Test a reason, not a whim
An experiment should begin with evidence or a clear hypothesis. Random changes produce random learning.
Choose one primary metric
Define the outcome that determines whether the change helped. Secondary metrics can explain the result but should not replace the main decision.
Change something meaningful
Test elements that can plausibly alter understanding, motivation, trust, or friction. Tiny cosmetic changes are often lower priority.
Respect sample uncertainty
Small samples can move dramatically by chance. Avoid treating an early swing as proof and consider whether the result is large and stable enough to act on.
Document the result
Record what changed, why, how long the test ran, the outcome, and what you learned. Failed hypotheses can still improve future decisions.
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