Outcome
Outcome is not the same as impact claim
- Outcome is what should improve for the user.
- Success signal is what the team should measure, test, or observe.
- Weak evidence should lead to a next test, not a fake claim.
Weak versus strong
Outcome
Weak
Conversion increased.
Strong
Student can save a shortlist with confidence.
Signal
Weak
People like it.
Strong
Student can explain why each saved item fits.
Next test
Weak
Ship and see.
Strong
Prototype comparison with five students.