{
  "project": {
    "project_name": "Checkout redesign",
    "domain": "e-commerce",
    "product_type": "web app",
    "platform": "web",
    "market": "US",
    "project_description": "We want to test a simplified checkout flow."
  },
  "hypothesis": {
    "change_description": "Reduce checkout from 4 steps to 2",
    "target_audience": "new users on web",
    "business_problem": "checkout abandonment is high",
    "hypothesis_statement": "If we simplify checkout, purchase conversion will increase because the flow becomes easier.",
    "what_to_validate": "impact on conversion",
    "desired_result": "statistically meaningful uplift"
  },
  "setup": {
    "experiment_type": "ab",
    "randomization_unit": "user",
    "traffic_split": [50, 50],
    "expected_daily_traffic": 12000,
    "audience_share_in_test": 0.6,
    "variants_count": 2,
    "inclusion_criteria": "new users only",
    "exclusion_criteria": "internal staff"
  },
  "metrics": {
    "primary_metric_name": "purchase_conversion",
    "metric_type": "binary",
    "baseline_value": 0.042,
    "expected_uplift_pct": 8,
    "mde_pct": 5,
    "alpha": 0.05,
    "power": 0.8,
    "std_dev": null,
    "secondary_metrics": ["add_to_cart_rate"],
    "guardrail_metrics": [
      {
        "name": "Payment error rate",
        "metric_type": "binary",
        "baseline_rate": 2.4
      },
      {
        "name": "Refund value",
        "metric_type": "continuous",
        "baseline_mean": 18,
        "std_dev": 6.5
      }
    ]
  },
  "constraints": {
    "seasonality_present": true,
    "active_campaigns_present": false,
    "returning_users_present": true,
    "interference_risk": "medium",
    "technical_constraints": "legacy event logging",
    "legal_or_ethics_constraints": "none",
    "known_risks": "tracking quality",
    "deadline_pressure": "medium",
    "long_test_possible": true
  },
  "additional_context": {
    "llm_context": "Previous tests showed mixed results. Team worries about event quality and segmentation."
  }
}