Craig Sullivan

Optimiser in Chief at Optimal Visit
Craig Sullivan
On Twitter


Craig has been blending UX, analytics, A/B testing and customer insight methods for over 12 years, optimising outcomes for companies like Google, Amazon, Spotify, Eurostar, Lego, Asos and Red Bull.

Although he started out in 2001 as a usability test moderator, he has gradually learned the best results come from using prioritised qualitative and quantitative research methods. He’s put all these into practice building highly accessible, delightful, fast and successful products for John Lewis, Waitrose, LOVEFiLM, Autoglass and Amazon.

Craig has now coached over 500 people at more than a hundred clients, helping them to unlock the latent value inside their products or services. Using a mixture of design thinking, lean, agile, analytics, experimentation and cultural change, he’s driven over £3bn in additional revenue at these companies.


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