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Printed in the United States of America  \nc 1 0 9 8 7 6 5 4 3 2 1 Book design by Leigh Ayers, 10/HALF Studios  \nContents  \nIntroduction 1  \nThe Five Steps   \n STEP 1: Framing Testable Ideas 13  \n STEP 2: Defining Evidence 21  \n STEP 3: Selecting Your Test 33  \n STEP 4: Building the Prototype 53  \n STEP 5: Executing. Analyzing. Iterating. 65  \nPostscript 77  \nAcknowledgments 79  \nTemplates   \nTEMPLATE 1 Progress Tracker 82  \nTEMPLATE 2 Value/Effort Matrix 84  \nTEMPLATE 3 Concept Snapshot 85  \nTEMPLATE 4 Storyboard 86  \nTEMPLATE 5 Surfacing Assumptions 87  \nTEMPLATE 6 Prioritizing Assumptions 88  \nTEMPLATE 7 Assumptions to Evidence 89  \nTEMPLATE 8 Data Sort 90  \nTEMPLATE 9 Say/Do Continuum 91  \nTEMPLATE 10 Test Design Decision Flow 92  \nTEMPLATE 11 Test Digest 94  \nTEMPLATE 12 Prototype Format Selection 96  \nTEMPLATE 13 Test Audit Checklist 97  \nTEMPLATE 14 Concept Test History 98  \n1  \nIntroduction to the  \nExperimentation Process  \nDOES THE WORD experimentation conjure images of test tubes, safety goggles, and possibly a dash of fire or smoke? Our early exposure to experimentation is often in science class as part of the scientific discovery process. Accompanying those beakers and lab coats is the scientific method, a guide to running experiments.  \nBut many people run experiments every day outside of science labs. Long before you were learning about experiments in school, your toddler brain was experimenting as a primary method of learning: If I stack blocks like this, they don’t fall over. If I put my fingers near the door, I can get hurt when it shuts.  \nMany organizations use experimentation to explore ideas for new products, services, programs, and strategies. In this field guide, we’ll share stories from different organizations. Nike wanted to experiment  \nOrganizations in Brief  \nNike is one of the largest and most successful athletic apparel companies in the world.  \nWhiteriver Hospital, located on the Fort Apache Indian Reservation, has both inpatient beds and an emergency room where most of the population’s medical needs have to be met.  \nSouth Western Railway (SWR), a joint venture between two of the world’s leading rail companies, operated some of the busiest train routes in the United Kingdom, with 235 million passenger journeys a year.  \nThe Project Management Institute (PMI) is the premier global project management association, with nearly 500,000 members.  \nwith a shoe subscription service for kids. Whiteriver Hospital wanted to reduce patient wait time in their emergency room. The Project Management Institute (PMI), a professional learning organization, was interested in testing different ways to serve its members. South Western Railway (SWR), one of the UK’s biggest commuter railways, hoped to improve passenger experiences. People at each of these organizations had good ideas on paper but wondered if they would succeed in reality. They worried about being wrong in their hunches. So, they used experimentation to test their hunches before they built and launched their new ideas and before spending a lot of time and money on them. Throughout this field book, we will return to these four stories for inspiration and lessons learned as we build your experimentation skills.  \nEntrepreneurs, teachers, caregivers, marketers, graphic designers, social workers, even people doing their everyday routines, all experiment. Have you ever caught yourself saying, “I wonder if taking this route home is faster? Let me try it and time it.” You’re experimenting! Or think of a team leader considering,“If we send the agenda in advance, it might make our me","cbCaivgtZMJguQmE","https://ap.wps.com/l/cbCaivgtZMJguQmE","pdf",1348976,28,"English","# Introduction to the Experimentation Process\n## The Five Steps\n## Step 1: Framing Testable Ideas\n## Step 2: Defining Evidence\n## Step 3: Selecting Your Test\n## Step 4: Building the Prototype\n## Step 5: Executing, Analyzing, Iterating\n## Postscript\n## Acknowledgments\n## Templates\n## Template 1 Progress Tracker\n## Template 2 Value/Effort Matrix\n## Template 3 Concept Snapshot\n## Template 4 Storyboard\n## Template 5 Surfacing Assumptions\n## Template 6 Prioritizing Assumptions\n## Template 7 Assumptions to Evidence\n## Template 8 Data Sort\n## Template 9 Say/Do Continuum\n## Template 10 Test Design Decision Flow\n## Template 11 Test Digest\n## Template 12 Prototype Format Selection\n## Template 13 Test Audit Checklist\n## Template 14 Concept Test History","[{\"question\":\"What is the purpose of experimentation in this field book?\",\"answer\":\"Experimentation builds an evidence base to determine whether and how to launch new solutions, connecting idea-building to real-world execution. It helps teams test hunches before investing heavily in time and money.\"},{\"question\":\"How does the book recommend running an experiment step by step?\",\"answer\":\"It presents five steps: framing testable ideas, defining evidence, selecting your test, building a prototype, and executing, analyzing, and iterating. The process is meant to be systematic and repeatable.\"},{\"question\":\"Why should teams invest in experimentation instead of only building new ideas?\",\"answer\":\"Experimentation prevents overspending on solutions that won’t work, encourages testing multiple ideas before converging, reduces scaling risk by testing smaller aspects, and improves engagement by involving early adopters in feedback loops.\"}]","Experimentation Fieldbook | PDF",1789163440,10]