Learn to validate product ideas with small, fast experiments before committing to full-scale build-out. Understand the trade-off between an experiment's speed and cost and the strength of the evidence it produces, and how to pick the right test for the size of the bet.
Watch the free preview
The cost of building on an untested assumption — free to watch, no account needed.
What you'll learn
- Explain why unvalidated assumptions are the main reason products fail, and what experimentation does about it
- Rank sources of evidence from weak to strong and reason about the speed and cost versus evidence-strength trade-off
- Select an experiment type — A/B test, smoke test, concierge or Wizard of Oz MVP — matched to a hypothesis and acceptable risk
- Design a small, fast experiment with a clear signal, sample and pre-committed decision rule
- Produce an Experiment Design Canvas that turns a risky assumption into a testable, decision-ready experiment
Syllabus
Why Experiment — Validating Before You Build
The cost of building on an untested assumptionFree preview
The evidence spectrum — from what people say to what they do
Choosing the Right Experiment
The experiment toolkit — smoke tests, A/B tests and MVPs
Matching the experiment to the hypothesis and the risk
Experimentation in Real Product Work
Designing an experiment end to end
Case study — the pricing model that didn't need a six-month build
Making Validation Stick
Building your Experiment Design Canvas
Common traps and how to avoid experimentation theatre