Nick Schaperkotter is Head of UX & Experimentation at Yellowgrape, where he built the CRO department from the ground up into a multidisciplinary team with a strong experimentation culture. With a background at Dentsu (iProspect), Nick connects strategy and hands-on execution, viewing CRO as a continuous, value-driven process rather than isolated tests. He champions collaboration across teams and stresses the importance of a long-term vision in experimentation. Nick sees AI as a catalyst, but only when the fundamentals are solid. His core belief: experiments are for learning, not ego—true growth comes from embracing insights, even from failed tests.