| name | measure-experiment-design |
| description | Designs an A/B test or experiment with variants, success metrics, sample size, and duration for an existing hypothesis. Use when planning an experiment to validate a product change or test an assumption you have already framed. To articulate the hypothesis itself first, use define-hypothesis. |
| license | Apache-2.0 |
| metadata | {"phase":"measure","version":"2.1.0","updated":"2026-06-10T00:00:00.000Z","category":"validation","frameworks":["triple-diamond","lean-startup","design-thinking"],"author":"product-on-purpose"} |
Experiment Design
An experiment design document defines all parameters needed to run a rigorous A/B test or controlled experiment. It ensures the team aligns on what you're testing, how you'll measure success, and how long to run the test before drawing conclusions. Good experiment design prevents common pitfalls: underpowered tests, unclear success criteria, and decisions based on noise rather than signal.
When to Use
- Before launching an A/B test to validate a product change
- When testing a hypothesis that requires quantitative validation
- After solution design to validate assumptions before full rollout
- When stakeholders want data-driven evidence for a decision
- To establish a culture of experimentation and learning
When NOT to Use
- The hypothesis itself is not yet articulated -> use
define-hypothesis first; this skill designs the test for a claim you already have
- You are analyzing a completed experiment -> use
measure-experiment-results
- You need the event tracking that will measure the experiment -> use
measure-instrumentation-spec
- You are gathering opinions rather than running a controlled test -> use
measure-survey-analysis
Instructions
When asked to design an experiment, follow these steps:
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Articulate the Hypothesis
Write a clear, testable hypothesis in the format: "We believe [change] for [users] will [outcome] as measured by [metric]." One hypothesis per experiment - if you're testing multiple things, run multiple experiments.
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Define the Variants
Describe the control (current experience) and treatment (new experience) in sufficient detail. Include screenshots, mockups, or precise descriptions so anyone can understand what users will see.
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Choose Primary and Secondary Metrics
Select one primary metric that will determine success or failure. Add 2-3 secondary metrics to understand the broader impact. Include guardrail metrics to catch unintended negative effects.
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Calculate Sample Size
Determine how many users you need per variant to detect your minimum detectable effect (MDE) with statistical significance. Specify your significance level (typically 0.05) and power (typically 0.80).
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Estimate Duration
Based on sample size and available traffic, calculate how long the experiment needs to run. Account for weekly patterns - avoid ending mid-week if behavior varies by day.
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Define Targeting and Allocation
Specify which users are eligible for the experiment and how traffic is split between variants. Document any exclusions (e.g., employees, specific segments).
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Set Success Criteria
Define upfront what constitutes a win, a loss, or an inconclusive result. This prevents post-hoc rationalization and moving goalposts.
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Document Risks and Mitigations
Identify what could go wrong and how you'll detect/address it. Include monitoring plans and rollback criteria.
Output Format
Use the template in references/TEMPLATE.md to structure the output. A complete design fills every template section: Overview; Hypothesis; Background; Variants; Metrics; Sample Size & Duration; Audience Targeting; Success Criteria; Risks & Mitigations; Implementation Notes; and References.
Quality Checklist
Before finalizing, verify:
Examples
See references/EXAMPLE.md for a completed example.
