The Experimentation Field Book

Experimentation is an essential part of innovation. It is the link between generating new ideas and putting them into practice. We are constantly experimenting in our daily lives, and organizations place great value on testing new products, services, and strategies. Yet there is a shortage of actionable guidance on how to design and execute high-quality experiments for practical purposes.

This book is a hands-on manual for crafting and conducting useful experiments in real-life settings. It guides readers from any background or discipline through the fundamentals of identifying testable ideas, selecting an evidence base, prototyping, and testing, building users' skill sets and channeling their creativity through an interactive, exercise-oriented format. The book details a step-by-step framework, with user-friendly instructions and a case study illustrating the process at work at each step, as well as templates for readers to customize in their own projects. It draws on design thinking as well as other practical business approaches. From the classroom to the practice world, The Experimentation Field Book is a vital tool kit for all problem solvers and innovators seeking to address today's pressing challenges.

This is one of those rare books that everyone should read. We are in the era of smart technology that will require every person and organization to learn, unlearn, and relearn at the pace of technological change. This book will help you become a faster, better learner. -- Edward D. Hess, professor emeritus of business administration, Darden School of Business, and author of fifteen books including Own Your Own Work Journey! The Path to Meaningful Work and Happiness in the Age of Smart Technology and Radical Change
Liedtka, Chen, Foley, and Kester present the most detailed and structured articulation of the experimentation process I've seen outside of the sciences. The Experimentation Field Book allows those skilled in the art to put these methods to practice immediately. -- Graham Henshaw, director of the Alan B. Miller Entrepreneurship Center, William and Mary
It used to be that we would tinker, try things out, prototype, and ask around and see how our vision of a new service formed. Forget how it used to be. Experimentation has grown up. The ideas and templates in this practical and accessible field book are the most clear and concise I’ve ever seen on using intelligent experimentation to surge through to success, collaboratively and cost-effectively. -- Eddie Obeng, professor of innovation and entrepreneurship, Henley Business School, and innovation lead and educator, Pentacle: The Virtual Business School
Experiments are conducted every day in business to test if new ideas work before investing heavily in them. But many companies lack the right skills to experiment effectively. This book provides an indispensable guide all the way through, from framing the experiment and gathering the evidence for it to building the prototype, analyzing the results, and making the right adaptations. It’s sharp, succinct, and actionable, with four great case studies driving the narrative. And you won’t need to go near a science lab to learn the process! -- Jeremy Myerson, director, WORKTECH Academy, and professor emeritus, Royal College of Art
With software and AI consuming more and more economic value, it's not an exaggeration to say experiments are the future of business. Without the creative confidence this book offers, you're playing at a disadvantage. -- Alex Cowan, author of Hypothesis-Driven Development: A Guide to Smarter Project Management
In an ever-evolving world filled with challenges, the power to leverage innovation is paramount for individuals, teams, and organizations alike. Yet, navigating the practicalities of adopting new technologies and facilitating successful change can be a daunting endeavor. Enter The Experimentation Field Book – a refreshingly pragmatic guide that offers actionable insights for tackling transformational goals, whether they are small-scale initiatives or larger endeavors. With this invaluable resource at your disposal, you'll not only embrace change but also lead it with exceptional effectiveness. -- Stephen Jamieson, Global Head of Circular Economy Solutions, SAP
The Experimentation Field Book covers the end-to-end process of experimentation in a very accessible way. An excellent and logical work. -- Jeremy Hutchison-Krupat, University of Cambridge Judge Business School

Jeanne Liedtka is the United Technologies Corporation Professor of Business Administration at the Darden Graduate School of Business Administration at the University of Virginia and a leading expert and author on design thinking.

Elizabeth Chen is the design thinking lead at Innovate Carolina, the unit for innovation, entrepreneurship, and economic development at the University of North Carolina at Chapel Hill.

Natalie Foley is the director of advisory services for Opportunity@Work, a startup social enterprise, where she uses experimentation to launch new products and services. Previously, she was the CEO of Peer Insight, a venture studio and innovation consulting firm.

David Kester is the managing director and founder of the strategic design consultancy DK&A and the executive training school Design Thinkers Academy London. He is a former CEO of the UK Design Council and honorary professor at Warwick Business School.

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