1 - Understand the Business Problem

There are 5 things you need know:

1. Goals → what are the business and product goals of the experiment?
2. Key members → who are the stakeholders that will sponsor a new product idea and the team that will execute the data?
3. KPI → what’s the KPI that needs to be moved?
4. Launch Criteria → how do you quantitatively determine whether the experiment was a success?
5. Data → what’s the data required to run the experiment?

Experiment Goals

An experiment is designed to improve the quality of product, thereby, contributing to the growth of the business. It’s defined in three levels:

1. Business goal → a business captures its primary goal to users in the form of a “mission statement”.
2. Product goal → based on the business goal, the product goal is to provide tangible value to users.
3. Experiment goal → based on the product goal, an experimentation goal is to improve a particular feature of a product.

To know what to test in a product, start by understanding the core product aspects:

• Problem → what’s the problem that the product solves?
• Users → who are the users using the product?