{"title":"Hypotheses, experiment cards and decisions","hypothesis_grammar":[{"lang":"text","code":"IF [INTERVENTION]\nis applied to [OBJECT]\nunder [CONDITIONS],\nTHEN [PRIMARY METRIC]\nwill change in [DIRECTION]\nbecause [MECHANISM],\nwhile [GUARDRAILS]\nremain within [THRESHOLDS]."},{"lang":"text","code":"IF the title proposition for the Calgary web design cost guide\nis rewritten to state the year, location, and estimator benefit,\nTHEN position-adjusted organic CTR will increase\nbecause relevance and expected utility become clearer,\nwhile qualified assessment rate does not decline by more than 10%."}],"compact_grammar":["IF [intervention]","is applied to [object]","under [conditions],","THEN [primary metric]","changes [direction]","because [mechanism],","while [guardrails] pass."],"experiment_card":[{"lang":"text","code":"Experiment ID:\nObject:\nConditions:\nAction:\nTools:\nResources:\nExpected outcome:\nFeedback source:\nConstraints:\nValue:\nFailure mode:\n\nLAKA level:\nMagnitude:\nRate:\nDirection:\nScope:\nDepth:\nDuration:\nFrequency:\nAcceleration:\nVariability:\nDetectability:\nReversibility:\nPropagation:\nAmplification:\nAccumulation:\n\nPrimary metric:\nBaseline:\nTreatment scope:\nComparison:\nMinimum exposure:\nDecision rule:\nGuardrails:\nRollback:\nOwner:"}],"decisions":[{"id":"continue","name":"Continue","block":"IF evidence is positive\nAND guardrails pass\nAND additional exposure is needed\nTHEN continue.","prose":[],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"Continue"}},{"id":"expand","name":"Expand","block":"IF positive effect is credible\nAND mechanism is transferable\nAND capacity permits\nTHEN expand to a defined cohort.","prose":[],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"Expand"}},{"id":"revise","name":"Revise","block":"IF mechanism appears valid\nBUT implementation is weak or guardrails fail mildly\nTHEN revise.","prose":[],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"Revise"}},{"id":"reverse","name":"Reverse","block":"IF primary outcome declines materially\nOR a critical guardrail fails\nAND rollback is feasible\nTHEN reverse.","prose":[],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"Reverse"}},{"id":"escalate","name":"Escalate","block":"IF the diagnosed failure is deeper than the current LAKA level\nAND expected value still exceeds cost\nTHEN escalate.","prose":[],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"Escalate"}},{"id":"retire","name":"Retire","block":"IF remaining value is low\nOR maintenance/risk is too high\nOR the asset has no distinct task\nTHEN consolidate, redirect, noindex, archive, or remove appropriately.","prose":[],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"Retire"}}],"decision_names":["CONTINUE","EXPAND","REVISE","REVERSE","ESCALATE","RETIRE","MONITOR"],"types":[{"id":"minor-element-test","name":"Minor element test","block":"","prose":["Examples:","- title proposition;","- snippet description;","- introductory answer;","- CTA wording;","- anchor text;","- small media change.","Best for high exposure and reversible mechanisms."],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"10.1 Minor element test"}},{"id":"major-asset-test","name":"Major asset test","block":"","prose":["Examples:","- full rewrite;","- new comparison;","- original data;","- tool or video;","- new evidence architecture.","Evaluate as an intervention package unless components can be separated."],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"10.2 Major asset test"}},{"id":"structural-test","name":"Structural test","block":"","prose":["Examples:","- page merge;","- template change;","- internal graph redesign;","- facet control;","- CRM linkage;","- site architecture.","Use cohort or time-series analysis and monitor propagation."],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"10.3 Structural test"}},{"id":"paradigm-test","name":"Paradigm test","block":"","prose":["Examples:","- calculator instead of article;","- benchmark instead of generic guide;","- verified directory instead of location-page set;","- interactive diagnostic instead of lead form;","- data API or agent action instead of static copy.","Primary value may include new demand, citations, brand searches, product adoption, and conversion."],"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"10.4 Paradigm test"}}],"comparison_designs":null,"observation_windows":null,"source":{"document":"05","file":"05-MEASUREMENT-AND-EXPERIMENT-SYSTEM.md","heading":"7–12"}}