What does it take to build a culture where failure isn’t feared but celebrated? In this episode, we sit down with Stuart Frisby, Director of Brand & Experience Design at Deliveroo and former Head of Design at Booking.com, to explore what it really means to design for impact.
From launching thousands of experiments to leading design through hypergrowth, Stuart shares hard-earned insights on experimentation, scaling teams, and the power of humility. Discover why Booking.com’s success wasn’t built on big bets but on small, fast, and frequent tests that turned data into dominance.
Key Learnings from this episode:
Why empathy for users and the business is the secret ingredient to impactful design.
How Booking.com empowered designers to launch experiments daily, with minimal red tape.
What Stuart’s most spectacular experiment failure taught him about trust, ego, and design seriousness.
The culture shift needed to move from a feature factory to a growth lab.
Why “experimentation isn’t sexy but success is.”
And here’s the best part:
Stuart will be live on stage at GMS 2026 on June 16th shedding even more light on his journey as a design leader at two of the world's top experimentation giants: Booking.com and Deliveroo. If you haven’t secured your ticket yet, better do it now at www.growthmindedsuperheroes.com.
Whether you're a designer, product owner, growth strategist or just obsessed with experimentation you’ll walk away with frameworks, stories, and mindset shifts you won’t hear anywhere else.
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