The Intent Experimentation Framework

Intent Powered Segmentation.

Find what works. Then keep it firing for everyone it matters to.

Traditional experimentation starts with a test and ends with a decision: Did this variant win? What’s the next test?

And when we focus only on the test, we forget the real opportunity:

Matching the right experience to the right shopper, at the right time. Not just finding the best average optimisation.

That’s where intent comes in.

With Made With Intent, it's not about just testing ideas for all visitors. You test in order to learn which segments need what - and then make that experience live for every visitor within that segment through a campaign.

We use a simple, layered framework to go from broad insights to precise, high-performing segments for all of our use cases, based on the Intent Framework of Stages, Signals & Trends:
​

We identify what Intent a visitor has; Low, Building or High

This gives you your first meaningful layer of segmentation, starting broad before going more granular.

We bring in behavioural signals that show what a shopper is likely to do next:

We also include how someone's signal is changing. An increase in purchase confidence, for example, might call for a more assertive nudge, whereas a decrease may need reassurance.

This combined framework allows you to get more granular in your segmentation, and tailor the message of your experience based on what the visitor needs in that moment

With this framework, experiments don’t simply end - they become the status quo of your digital experience. Once we find a segment where an experience performs positively, we put it live for all those users. That’s where the long-term value of Intent lies, in Intent Powered Segmentation.

With traditional testing, value often plateaus. You find a winner, deploy it, and start again.

With Intent Powered Segmentation, each campaign helps you find a high-impact segment, which becomes an always-on experience. Compounding gains over time.