Artifact: A/B Experiment Design — Kestrel Onboarding Checklist

An experiment design for the onboarding checklist solution -- exercises co-15. Kestrel is a fictional product; every quoted number, question, or finding here is an illustrative, constructed example, not real data or a real transcript.

Hypothesis: adding a 3-step onboarding checklist during signup increases the share of new teams that publish their first schedule within 3 days (the activation metric), without hurting signup completion.

Primary metric (OEC): % of new signups that publish a first complete schedule within 3 days.

Guardrail: signup completion rate (the % of people who start the signup form and finish it) must not drop by more than 2 percentage points -- a checklist that adds enough friction to scare people off during signup itself would be a worse outcome than the activation problem it's meant to fix.