Hi there, I led growth and brand at my last startup and we used a simple Google Sheet to track all of our changes. We did this to centralize our learnings across product, customer service and marketing so that we had a really simple log of all changes (you could use other tools, but GSheets worked well for us).

The most important advice I’d give you would be to think about everything as an experiment. Writing down why you’re doing what you’re doing, what you expect to happen, and what actually happened are important.

We used the following columns. Each ‘owner’ of an experiment was responsible for filling out the experiment and the results of each experiment.

• Experiment - Describe the experiment, feature, or change to the customer experience (example: Run Meta advertising using themes of shareholder advocacy issues our customers care about, like CEO pay)
• Hypothesis - What do you expect will happen as a result of implementing this change? Use ‘IF’ and ‘THEN’ to frame your statement. (example: Example: IF we speak to people’s frustration with the issues that shareholder advocacy can address THEN they will be motivated to sign up to the beta relase)
• Metrics - What will you measure to know if your experiment is successful? (example: Thumbstop ratio, CTR, conversion rate)
• Date live - When did you set the experiment live?
• Duration - How long will the experiment run for?
• Results - What happened? Use the metrics you defined in ‘metrics’
• Decision - What will you do as a result of this experiment? (Example: Use same message - advocate against CEO pay raise in more / different formats)

Hope this helps!