About Strategy & Design
Craig Kistler is the founder of Strategy & Design Co., where he helps eCommerce brands turn visitor intent into measurable growth. His work combines experimentation, personalization, and data-driven strategy to close the gap between shopper intent and business results.
I founded Strategy & Design Co. while leading personalization and experimentation at Signet Jewelers (Kay, Zales, Jared, Peoples). What started as building scalable, data-driven frameworks inside one of the largest jewelry retailers grew into a way to help other brands do the same. The goal hasn’t changed — use intent, experimentation, and clarity to turn traffic into revenue.
About Craig Kistler
For over a decade, I’ve helped eCommerce teams transform their traffic into measurable growth through smarter testing, meaningful personalization, and a deep understanding of visitor intent.
At Strategy & Design Co., I work with teams to simplify decisions, uncover opportunities, and scale what works — not through best practices, but through proven, repeatable frameworks.
Principles I Work By
- Intent drives performance. The best results come from understanding why visitors act, not just where they click.
- Testing is strategy, not validation. Every experiment should answer a business question, not chase a design tweak.
- Personalization isn’t a feature. It’s how you make relevance scalable.
- Data should clarify, not complicate. The goal is always clearer decisions, faster.
How Growth Happens
Most brands don’t have a traffic problem — they have a focus problem.
At Strategy & Design Co., I help teams:
- Identify where intent is being lost in the journey
- Design experiments tied to true business metrics, not vanity KPIs
- Scale what works into continuous revenue loops
- Integrate personalization that actually adds value
It’s a blend of experimentation, behavioral insight, and practical execution — grounded in years of data from leading retail and jewelry brands.
Why It Works
Because growth doesn’t come from adding more. It comes from removing friction, decluttering decisions, and helping visitors find what they came for faster.
This mindset has helped unlock tens of millions in incremental revenue by simplifying what stands between a visitor and their next step.
Featured Work & Interviews
Before launching Strategy & Design Co., I led experimentation and personalization at Signet Jewelers (Kay, Zales, Jared, Peoples), building programs and frameworks that reshaped how large retail teams test, learn, and personalize at scale.
You can find my work and perspective featured in:
- Personalization Talks #32 with Craig Kistler — a deep dive into building scalable personalization and experimentation programs.
- Digital Growth Gems for the Jewelry Industry — my journey from UX and design to measurable eCommerce growth.
- Spotlight: Signet Jewelers — Craig Kistler on why your personalization strategy should be fueled by experimentation insights
- Introducing the “Who’s Who in Experimentation” — featured as a key voice in the e-commerce experimentation field.
What’s Next
Today, I work directly with DTC and mid-market brands looking to grow smarter. Using data and experimentation to create personalized experiences that drive long-term value.
If that’s what you’re trying to build, I’d love to connect.
Let’s Build Smarter Growth
Ready to Make Every Visit Count?
Let’s turn your site into a smarter, faster, more profitable growth engine — one signal at a time.
330.241.9357