
For example, the data analysis stage of the experimentation process is challenging for clients due to the time and resources required but with AI and AI algorithms advancing constantly we can automate a huge chunk of this part of the process leaving more time to focus on strategic planning and direction.
Is there anything people reading this can help you with? Or any parting words?
Let’s help each other spread the word of experimentation and get more people testing everything and everywhere. If there’s a way that we can work together to advocate for the value of experimentation then I’m all ears.
Which other experimenters would you love to read an interview by?
It would be great to hear from practitioners who operate behind the scenes, leading significant teams of experimentation practitioners supporting large clients but are less active on LinkedIn.
Thank you Nicole for sharing your journey and insights with the community.
