Experiment Plan Template

Purpose

Design fast, focused experiments to reduce uncertainty.

Hypothesis Being Tested

Reference hypothesis

Experiment Description

• What are we testing?
• How will users experience it?

Experiment Type

• Prototype
• A/B test
• Concierge test
• Fake door
• Interview
• Other

Success Metrics

• Primary metric
• Guardrail metrics

Duration & Scope

• Start date:
• End date:
• Sample size:

Risks & Limitations

• What could invalidate results?
• What are we not learning?

Decision After Experiment

• Proceed
• Iterate
• Stop