Kelsey’s Checklist

One Liner 🗣️

Help readers understand succinctly understand what you’re looking to test, or understand

Story 📚

As a	`premium, limited, new visitor, business owner, flexible traveler`
I want to
Because

Assumptions 🤔

What must be true about our users or technical implementation that we’re trying to test

Users think x is valuable (Desirability Assumption)
We can filter for specific dates (Technical Feasibility Assumption)
We can charge for x functionality (Viability Assumption)
Visitors will understand how to navigate the page (Usability Assumption)

Hypothesis ⚗️

Based on the assumptions above what changes do we think we should make, and what impact do we think it will have?

Solution	We bet	`change we’re making`
Opportunity	Will (produce)	`problem we’re solving`
Audience	For	`user segment/our target user`
Outcome	And will (impact)	`change in behavior`

Acid Test 🧪

What decision will we make based on the results of the test? We should define this before, rather than after the test, so we don’t bias our thinking.

<aside> 📌 Note: This doesn’t alway have to be broken out by user segment

</aside>

Outcome	Decision we’ll make
Trial to paid goes down	`Don’t ship, but talk to users`
Trial to paid is flat	`Ship, but commit to iterating`
Trial to paid goes up	`Ship, and move on`