JS
EXPERIMENT REVIEW / DRAFT
Write the brief. Then defend it.
Fill this in and hand it over. The coach checks it against every experiment your team has already finished, and objects if you are about to repeat one.
01 EXPERIMENT BRIEF
DRAFT
HYPOTHESIS
PRIMARY METRIC
EXPECTED LIFT
pp
frompp baseline
AUDIENCE
READ DATE
weeks at/wk
GUARDRAILS
No guardrails yet. Name what must not degrade, and give each one a number.
HOW THE TARGET WAS DERIVED Reviewed against 50 of your team's finished experiments.
02 COACH REVIEW
The brief is not ready yet.
These are checked here, for free, before the coach reads a thing. Nothing is spent until they pass.
- Set the read date now, before the test starts, and do not look before it.
- State the expected lift and the weekly volume entering the test.
- Name what must not degrade, and give each one a numeric boundary.
- Show where it comes from: how much the change yields on volume alone, and which design element is supposed to supply the rest.