Setting a target outcome is the first and one of the most important steps in the Comparis Experimentation Framework. At Comparis, we work in an organization where objectives can be set bottom-up and are not dictated top-down. So take that chance and make it crystal clear what you want to achieve.
<aside> 💡 Start your experimentation process with a formulated target outcome.
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Why is this so important? Because your wanted outcome will set the frame where your actions should head at. Without a clear target, anything is valid and worth following. And you will have neither the time nor the resources to go after every single one of them.
Your specified outcome reflects a measurable benefit, which can be a business value or user value. At that stage, we accept that we don't know exactly what needs to be done to reach that outcome or if we reach the outcome at all. That is why we speak of a Benefit Hypothesis.
Achieving an outcome is like a journey. Be sure that you know where to start from. What is your reference point? What is the status quo you want to change? Until when? So your formulated target outcome contains at best a reference point or baseline, the wanted measurable change, and the rough time frame to get there. In other words, you state in advance, when you consider your Target Outcome as reached - this is your Definition of Done or your Acceptance Criteria. This is already reflected in the Jira-Template for Features:.
However, I invite you to print out the Target Outcome Template and write it down by hand. It is proven by many studies, that writing things down by hand helps you gain a deeper understanding.
<aside> 🎯 Benefit Hypothesis: I want to achieve
****user value, business effect
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<aside> ✅ Acceptance Criteria: I achieved the outcome as soon as
baseline, change, time frame
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For Example:
Target Outcome: "I want to increase my monthly net revenue.
I achieved the outcome as soon as it raised by 8% within the next two months (coming from 81.000 CHF, rising to monthly 87.500 CHF)"
But beware: do not mix up outcome with output. Defining the Output comes at a much later stage of the process.
<aside> 🎯 Outcome =
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<aside> 📤 Output = The actions, steps, stories, or items that might contribute to achieving an outcome
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As stated above, outputs refer to actions and steps that you actually do to achieve the outcome. What the outputs might be, is still unclear. At this stage, you probably only have assumptions or vague ideas about how you could reach it. Once you set a clear outcome, it is time to lay out the path to reach it. It is time to discover.
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