Running experiments without a measurement plan is activity, not learning. This engagement connects your design decisions to business outcomes with clear instrumentation, disciplined experiment briefs, and a cadence that compounds learning across releases.
Who it's for
Product and growth teams that need to connect design work to measurable outcomes. You have traffic and users, but your instrumentation doesn't tell you why things work or don't.
Problems this solves
- Design decisions are based on opinion, not evidence—and the same debates repeat every sprint.
- Analytics are set up but nobody trusts the data or knows what to act on.
- A/B tests run without clear hypotheses, and results don't translate into product learning.
- Onboarding, activation, or conversion funnels leak, but the drop-off points are unclear.
What you get
- A measurement plan with event taxonomy, funnel definitions, and KPI ownership.
- Experiment briefs with clear hypotheses, success criteria, and minimum sample sizes—so tests produce decisions, not noise.
- Dashboard specifications that show leading indicators, not vanity metrics.
- A prioritized optimization roadmap connecting each test to an expected business outcome.
How it works
Typically 2–4 weeks for the measurement and experiment framework, then ongoing iteration cycles. Starts with a funnel and instrumentation audit, defines experiment priorities, and establishes a cadence for running, reading, and acting on tests.
Proof
Frequently asked questions
- What analytics tools do you work with?
- Amplitude, Hotjar, FullStory, Google Analytics, and custom event pipelines. The framework is tool-agnostic—I design the measurement plan and taxonomy, then map it to your stack.
- Do you run the experiments?
- I design experiment briefs, define success criteria, and interpret results. Your engineering team implements the variants. I can also support lightweight implementation if the test is design-driven (copy, layout, flow changes).
- How do you prioritize what to test?
- By expected impact on the metric that matters most, combined with effort and confidence. I use a structured prioritization framework—not gut feel—to sequence experiments.
Start a conversation
Describe your constraints and the decision you need to make. I'll tell you if I can help.