The challenge: Turning guest insight into experimentation at scale

Vienna describes herself as the guardian of the guest voice. Rather than relying solely on AI-generated summaries, she personally reviews guest feedback to understand the real moments of friction visitors experience throughout their journey.

One recurring pattern stood out. International visitors often hesitated when deciding between Efteling and other European resorts. Questions around accommodation, breakfast, parking and ticketing created uncertainty that slowed the booking journey.

The team had no shortage of ideas to improve the experience. The challenge was execution.

Launching just five homepage experiments took six months. Every test required four to six weeks of development, competed for engineering capacity and often lost priority against product roadmap work. Valuable experimentation ideas remained stuck in the backlog long after the customer need had been identified.

Efteling needed a way to transform customer insight into live experiments while those insights were still relevant. That's where Prompt-Based Experimentation (PBX) changed the workflow.

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What is Prompt-Based Experimentation (PBX)? 

Kameleoon’s PBX is an AI-powered approach to experimentation that allows teams to ideate, build, configure, analyse and launch tests using simple prompts or existing designs. Instead of relying on developer resources, optimization teams can generate hypotheses, produce production-ready code and deploy experiments directly, accelerating the path from idea to live test. Learn more about PBX > https://www.kameleoon.com/blog/pbx-2-0-is-changing-testing-again 

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From weeks to minutes: A new experimentation workflow

With PBX, Efteling transformed experimentation from a process measured in weeks into one measured in minutes.

Instead of waiting for engineering availability, the optimisation team can rapidly validate ideas, learn from guest behaviour and continuously improve the booking experience without competing for developer sprint capacity.

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Use case 1: Efteling identifies the highest-impact opportunity with PBX Ideate

The challenge

Guests considering an overnight stay often hesitated because they still had practical questions about breakfast, parking and other amenities before committing to a booking.

The solution

Using PBX Ideate, the team analysed the booking page against proven behavioural optimisation principles rather than relying on generic UX suggestions.

PBX identified reassurance as one of the highest-impact optimisation opportunities, explained the behavioural reasoning behind the recommendation and generated a complete experimentation hypothesis ready for implementation.

From there, PBX Build automatically generated the variation, including the copy and new reassurance component. The content team simply reviewed the proposed experience before launching the experiment.

The impact

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Use case 2: Improving the booking journey by turning Figma designs into live experiments

The challenge

Visitors browsing attraction pages weren't being guided naturally towards the next step of planning their visit.

The solution

Rather than rebuilding approved designs through traditional development, Efteling imported an existing Figma design directly into PBX.

PBX translated the design into a fully responsive experiment, recreating the experience while preserving the original layout and styling. Using natural language prompts, the team instructed PBX where the new component should appear, while the platform generated production-ready code and guided the team through the required validation steps before launch.

Guests could seamlessly switch between ticket and overnight stay options without any custom front-end development.

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‍Use case 3: Validating booking improvements without waiting for development

The challenge

Efteling wanted to test whether providing guests with more contextual information during ticket selection would increase confidence and reduce hesitation during checkout.

The solution

After finalising the experience in Figma, the UX team shared the design with PBX together with a simple prompt describing where the new content should appear.

PBX converted the approved design into production-ready experiment code that aligned with the existing website experience, allowing the team to review, validate and launch the experiment without entering the traditional engineering queue.

Instead of waiting for development sprints, the team moved directly from design approval to experimentation.

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The result: More experimentation. Better guest experiences.

PBX fundamentally changed how Efteling approaches experimentation.

What once depended on engineering timelines now begins with a prompt.

The team can analyse opportunities using behavioural intelligence, generate implementation-ready hypotheses, build production-ready experiments from prompts or Figma designs, review the generated experience and launch tests while customer insights are still fresh.

Rather than replacing human expertise, PBX amplifies it.

Vienna and her team continue to define the problems worth solving by listening closely to guest feedback. PBX removes the execution bottlenecks that once prevented those ideas from becoming reality.

The result is a faster, more sustainable experimentation programme where optimisation teams can continuously improve the digital experience without sacrificing governance, quality or guest trust.

Most importantly, experiments that once remained at the bottom of a development backlog can now be tested while they still matter, helping Efteling answer guests' questions sooner, reduce friction earlier and deliver better experiences across every stage of the booking journey.

"PBX allows us to execute the experimental ideas we used to leave behind simply because they were trapped at the bottom of a developer's priority list."

Want to see the experiments in action? Watch the replay of Efteling's session from CX Circle Amsterdam.

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