diff --git a/jacquard/experiments/commands.py b/jacquard/experiments/commands.py
index ffeb602..cf7e84b 100644
--- a/jacquard/experiments/commands.py
+++ b/jacquard/experiments/commands.py
@@ -3,8 +3,10 @@
 import yaml
 import pathlib
 import datetime
+import dateutil.tz
 
 from jacquard.commands import BaseCommand
+from .experiment import Experiment
 
 
 class Launch(BaseCommand):
@@ -25,26 +27,20 @@ class Launch(BaseCommand):
     def handle(self, config, options):
         """Run command."""
         with config.storage.transaction() as store:
-            try:
-                experiment_config = store[
-                    'experiments/%s' % options.experiment
-                ]
-            except KeyError:
-                print("Experiment %r not configured" % options.experiment)
-                return
+            experiment = Experiment.from_store(store, options.experiment)
 
             current_experiments = store.get('active-experiments', [])
 
-            if options.experiment in current_experiments:
-                print("Experiment %r already launched!" % options.experiment)
+            if experiment.id in current_experiments:
+                print("Experiment %r already launched!" % experiment.id)
                 return
 
             store['active-experiments'] = (
                 current_experiments + [options.experiment]
             )
 
-            experiment_config['launched'] = str(datetime.datetime.utcnow())
-            store['experiments/%s' % options.experiment] = experiment_config
+            experiment.launched = datetime.datetime.now(dateutil.tz.tzutc())
+            experiment.save(store)
 
 
 class Conclude(BaseCommand):
@@ -78,13 +74,7 @@ class Conclude(BaseCommand):
     def handle(self, config, options):
         """Run command."""
         with config.storage.transaction() as store:
-            try:
-                experiment_config = store[
-                    'experiments/%s' % options.experiment
-                ]
-            except KeyError:
-                print("Experiment %r not configured" % options.experiment)
-                return
+            experiment = Experiment.from_store(store, options.experiment)
 
             current_experiments = store.get('active-experiments', [])
 
@@ -98,18 +88,12 @@ class Conclude(BaseCommand):
                 defaults = store.get('defaults', {})
 
                 # Find branch matching ID
-                for branch in experiment_config['branches']:
-                    if branch['id'] == options.branch:
-                        defaults.update(branch['settings'])
-                        break
-                else:
-                    print("Cannot find branch %r" % options.branch)
-                    return
+                defaults.update(experiment.branch(options.branch)['settings'])
 
                 store['defaults'] = defaults
 
-            experiment_config['concluded'] = str(datetime.datetime.utcnow())
-            store['experiments/%s' % options.experiment] = experiment_config
+            experiment.concluded = datetime.datetime.now(dateutil.tz.tzutc())
+            experiment.save(store)
 
             store['active-experiments'] = current_experiments
 
@@ -146,15 +130,46 @@ class Load(BaseCommand):
             print("No branches specified.")
             return
 
-        experiment_id = definition['id']
+        experiment = Experiment.from_json(definition)
 
         with config.storage.transaction() as store:
             live_experiments = store.get('active-experiments', ())
 
-            if experiment_id in live_experiments:
+            if experiment.id in live_experiments:
                 print(
-                    "Experiment %r is live, refusing to edit" % experiment_id,
+                    "Experiment %r is live, refusing to edit" % experiment.id,
                 )
                 return
 
