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TOOL EXPERIMENT CANVAS
Created by Ash Maurya
Once you’ve found your riskiest assumptions, you’ll need a way to figure out how best to test and measure them in a quantitative way. The Experiment Canvas provides a straightforward way to break down your assumptions into measurable, observable, experiments.
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TANGIBLE experiment and create |
± 15–30 MIN pressure cooker |
3 - 5 people per group |
THE RIGHT EXPERIMENT
The purpose of the Experiment Canvas is to design the right experiment at the right time, facilitating a team to have the right conversation. With the Experiment Canvas, it is easy to design a well-defined experiment: start with identifying the current riskiest assumption, then specify a clear, falsifiable hypothesis and experiment setup. After running the experiment, check the results and plan your next steps.
CRAFTING A GOOD HYPOTHESIS
Your hypothesis is a statement you believe to be true about your riskiest assumption. Write it down before you run the experiment. It is too easy to change the conditions afterward to make the data fit, and this robs you of valuable insight.
QUANTIFY YOUR PREDICTIONS
Quantify your hypothesis. How many customers will do it? How many times? In what time frame? It’s okay to use a bandwidth for this, as long as you specify it up front. The metrics you define need to be actionable (i.e., they need to directly relate to the hypothesis) and accessible (i.e., you need to be able to see the results).
Link the numbers back to the assumption you are testing. Why does having 10 positive results validate your assumption? Specify any qualitative outcomes and variables. What different answers you are expecting? How will you cluster them?
RUN THE EXPERIMENT
Armed with this hypothesis, you’re ready to start your experiment. Track the data immediately and write everything down, so that later you can check if you interpreted the results correctly. 
The Experiment Canvas template was originally created by Ash Mauriya and slightly adapted for this publication.
USE THE HYPOTHESIS FORMULA
We believe (specific testable action) will drive (specific measurable outcome) within (time frame)
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DOWNLOAD Download the Experiment Canvas from www.designabetterbusiness.com |
CHECKLIST
You have created a hypothesis to test the riskiest assumption with.
Your hypothesis fits the structure.
You defined measurable outcomes.
Your data is significant.
NEXT STEP
Create a prototype to support your experiment.
Do the experiment and collect your data.
Pivot, persevere, or redo.