Chapters in this book

1. Frontmatter i
2. Contents v
3. Introduction to the Experimentation Process 1
4. The Five Steps
5. STEP 1: Framing Testable Ideas 13
6. STEP 2: Defining Evidence 21
7. STEP 3: Selecting Your Test 33
8. STEP 4: Building the Prototype 53
9. STEP 5: Executing. Analyzing. Iterating. 65
10. Postscript 77
11. Acknowledgments 79
12. Templates
13. Templates content 81
14. TEMPLATE 1 Progress Tracker 82
15. TEMPLATE 2 Value/Effort Matrix 84
16. TEMPLATE 3 Concept Snapshot 85
17. TEMPLATE 4 Storyboard 86
18. TEMPLATE 5 Surfacing Assumptions 87
19. TEMPLATE 6 Prioritizing Assumptions 88
20. TEMPLATE 7 Assumptions to Evidence 89
21. TEMPLATE 8 Data Sort 90
22. TEMPLATE 9 Say/Do Continuum 91
23. TEMPLATE 10 Test Design Decision Flow 92
24. TEMPLATE 11 Test Digest 94
25. TEMPLATE 12 Prototype Format Selection 96
26. TEMPLATE 13 Test Audit Checklist 97
27. TEMPLATE 14 Concept Test History 98