Overview: Goal — measure incremental revenue impact of a multi-step checkout simplification (web + mobile) in three countries (A, B, C). Below is a work-back plan with tasks, owners, dependencies, acceptance criteria, and estimated durations.
- Align scope & success metrics (3 days)
- Owner: Data Analyst + Product Manager
- Dependencies: Stakeholder sign-off
- Acceptance: Agreed primary metric (incremental revenue per user), secondary metrics (conversion rate, AOV, retention), confidence level (95%) and min detectable effect (MDE)
- Duration: 3 days
- Experiment design & sample sizing (4 days)
- Owner: Data Analyst
- Dependencies: Metrics, traffic estimates from Analytics/PM
- Acceptance: Randomization plan, MDE, required sample size per country/platform, blocking strategy
- Duration: 4 days
- Instrumentation & event schema (7 days)
- Owner: Analytics Engineer / Data Engineer
- Dependencies: Finalized event list from Product/PM
- Acceptance: Events implemented for checkout steps, revenue, user identifiers on web/mobile; QA test plan
- Duration: 7 days
- Feature rollout & QA (engineering) (10 days)
- Owner: Engineering + QA
- Dependencies: Instrumentation, feature build
- Acceptance: Feature deployed behind flags; QA passes on web/mobile; telemetry visible in staging
- Duration: 10 days
- Data pipeline validation (5 days, parallel with step 4)
- Owner: Data Engineer + Data Analyst
- Dependencies: Instrumented events flowing to warehouse
- Acceptance: Event counts match expected ranges; test cohort queries return consistent user-level revenue; documented ETL
- Duration: 5 days
- Pilot test / burn-in (5 days after deployment)
- Owner: Product + Data Analyst
- Dependencies: Deployment, pipeline validated
- Acceptance: No major telemetry gaps; initial sanity metrics within expected ranges
- Duration: 5 days
- Run experiment for required sample (duration determined by sample size)
- Owner: Product + Data Analyst
- Dependencies: Pilot passed
- Acceptance: Reach required sample size per country/platform; maintain experiment integrity (no cross-contamination)
- Duration: Variable — estimate 2–6 weeks per country depending on traffic
- Analysis & modeling (7 days after run completes)
- Owner: Data Analyst
- Dependencies: Finalized experiment data
- Acceptance: Causal uplift estimate for revenue with 95% CI per country/platform; adjustment for covariates if needed; sensitivity checks
- Duration: 7 days
- Cross-country aggregation & segmentation (4 days)
- Owner: Data Analyst
- Dependencies: Country-level results
- Acceptance: Aggregated revenue impact, heterogeneity analysis (device, user cohort)
- Duration: 4 days
- Business review & recommendations (3 days)
- Owner: Data Analyst + Product Manager
- Dependencies: Analysis complete
- Acceptance: Presentation with clear recommendation (full rollout, partial, or rollback), expected revenue lift, risks, and next steps
- Duration: 3 days
- Monitoring & post-rollout validation (14 days post-rollout)
- Owner: Data Analyst + Observability/Analytics
- Dependencies: Rollout decision
- Acceptance: Post-rollout revenue matches experimental uplift within tolerance; alerts for regressions
- Duration: 14 days
Key dependencies/risks:
- Accurate instrumentation is critical — failures invalidate results.
- Traffic variability across countries may extend run time.
- Legal/privacy constraints for identifiers in each country.
Total baseline (excluding variable experiment run): ~48 days + experiment run time.