-            store['experiments/%s' % experiment_id] = definition
+            experiment.save(store)
+
+
+class ListExperiments(BaseCommand):
+    """
+    List all experiments.
+
+    Mostly useful in practice when one cannot remember the ID of an experiment.
+    """
+
+    help = "list all experiments"
+
+    def handle(self, config, options):
+        """Run command."""
+        with config.storage.transaction() as store:
+            for experiment in Experiment.enumerate(store):
+                if experiment.name == experiment.id:
+                    title = experiment.id
+                else:
+                    title = '%s: %s' % (experiment.id, experiment.name)
+                print(title)
+                print('=' * len(title))
+                print()
+                if experiment.launched:
+                    print('Launched: %s' % experiment.launched)
+                    if experiment.concluded:
+                        print('Concluded: %s' % experiment.concluded)
+                    else:
+                        print('In progress')
+                else:
+                    print('Not yet launched')
+                print()
diff --git a/jacquard/experiments/experiment.py b/jacquard/experiments/experiment.py
new file mode 100644
index 0000000..0c732e7
--- /dev/null
+++ b/jacquard/experiments/experiment.py
@@ -0,0 +1,124 @@
+"""Experiment definition abstraction class."""
+
+import contextlib
+import dateutil.parser
+
+
+class Experiment(object):
+    """
+    The definition of an experiment.
+
+    This is essentially a plain-old-data class with utility methods for
+    canonical serialisation and deserialisation of various flavours.
+    """
+
+    def __init__(
+        self,
+        experiment_id,
+        branches,
+        *,
+        constraints=None,
+        name=None,
+        launched=None,
+        concluded=None
+    ):
+        """Base constructor. Takes all the arguments."""
+        self.id = experiment_id
+        self.branches = branches
+        self.constraints = constraints or {}
+        self.name = name or self.id
+        self.launched = launched
+        self.concluded = concluded
+
+    @classmethod
+    def from_json(cls, obj):
+        """
+        Create instance from a JSON-esque definition.
+
+        Required keys: id, branches
+
+        Optional keys: name, constraints, launched, concluded
+        """
+        kwargs = {}
+
+        with contextlib.suppress(KeyError):
+            kwargs['name'] = obj['name']
+
+        with contextlib.suppress(KeyError):
+            kwargs['constraints'] = obj['constraints']
+
+        with contextlib.suppress(KeyError):
+            kwargs['launched'] = dateutil.parser.parse(obj['launched'])
+
+        with contextlib.suppress(KeyError):
+            kwargs['concluded'] = dateutil.parser.parse(obj['concluded'])
+
+        return cls(obj['id'], obj['branches'], **kwargs)
+
+    @classmethod
+    def from_store(cls, store, experiment_id):
+        """Create instance from a store lookup by ID."""
+        json_repr = dict(store['experiments/%s' % experiment_id])
+        # Be resilient to missing ID
+        if 'id' not in json_repr:
+            json_repr['id'] = experiment_id
+        return cls.from_json(json_repr)
+
+    @classmethod
+    def enumerate(cls, store):
+        """
+        Iterator over all named experiments in a store.
+
+        Includes inactive experiments.
+        """
+        prefix = 'experiments/'
+
+        for key in store:
+            if not key.startswith(prefix):
+                continue
+
+            experiment_id = key[len(prefix):]
+            yield cls.from_store(store, experiment_id)
+
+    def to_json(self):
+        """Serialise as canonical JSON."""
+        representation = {
+            'id': self.id,
+            'branches': self.branches,
+            'constraints': self.constraints,
+            'name': self.name,
+            'launched': str(self.launched),
+            'concluded': str(self.concluded),
+        }
+
+        if not representation['constraints']:
+            del representation['constraints']
+
+        if representation['name'] == self.id:
+            del representation['name']
+
+        if representation['launched'] == 'None':
+            del representation['launched']
+
+        if representation['concluded'] == 'None':
+            del representation['concluded']
+
+        return representation
+
+    def save(self, store):
+        """Save into the given store using the ID as the key."""
+        store['experiments/%s' % self.id] = self.to_json()
+
+    def branch(self, branch_id):
+        """
+        Get the branch with a given ID.
+
+        In case of multiple branches with the same ID (which should Never Ever
+        Happen), behaviour is undefined.
+
+        If there is no such branch, LookupErrors will materialise.
+        """
+        for branch in self.branches:
+            if branch['id'] == branch_id:
+                return branch
+        raise LookupError("No such branch: %r" % branch_id)
diff --git a/jacquard/service/wsgi.py b/jacquard/service/wsgi.py
index 594e003..b0745da 100644
--- a/jacquard/service/wsgi.py
+++ b/jacquard/service/wsgi.py
@@ -7,6 +7,7 @@ import werkzeug.exceptions
 from jacquard.users import get_settings
 from jacquard.users.settings import branch_hash
 from jacquard.experiments.constraints import meets_constraints
+from jacquard.experiments.experiment import Experiment
 
 
 def on_root(config):
@@ -44,23 +45,17 @@ def on_experiments(config):
     """
     with config.storage.transaction() as store:
         active_experiments = store.get('active-experiments', ())
-        experiments = []
-
-        for key in store:
-            if not key.startswith('experiments/'):
-                continue
-            definition = store[key]
-            experiments.append(definition)
+        experiments = list(Experiment.enumerate(store))
 
     return [
         {
-            'id': experiment['id'],
-            'url': '/experiment/%s' % experiment['id'],
+            'id': experiment.id,
+            'url': '/experiment/%s' % experiment.id,
             'state':
                 'active'
-                if experiment['id'] in active_experiments
+                if experiment.id in active_experiments
                 else 'inactive',
-            'name': experiment.get('name', experiment['id']),
+            'name': experiment.name,
         }
         for experiment in experiments
     ]
@@ -78,15 +73,13 @@ def on_experiment(config, experiment):
     Provided for reporting tooling which runs statistics.
     """
     with config.storage.transaction() as store:
-        experiment_config = store['experiments/%s' % experiment]
+        experiment_config = Experiment.from_store(store, experiment)
 
