In today’s fast-paced world, experimenting with software design is crucial for delivering impactful solutions. This session highlights the role of Business Analysts (BAs) in driving effective experiments by shaping hypotheses, defining measurable outcomes, and collaborating with technical teams. Attendees will gain practical strategies for turning business challenges into testable ideas, prototyping innovative solutions, and analyzing results to guide decisions. Through real-world examples, this talk equips participants to embrace experimentation as a pathway to crafting high-quality, value-driven software.