# First-Win Field Kit
Outcome Driven • Ashley Kays • Working copy for a single customer journey

A planning tool, not a verified audit or a growth forecast. Keep customer data anonymous. Choose one journey and one next experiment.

## 1. Map the first useful result
Product / journey:
Owner:
Review date:
The customer is trying to:
The first useful result is:
The promise that brought them here:

| Stage | What the person sees / does | Evidence we have | Possible obstacle |
|---|---|---|---|
| Arrives | | | |
| Signs up | | | |
| Starts the first task | | | |
| Reaches useful value | | | |
| Returns / takes next step | | | |

What we observed directly:
What we are assuming:
The one place we will investigate first:

## 2. Write the lifecycle message brief
Eligible customer / stage:
Entry trigger and source event:
What they have not yet completed:
The useful help this message provides:
One action and its exact destination:
When the message is appropriate:
Stop / exit condition (including completion and opt-out):
Frequency limit / suppression rule:
Test contact and expected behavior:
Who checks the destination and event:

Working message:
Subject:
Body:
CTA:

## 3. Choose one experiment
Observed problem:
Evidence source and period:
Hypothesis:
One change:
Why it might help:
Owner and dependencies:

Primary metric = eligible people completing [defined useful action] within [window] / eligible people who entered [defined cohort].

Eligible cohort and exclusions:
Baseline count / denominator / period (or "not measured"):
Primary event:
Observation window:
Comparison design or descriptive review:
Guardrails (errors, complaints, support burden, opt-outs):
Time / cost limit:
Decision rule agreed before the test:
Rollback plan:

## 4. Record what actually happened
Evidence label: measured work / public case analysis / illustrative example
Change date and observation period:
Before: numerator / denominator / rate:
After: numerator / denominator / rate:
Absolute difference in rates (percentage points):
Relative change, where baseline is nonzero:
Traffic / audience / product changes that occurred too:
Sample and measurement limitations:
Delivery and acquisition costs:
Guardrails:
What we can conclude:
What remains unknown:
Keep / revise / stop and why:
Next owner and action:
Permission to share this publicly:

Example only: 20/100 to 30/100 is 20% to 30%, +10 percentage points, +50% relative. This is not a measured client result, and different cohorts alone do not establish causality.

Need implementation help? Review the Growth Fix scope through Outcome Driven / Waymaker Agency. Do not assume a resource download has booked or purchased a service.