Create a social news reader that delivers
inspiring articles to you based on your likes
You’ll know if it’s successful based on daily
usage and the viral coefficient.
You have no funding but two great developers.
Do customers want our VP?
50% of people we interview will commit to
paying $20 a month for the product.
Pitch it, see who says yes!
Common Mistake #2:
Assuming the hypothesis
is a hypothesis
• Who is our customer?
• What are their pains?
• What job needs to be done?
• Is our customer segment too
• How do we find them?
• How can we solve this problem?
• What form should this take?
• How important is the design?
• What’s the quickest hack?
• What’s the minimum feature set?
• How should we prioritize?
Generate Ideas &
• How much will they pay?
• How do we convince them to buy?
• How much will it cost to sell?
• Can we scale marketing?
• Is this solution working?
• Are people using it?
• Which solution is better?
• How should we optimize this?
• What do people like / dislike?
• Why do they do that?
Which value prop is better? Faster
download time or obfuscated IP address.
Using VP of Faster download time instead
of obfuscated IP address will increase
conversion rate on home page above 15%
(our current benchmark).
Use optimizely to change VP on home page
for 2000 visits.
Time box: 7 days
Result: 16%, Win!
Experiment Herder Template* by TriKro LLC!
(For S.M.A.R.T Experiments: Smart Measurable Achievable Relevant Timely)
!What do we need to learn?!
What is our riskiest assumption?!
What is our one priority?
!Is it falsiﬁable?!
Is it speciﬁc?!
Is it causal? e.g. If X then Y!
Is it Relevant to the learning goal?
!Qualitative or quantitative?!
Is it actionable?!
Is it Measurable?
!!!!If this happens,!
our hypothesis is clearly false!
!!!!If this happens, stop!!
Experiment is broken, retro!
!How will you collect the data?!
Is it Speciﬁc?!
Is it Achievable?!
!Link to any supporting documents
!Is the experiment Timely?!
Can we get data faster?!
Would less data be sufﬁcient?!
Is the retro in our calendar?
Start End Retro
What data did we collect?!
!Pivot or persevere?!
Another experiment for this goal?!
Do we need to clean up?
Designed by: TriKro LLC - Lean Coaching and Innovation Ecosystem Design!
The Smart Experiment Template by TriKro LLC is licensed under!
a Creative Commons Attribution-ShareAlike 4.0 International License
* Templates are bad,!
make your own!
This presentation by TriKro LLC is licensed under a
Creative Commons Attribution-NonCommercial-ShareAlike
4.0 International License excepting those images
where other copyright holders are noted.
Based on a work at http://GrasshopperHerder.com.