-    branch_ids = [branch['id'] for branch in experiment_config['branches']]
+    branch_ids = [branch['id'] for branch in experiment_config.branches]
     branches = {x: [] for x in branch_ids}
 
-    constraints = experiment_config.get('constraints', {})
-
     for user_entry in config.directory.all_users():
-        if not meets_constraints(constraints, user_entry):
+        if not meets_constraints(experiment_config.constraints, user_entry):
             continue
 
         branch_id = branch_ids[
@@ -97,10 +90,10 @@ def on_experiment(config, experiment):
         branches[branch_id].append(user_entry.id)
 
     return {
-        'id': experiment_config['id'],
-        'name': experiment_config.get('name', experiment_config['id']),
-        'launched': experiment_config.get('launched'),
-        'concluded': experiment_config.get('concluded'),
+        'id': experiment_config.id,
+        'name': experiment_config.name,
+        'launched': experiment_config.launched,
+        'concluded': experiment_config.concluded,
         'branches': branches,
     }
 
diff --git a/jacquard/storage/dummy.py b/jacquard/storage/dummy.py
index c3e4c34..ca7dfc4 100644
--- a/jacquard/storage/dummy.py
+++ b/jacquard/storage/dummy.py
@@ -24,6 +24,10 @@ class DummyStore(StorageEngine):
         else:
             self.data = {}
 
+    def __getitem__(self, key):
+        """Direct item access. This is for test usage."""
+        return json.loads(self.data.get(key, 'null'))
+
     def begin(self):
         """Begin transaction."""
         pass
diff --git a/jacquard/users/settings.py b/jacquard/users/settings.py
index 21c1687..1063f88 100644
--- a/jacquard/users/settings.py
+++ b/jacquard/users/settings.py
@@ -2,6 +2,7 @@
 
 import hashlib
 
+from jacquard.experiments.experiment import Experiment
 from jacquard.experiments.constraints import meets_constraints
 
 
@@ -20,32 +21,30 @@ def get_settings(user_id, storage, directory=None):
         live_experiments = store.get('active-experiments', [])
 
         experiment_definitions = [
-            {**store['experiments/%s' % x], 'id': x}
+            Experiment.from_store(store, x)
             for x in live_experiments
         ]
         overrides = store.get('overrides/%s' % user_id, {})
 
     experiment_settings = {}
 
-    for experiment_def in experiment_definitions:
-        constraints = experiment_def.get('constraints', {})
-
-        if constraints:
+    for experiment in experiment_definitions:
+        if experiment.constraints:
             if directory is None:
                 raise ValueError(
                     "Cannot evaluate constraints on experiment %r "
-                    "with no directory" % experiment_def['id'],
+                    "with no directory" % experiment.id,
                 )
 
             user_entry = directory.lookup(user_id)
 
-            if not meets_constraints(constraints, user_entry):
+            if not meets_constraints(experiment.constraints, user_entry):
                 continue
 
-        branch = experiment_def['branches'][branch_hash(
-            experiment_def['id'],
+        branch = experiment.branches[branch_hash(
+            experiment.id,
             user_id,
-        ) % len(experiment_def['branches'])]
+        ) % len(experiment.branches)]
         experiment_settings.update(branch['settings'])
 
     return {**defaults, **experiment_settings, **overrides}
diff --git a/setup.py b/setup.py
index 760e76f..d0102b6 100644
--- a/setup.py
+++ b/setup.py
@@ -68,6 +68,7 @@ setup(
             'launch = jacquard.experiments.commands:Launch',
             'conclude = jacquard.experiments.commands:Conclude',
             'load-experiment = jacquard.experiments.commands:Load',
+            'list = jacquard.experiments.commands:ListExperiments',
             'list-users = jacquard.directory.commands:ListUsers',
         ),
         'jacquard.directory_engines': (

diff --git a/jacquard/experiments/tests/test_smoke.py b/jacquard/experiments/tests/test_smoke.py
new file mode 100644
index 0000000..e9d5acb
--- /dev/null
+++ b/jacquard/experiments/tests/test_smoke.py
@@ -0,0 +1,61 @@
+import datetime
+import dateutil.tz
+
+from unittest.mock import Mock
+
+from jacquard.cli import main
+from jacquard.storage.dummy import DummyStore
+
+
+BRANCH_SETTINGS = {'pony': 'gravity'}
+
+DUMMY_DATA_PRE_LAUNCH = {
+    'experiments/foo': {
+        'branches': [
+            {'id': 'bar', 'settings': BRANCH_SETTINGS},
+        ],
+    },
+}
+
+DUMMY_DATA_POST_LAUNCH = {
+    'experiments/foo': {
+        'branches': [
+            {'id': 'bar', 'settings': BRANCH_SETTINGS},
+        ],
+        'launched': str(datetime.datetime.now(dateutil.tz.tzutc())),
+    },
+    'active-experiments': ['foo'],
+}
+
+
+def test_launch():
+    config = Mock()
+    config.storage = DummyStore('', data=DUMMY_DATA_PRE_LAUNCH)
+
+    main(('launch', 'foo'), config=config)
+
+    assert 'launched' in config.storage['experiments/foo']
+    assert 'concluded' not in config.storage['experiments/foo']
+    assert 'foo' in config.storage['active-experiments']
+
+
+def test_conclude_no_branch():
+    config = Mock()
+    config.storage = DummyStore('', data=DUMMY_DATA_POST_LAUNCH)
+
+    main(('conclude', 'foo', '--no-promote-branch'), config=config)
+
+    assert 'concluded' in config.storage['experiments/foo']
+    assert 'foo' not in config.storage['active-experiments']
+    assert not config.storage['defaults']
+
+
+def test_conclude_updates_defaults():
+    config = Mock()
+    config.storage = DummyStore('', data=DUMMY_DATA_POST_LAUNCH)
+
+    main(('conclude', 'foo', 'bar'), config=config)
+
+    assert 'concluded' in config.storage['experiments/foo']
+    assert 'foo' not in config.storage['active-experiments']
+    assert config.storage['defaults'] == BRANCH_SETTINGS
diff --git a/jacquard/service/tests/test_http.py b/jacquard/service/tests/test_http.py
new file mode 100644
index 0000000..05aaebf
--- /dev/null
+++ b/jacquard/service/tests/test_http.py
@@ -0,0 +1,92 @@
+import json
+
+import datetime
+import dateutil.tz
+
+from unittest.mock import Mock
+
+from jacquard.service import get_wsgi_app
+from jacquard.storage.dummy import DummyStore
+from jacquard.directory.base import UserEntry
+from jacquard.directory.dummy import DummyDirectory
+
+import werkzeug.test
+
+
+def get_status(path):
+    config = Mock()
+    config.storage = DummyStore('', data={
+        'defaults': {'pony': 'gravity'},
+        'active-experiments': ['foo'],
+        'experiments/foo': {
+            'id': 'foo',
+            'constraints': {
+                'excluded_tags': ['excluded'],
+                'anonymous': False,
+            },
+            'branches': [{'id': 'bar', 'settings': {'pony': 'horse'}}],
+        },
+    })
+    now = datetime.datetime.now(dateutil.tz.tzutc())
+    config.directory = DummyDirectory(users=(
+        UserEntry(id=1, join_date=now, tags=('excluded',)),
+        UserEntry(id=2, join_date=now, tags=('excluded',)),
+        UserEntry(id=3, join_date=now, tags=()),
+    ))
+
+    wsgi = get_wsgi_app(config)
+    test_client = werkzeug.test.Client(wsgi)
+
+    data, status, headers = test_client.get(path)
+    all_data = b''.join(data)
+    return status, all_data
+
+
+def get(path):
+    status, all_data = get_status(path)
+    assert status == '200 OK'
+    return json.loads(all_data.decode('utf-8'))
+
+
+def test_root():
+    assert get('/') == {
+        'experiments': '/experiment',
+        'user': '/users/<user>',
+    }
+
+
+def test_user_lookup():
+    assert get('/users/1') == {
+        'user': '1',
+        'pony': 'gravity',
+    }
+
+
+def test_user_lookup_with_non_numeric_id():
+    assert get('/users/bees') == {
+        'user': 'bees',
+        'pony': 'gravity',
+    }
+
+
+def test_experiments_list():
+    # Verify no exceptions
+    assert get('/experiment') == [{
+        'id': 'foo',
+        'url': '/experiment/foo',
+        'state': 'active',
+        'name': 'foo',
+    }]
+
+
+def test_experiment_get_smoke():
+    # Verify no exceptions
+    assert get('/experiment/foo')['name'] == 'foo'
+
+
+def test_experiment_get_membership():
+    assert get('/experiment/foo')['branches']['bar'] == [3]
+
+
+def test_missing_paths_get_404():
+    assert get_status('/missing')[0] == '404 NOT FOUND'

Refactor experiments into `jacquard.experiments`
Currently various users analyse the experiment data structure directly. It needs to be migrated to a Python class within `jacquard.experiments`.
jacquard/experiments/tests/test_smoke.py::test_launch jacquard/experiments/tests/test_smoke.py::test_conclude_no_branch jacquard/experiments/tests/test_smoke.py::test_conclude_updates_defaults