Experiment Designer

Are you experimenting enough?

You will learn different ways to experiment and learn from your assumptions.

Who could use thisFramework explanationSlide

When you first develop an idea, it is only that, a simple idea. It is therefore, hard for people to be confident that it will succeed, there is no evidence. Experiments help you, and your team, slowly push up confidence in the probability of success

Whenever we are trying to designed a new product or service, we are doing so by making a couple of assumptions about the world, consumers, markets and technology. The likelihood that we are correct about every single one of our assumptions is statistically low.

Testing our assumptions or hypothesis and therefore running experiments is the best way to move forward quickly while mitigating risks.

This tools will helps design experiments to prove or disprove assumptions.

Who could use this

This tool can be very useful for if you are:

  • An entrepreneur trying to build something new
  • A corporate manager leading a portfolio of new initiatives
  • Interested in proving or disproving your assumptions

You will probably be able to find more users of this tool as the use cases are diverse.

Framework explanation

There are several different types of experiments that we can use to test our assumptions. All of them have advantages and disadvantages:

  • Ask
  • Show
  • Fake
  • Beta


Asking questions to customers in order to understand their attitudes and beliefs on a certain topic is incredibly powerful.

This approach only requires a little bit of preparation and is designed to be very fast and easy to execute. On the other hand, often customers will tell you one thing and act in a different way.

It could be interesting and helpful to also check the Interviewing Framework


Walking a customer through a certain experience or proposition could be really insightful and useful as we are able to observe their reaction.

Given that the customer will, ideally, interact with our proposition it will be very close to the real behaviour. This experiment, when compared with the previous one, will need to be close to reality and this probably means that you will need to do prototype (e.g. wireframe).


Creating a fake experience that appears real to the customer, but is actually just a test. This could be something a little bit more complex than a simple landing page.

This type of experiment will show real behaviour as the customer will, if the experiment is well crafted, think that he is engaging a real product. We will need time and effort to create, design, gather and assess the data generated from this experiment.


Building the first version MVP and running the product for a limited period of time with a limited group of users.

By doing this experiment we will be able to test a more complete version of our value proposition. To be able to do this, we will need to invest more time and money when compared with the other experiments.


Here you will find a slide example. Soon we will implement a feature for anyone to download all the tools that we are building.

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