Are you interested in getting into the nitty-gritty of digital analytics, but are you scared it might be complex, difficult and easy to make mistakes? This is a fast-forward past the stumbling blocks that I encountered.
If you plan to conduct usability tests in order to validate your hypotheses, the best case scenario is that these tests go to waste. The worst case scenario is that you opt out of using great ideas.
“A backlog is just a list of untested hypotheses. The only acceptance criterion is business outcome.” Jeff Gothelf’s words sound smart enough. But how do things work out in practice?
