IMPLEMENTATION BRIEFS
Know what to change, preserve, and track.
Morrow converts the approved experiment into a clear handoff for the person or team responsible for executing it.
Approved changes
The exact change being tested.
The brief specifies the exact customer, offer, copy, flow, or operational change being tested — nothing more.
Elements to preserve
What must remain unchanged.
Unrelated product and company behavior remain unchanged so the observed result stays interpretable.
Ownership and tracking
Who runs it, and what gets captured.
The brief defines who owns the work and which events or outcomes must be captured to evaluate the experiment.
Acceptance criteria
Ready to begin, not just written.
The test is ready to begin only when the implementation and measurement requirements are satisfied.