# ASO Agency — Lesson 36: ASO creative testing: write an experiment brief

Outcome: Write a complete hypothesis and production brief that can lead to an interpretable test.

App / store / market / locale:
Prepared by / date:
Product or listing version:

## Your ASO assignment

1. Complete the experiment planner for one creative hypothesis.

Your response:

2. Attach the exact control and treatment asset versions.

Your response:

3. Write positive, negative and inconclusive decision paths.

Your response:

## Scenario challenge

A designer changes the opening image, icon and all captions together. Rewrite the brief as a package test and explain which individual causal claims the eventual result will not support.

Your reasoning:

## Handover

### Hypothesis

Connect observation, change and expected user behavior with explicit uncertainty.

Your evidence and decision:

### Asset manifest

Provide exact control and treatment files, order, locale and approvals.

Your evidence and decision:

### Measurement

Define primary outcome, denominator, guardrails and platform method.

Your evidence and decision:

### Operating plan

Assign launch QA, monitoring and responsibility for concurrent-change records.

Your evidence and decision:

### Decision rules

Write actions for improvement, decline and inconclusive evidence before launch.

Your evidence and decision:

## Submission check

- [ ] The proposed conclusion matches what the design can identify.
- [ ] Assets and eligible audience are specified before launch.
- [ ] An inconclusive outcome has a useful next action.

## Next action
Owner:
Required evidence:
Due date:
Review decision:

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