Andrey Prokhorov is an e-commerce optimization lead at ASICS EMEA. He started with an unconventional background in human geography and has since accumulated extensive experience in marketing, data analytics, and user experience (UX) experimentation, having previously worked with Decathlon and other sports-related companies.
Some Key Takeaways:
ASICS leverages both global and regional experimentation teams to optimize digital experiences. Through ASICS Digital, a central hub for digital expertise, and its regional EMEA team, ASICS tailors its e-commerce experimentation program to local market nuances while staying aligned with its global brand mission.
Qualitative research, particularly through unmoderated user testing, is a primary source of insight for ASICS’ experimentation team. These insights help uncover friction points and enhance the customer experience, providing a validated foundation before quantitative testing even begins.
To manage a substantial backlog of testing ideas, ASICS employs a customized six-point prioritization framework (detailed in the interview), incorporating factors like feasibility, quantitative impact, and strategic alignment. The prioritization framework that ASICS uses is has evolved and is a tailored version of the ICE and RICE model.
Where to find Andrey Prokhorov:
In this episode, we cover:
(00:00) Introduction to Andrey
(04:51) The History of Experimentation at ASICS and The Role Andrey's Team Plays
(12:54) Challenges at ASICS As a Global Experimentation Team
(17:38) ASICS Experimentation Team Structure
(20:20) Qualitative Research and Unmoderated Testing
(24:07) ASICS 6-Point Prioritization Framework
(44:35) Final Thoughts and Words
Referenced:
ASICS Website: https://www.asics.com
The Latin translation and meaning of ASICS: https://corp.asics.com/en/about_asics/history
Nike interview on EXO Field Notes: https://brianpoe.substack.com/p/experimentation-at-nike-with-nic
LinkedIn interview on EXO Field Notes: https://brianpoe.substack.com/p/experimentation-at-linkedin-with
ICE Prioritization Framework
RICE Prioritization Framework
Hick’s Law: https://en.wikipedia.org/wiki/Hick%27s_law
Decoy Effect: https://en.wikipedia.org/wiki/Decoy_effect
Baymard Institute: https://baymard.com
ContentSquare’s Impact Quantification: https://support.contentsquare.com/hc/en-gb/articles/360017860920-Introduction-to-Impact-quantification
📅 Upcoming Interviews
Experimentation at at refurbed
Product Experimentation at Verizon
Personalization with Joshua Mabry
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About the Author
I’m Brian Poe, Founder and Chief Optimization Officer of Mammoth Insights, where we specialize in helping companies enhance their digital strategies through Conversion Rate Optimization (CRO) and experimentation. With over 15 years of personal experience in the marketing industry, we have a deep passion for uncovering hidden opportunities in data to drive significant improvements in overall business performance. At Mammoth Insights, we offer affordable CRO services, including quant/qual research, market analysis, UX and copy research, A/B testing, and more, tailored specifically for mid-sized to enterprise companies. Our mission is to make complex CRO concepts easy to understand and implement at an affordable price without sacrificing expertise or quality.
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