Worksheet for chapter 11, How to learn from app growth experiments
Worksheet 11 — Decision journal
Use with chapter 11, From action to learning. One entry per decision. Keep it short. Copy this page as often as you need.
Entry
ID: ______ App: ______________ Date decided: __________ Linked cards: decision card ☐ test brief ☐ measurement card ☐
A. Decision (before acting)
- Chose: ______________________________________
- Evidence: ______________________________________
- Rejected alternatives and why: ______________________________________
- Prior belief: ______________________ Confidence: ☐ low ☐ moderate ☐ high
- Expected result: ______________________________________
B. Execution (what actually happened)
- Started: __________ Finished: __________
- Differences from the plan: ______________________________________
- Other changes in the same period: ______________________________________
C. Outcome (when the measurement window closes)
- The metric changed? ☐ yes ☐ no ☐ within normal range — detail: ______________
- The goal was reached? ☐ yes ☐ partly ☐ no
- Our action caused it? ☐ strong evidence ☐ weak ☐ not established
- Verdict: ☐ worked ☐ did not work ☐ harmful ☐ inconclusive
- Decision taken on the outcome: ______________________________________
D. Learning
- Updated belief: ______________________________________
- Confidence now: ☐ low ☐ moderate ☐ high (moved from ______ because ______)
- Would revise if: ______________________________________
- Next use of this learning: ______________________________________
Monthly review (30 minutes)
Month: __________ Entries reviewed: ____
| Question | Notes |
|---|---|
| Which beliefs changed this month? | |
| Which should change what I do by default? | |
| Right for the wrong reasons / wrong for good reasons? | |
| Open questions that keep coming back (candidates for a proper test) | |
| Null or negative results worth remembering |