Experiment Brief Template

Hypothesis

If we [change], then [segment] will [behavior], resulting in [metric movement].

Experiment Design

• Experiment type: A/B, cohort, concierge, prototype, usability test

• Population and sample size:

• Duration:

• Guardrail metrics:

Success Criteria

Metric	Baseline	Threshold	Direction

Operational Plan

• Owner:

• Dependencies:

• Instrumentation requirements:

• Launch date:

• Review date:

Decision Rules

• Scale if:

• Iterate if:

• Stop if:

Results

• Outcome:

• Key findings:

• Follow-up actions: