Ashley Stirrup

How Disney goes from no idea what to test → 110 ranked ideas Crystal Ammari Iorio runs experimentation at The Walt Disney Company, and her ideation workshop is the cleanest system I've seen for turning "we should test more" into an actual prioritized roadmap. The whole thing runs on four questions: 1. What do we want? One North Star KPI. Kill the competing goals. 2. What do we know? Every data source collated into one story — analytics, user research, surveys, card sorts. Focus on the gap between what users should do and what they actually do. 3. What can we do about it? Pull 3–5 opportunity areas from that gap. Then everyone throws out ideas — no one's allowed to worry about whose idea is "the winner." 4. Where do we start? Every idea gets scored as a group: a. Effort to build b. Importance to leadership c. People impacted Assign a number. Sort high to low. The roadmap builds itself. Crystal walks out with 110 ranked ideas and a team that actually agrees on the order. She built a scoring template that runs the whole exercise. Comment "template" and I'll send it over.