Massey's first test removed navigation from UPS's shipping checkout flow and delivered $35 million in incremental revenue—proving e-commerce best practices apply even when customers think "this is just a tool, not e-commerce."

UPS runs everything centrally now, but the real win is that demand for testing has decentralized—business units across the company now come to J.E.D.I. asking to test their ideas.

The same feature (required recipient email) failed for customer data capture but passed for international customs—proof that framing and customer benefit matter more than the feature itself.

When senior leaders push ideas, Massey's team tests them instead of arguing—then delivers results that either validate the idea or identify three better alternatives the data actually supports.

J.E.D.I.'s win rate stays high because UX research and experimentation teams operate under the same leader, giving the program both behavioral metrics and voice-of-customer insight before tests ever launch.