Customer Problem:

Today customer’s find X difficult to perform (Jobs to be done), because Y. In a customer interview, Customer A said “……”. This anecdote is supported by data in that JTBD success rate is X% and the primary contributor to rate of success is Z ( Z% vs ZZ% in similar JTBD).

Hypothesis:

If we did X, then JTBD success rate will improve because customer’s no longer have to do Y.

Solution:

• Control Experience: Explain in detail the current E2E customer experience
• Treatment Experience: Explain in detail the MVP experience, always tying back into the hypothesis
• Out of Scope: Explain what didnt make the cut to the MVP, why we thought it was the right decision and how we will measure if we made the right decision.

UX Mocks:

• Control vs Treatment
• Prototype

AB Test Design:

• Control vs Treatment traffic allocation
• Trigger for AB test
• Duration of AB test
• P-Value

Success Metrics:

• What must improve (SS)
• What must be do-no-harm (SS)

Expected Learnings & Next Steps