The Team

Irena Pereira

Founder & Design Director

From World of Warcraft to REALTOR.com®, Irena has spent a 25-year career in the trenches solving some of the biggest problems in usability before it was even a thing. Her work methodologies we take for granted today, such as A/B testing and data-driven design, have helped evangelize and drive these methods forward. In the game industry, she was a speaker, designer, and educator for World of Warcraft, enabling players to customize their own interfaces. Today she helps game studios and B2C organizations define and craft groundbreaking user experiences to increase engagement and revenue.

Gentry Stanley

Executive Producer

Gentry Stanley's career has been defined by his entrepreneurial drive and pivotal contributions to the entertainment and advertising industry. Holding key roles at Best Buy, Sears, and Arnold Advertising, he has managed notable agency and client relationships, driving significant web development and successful business exits. His transition to filmmaking led to compelling content production for major networks and prestigious film awards, culminating in the completion of "The Pandemic Project.” Currently, as the Executive Producer of Digital Experiments, he continues to lead and drive digital innovation, cementing his position as an industry leader.