Experimentation
Building an AI skill for experimentation
The skill I’m building at LawnStarter to help the team develop hypotheses, consult evidence, and assess whether a test is feasible.
Read the pieceI built and sold a CRO agency. I’m not done experimenting.
I’ve worked with more than 100 companies, including Fortune 500 and FAANG companies. In more than a decade leading CRO, I’ve built experimentation programs from scratch, scaled them, and co-founded Supersonic, Latin America’s largest CRO agency, acquired in 2024. I previously served as Director of CRO at Seer Interactive and now hold that role at LawnStarter, where I’m building new ways to research and experiment with AI.
This is where I share what that experience has taught me and what I’m rebuilding with AI.
Brands I’ve worked with
And more than 100 other companies across the US, Latin America, and Europe, including Fortune 500 companies.
AI in everyday CRO work
Browse the libraryAt LawnStarter, I’m bringing my research and experimentation judgment into AI systems. These pieces show how, from evaluating an idea to using the language that comes up in customer conversations.
AI for CRO
AI copy needs customer context
How LawnStarter’s customer feedback helped AI turn a generic promise about saving time into “Your Saturdays are yours again.”
Read the pieceCustomer research
I asked AI to interview me about customer research
A two-hour conversation to explain how I evaluate customer feedback and make that reasoning usable in my work with AI.
Read the pieceWork
From the first hypothesis to building a CRO operation
Co-founding and selling Supersonic, building experimentation programs, and directing CRO at US companies meant making decisions at different scales. This is the work behind those decisions: the programs, the experiments, and the systems I’m building with AI.
Explore selected workSeer Interactive · Twiddy & Company
Answering the questions that hold up a booking
As CRO Director at Seer Interactive, I led the team working with Twiddy, a US vacation rental company. Research uncovered uncertainty about pricing, payment and check-in.
18.1%more visitors starting a booking
15%more transactions
Results reported by Seer during the test.
Rafael Damasceno
Founder, director, and hands-on practitioner.
I co-founded Supersonic with Filipe Reis in 2013. We built Latin America’s largest CRO agency and sold it to Etus in 2024. My career has also taken me into international CRO leadership roles at Seer Interactive and LawnStarter.
That experience has given me different responsibilities for the same work: building the business, developing teams, creating programs, and being accountable for decisions. Over the past two to three years, AI has changed how I do that work. Today, I’m turning some of the criteria I’ve developed into research and experimentation systems.
More about meTalks and interviews
What it takes to build the whole program
Starting experimentation from scratch, scaling a program, and bringing AI into the operation. I share the perspective of someone who has done this as an agency founder and CRO director, with examples from the work and room to discuss the difficult decisions.
Watch and listenA conversation
Building or scaling a CRO operation?
A leadership role, an experimentation program, or applications of AI within that work. Tell me where the company stands, the challenge, and what needs to change. For talks and interviews, send the topic and audience.
Get in touch