From brand strategy to sales enablement to product design, Melinda has spent over two decades honing her problem-solving skills in nonprofit, agency and enterprise environments. Throughout her career journey, she has had the privilege of designing physical and digital experiences for esteemed organizations such as Salesforce, John Deere, IBM, AT&T, Microsoft, and the Girl Scouts.
Currently, Melinda brings her expertise as an Executive Director at JPMorgan Chase in New York City where she leads a team of design, content and research experts, focused on driving innovative solutions to customer problems. “I take pride in fostering strong connections with product, tech, data and legal partners. I enjoy finding new ways to streamline processes and helping teams work better together.”
The Experimentation Mindset: How Testing Transforms Content Strategy
What if a small tweak in your content could double engagement? In this talk, we’ll explore how experimentation—through A/B testing, personalization, and user insights—can transform content strategy into measurable success. Using real-world examples, we’ll uncover the power of testing small changes, learning from failure, and fostering a culture of continuous improvement. Whether you’re a designer, marketer, or strategist, you’ll walk away with a new mindset: content isn’t just created—it’s discovered through experimentation.
In this session attendees will learn:
- The Power of Experimentation – How A/B testing, multivariate testing, and personalization can drive engagement and business success.
- Why Small Tweaks Matter – How minor content changes can lead to major performance improvements.
- User Insights Beyond the Data – The role of qualitative feedback in optimizing content experiences.
- Building a Culture of Testing – How to foster an experimentation mindset within teams and organizations.
- Overcoming Resistance to Change – Strategies for addressing skepticism and resource constraints.
- Real-World Examples – Lessons from successful (and unsuccessful) content experiments.
- How to Get Started – Actionable steps for running your first experiment and scaling testing efforts.
