Generate, score and brief website experiments with Claude skills and a human gate

Leul Bezane, who runs website conversion work at Rippling, describes Dex, the system his team uses to pick and build site experiments. Claude skills gather signals from Gong calls, funnel data and industry research, compare each idea with past experiments recorded in Jira and give it an ICE score. A person approves ideas before the system turns them into briefs and design mockups for testing. Results he shares include a headline test that lifted top of funnel conversion 7% and traffic to SQL conversion 23%, and a sticky call to action on mobile that added 8% at the top of the funnel and 27% in SQLs. Results flow back in, so later ideas are checked against what already worked or failed.