Send us FeedbackIn this episode of the podcast, Jason van der Merwe, Director of Engineering and Growth at Strava, provides some practical tips and lessons on performing negative experiments. Jason shares how Strava use negative experiments to remove elements of the user experience to measure impacts on customer behaviour. Negative experiments are a great way to dispel organisational assumptions, identify new value creating opportunities and amplify customer experiences.---Jason van der Merwe is the Director of Engineering, Growth at Strava. Strava is the popular exercise tracking and social networking service, with more than 110 million users and 8 billion activities uploaded.With a background in iOS development, he manages multiple engineering teams at Strava. Jason is responsible for the Growth, Insights and Optimisation teams, ensuring operational efficiency and cross-functional collaboration across Strava teams.Undertaking studies in Computer Science Engineering at Stanford University, Jason majored in Artificial Intelligence and Machine Learning, with sub-major studies in Mathematics and Computational Sciences.----Want more? Head to the First Principles website for the episode transcript, resources and reading lists - https://www.firstprinciples.ventures/ep015-strava-how-to-use-negative-experiments-to-create-more-customer-valueAdd Beat The Odds newsletter to your inbox for practical tips from world-leading experts in Experimentation & Product Design. https://www.firstprinciples.ventures/newsletterFollow Gavin on Twitter @signalnotnoiseFollow Gavin on LinkedIn at : https://www.linkedin.com/in/gavinbryant/

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