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Online Experimentation and AB Testing: Part 3: Experiment Design

3. Experiment Design

Experiment Design is the part of online experimentation and ab testing that turns the approved TOC into a concrete learning path. The subsections below keep the focus on Chapter 17's canonical job: measurement, reliability, uncertainty, and decision support for AI systems.

3.1 Hypotheses and decision rules

Hypotheses and decision rules is part of the canonical scope of online experimentation and ab testing. In this chapter, the object under study is not merely a dataset or a model, but the full online randomized experiment: the items, prompts, outputs, graders, uncertainty statements, and decision rules that turn model behavior into evidence.

The basic mathematical pattern is an empirical estimator. For a model or system $m$ evaluated on items $z_1,\ldots,z_n$, the local estimate is written

$$\widehat{\operatorname{ATE}} = \frac{1}{n}\sum_{i=1}^n Y_i(1)-Y_i(0).$$

The formula is intentionally simple. The difficulty lies in deciding what counts as an item, which loss or score is meaningful, whether the items are independent, and whether the estimate answers the real product or research question. For hypotheses and decision rules, those choices determine whether the reported number is evidence or decoration.

A useful invariant is that every evaluation claim should be reproducible as a tuple $(m,\mathcal{T},\pi,g,\rho)$, where $m$ is the system, $\mathcal{T}$ is the task sample, $\pi$ is the prompt or intervention policy, $g$ is the grader, and $\rho$ is the aggregation rule. If any part of this tuple is missing, the number cannot be audited.

Examples of correct use:

• Report hypotheses and decision rules with item count, prompt protocol, grader version, and a confidence interval.
• Use paired comparisons when two models answer the same evaluation items.
• Inspect at least one meaningful slice before concluding that the aggregate result is reliable.
• Store raw outputs so future graders can be replayed without querying the model again.
• Document whether the metric is measuring capability, reliability, user value, or risk.

Non-examples:

• A leaderboard point estimate without sample size.
• A benchmark score produced with an undocumented prompt template.
• A model-graded result without judge identity, rubric, or agreement check.
• A robustness claim measured only on the easiest in-distribution examples.
• An online win declared before the randomization and logging checks pass.

Worked evaluation pattern for hypotheses and decision rules:

1. Define the evaluation population in words before writing code.
2. Choose the smallest metric set that answers the decision question.
3. Compute the point estimate and an uncertainty statement together.
4. Run a slice or paired analysis to check whether the aggregate hides structure.
5. Archive raw outputs, scores, and seeds before changing the prompt or grader.

For AI systems, hypotheses and decision rules is especially delicate because the same model can be used with many prompts, decoding policies, tools, retrieval contexts, and safety filters. The measured quantity is therefore a property of the system configuration, not just the base weights.

Implementation checklist:

• Use deterministic seeds for synthetic or sampled evaluation subsets.
• Print metric denominators, not only percentages.
• Keep missing, invalid, timeout, and refusal outcomes explicit.
• Prefer typed result records over loose CSV columns.
• Separate raw model outputs from normalized grader inputs.
• Track the smallest reproducible command that generated the result.
• Record whether the estimate is item-weighted, token-weighted, user-weighted, or domain-weighted.
• Write the decision rule before seeing the final score whenever the result will guide a release.

The mathematical habit to build is skepticism with structure. A score is not ignored because it is noisy; it is interpreted through the design that produced it. Hypotheses and decision rules is one place where that habit becomes concrete.

3.2 Metric hierarchy

Metric hierarchy is part of the canonical scope of online experimentation and ab testing. In this chapter, the object under study is not merely a dataset or a model, but the full online randomized experiment: the items, prompts, outputs, graders, uncertainty statements, and decision rules that turn model behavior into evidence.

The basic mathematical pattern is an empirical estimator. For a model or system $m$ evaluated on items $z_1,\ldots,z_n$, the local estimate is written

$$\widehat{\operatorname{ATE}} = \frac{1}{n}\sum_{i=1}^n Y_i(1)-Y_i(0).$$

The formula is intentionally simple. The difficulty lies in deciding what counts as an item, which loss or score is meaningful, whether the items are independent, and whether the estimate answers the real product or research question. For metric hierarchy, those choices determine whether the reported number is evidence or decoration.

A useful invariant is that every evaluation claim should be reproducible as a tuple $(m,\mathcal{T},\pi,g,\rho)$, where $m$ is the system, $\mathcal{T}$ is the task sample, $\pi$ is the prompt or intervention policy, $g$ is the grader, and $\rho$ is the aggregation rule. If any part of this tuple is missing, the number cannot be audited.

Examples of correct use:

• Report metric hierarchy with item count, prompt protocol, grader version, and a confidence interval.
• Use paired comparisons when two models answer the same evaluation items.
• Inspect at least one meaningful slice before concluding that the aggregate result is reliable.
• Store raw outputs so future graders can be replayed without querying the model again.
• Document whether the metric is measuring capability, reliability, user value, or risk.

Non-examples:

• A leaderboard point estimate without sample size.
• A benchmark score produced with an undocumented prompt template.
• A model-graded result without judge identity, rubric, or agreement check.
• A robustness claim measured only on the easiest in-distribution examples.
• An online win declared before the randomization and logging checks pass.

Worked evaluation pattern for metric hierarchy:

1. Define the evaluation population in words before writing code.
2. Choose the smallest metric set that answers the decision question.
3. Compute the point estimate and an uncertainty statement together.
4. Run a slice or paired analysis to check whether the aggregate hides structure.
5. Archive raw outputs, scores, and seeds before changing the prompt or grader.

For AI systems, metric hierarchy is especially delicate because the same model can be used with many prompts, decoding policies, tools, retrieval contexts, and safety filters. The measured quantity is therefore a property of the system configuration, not just the base weights.

Implementation checklist:

• Use deterministic seeds for synthetic or sampled evaluation subsets.
• Print metric denominators, not only percentages.
• Keep missing, invalid, timeout, and refusal outcomes explicit.
• Prefer typed result records over loose CSV columns.
• Separate raw model outputs from normalized grader inputs.
• Track the smallest reproducible command that generated the result.
• Record whether the estimate is item-weighted, token-weighted, user-weighted, or domain-weighted.
• Write the decision rule before seeing the final score whenever the result will guide a release.

The mathematical habit to build is skepticism with structure. A score is not ignored because it is noisy; it is interpreted through the design that produced it. Metric hierarchy is one place where that habit becomes concrete.

3.3 Sample sizing

Sample sizing is part of the canonical scope of online experimentation and ab testing. In this chapter, the object under study is not merely a dataset or a model, but the full online randomized experiment: the items, prompts, outputs, graders, uncertainty statements, and decision rules that turn model behavior into evidence.

The basic mathematical pattern is an empirical estimator. For a model or system $m$ evaluated on items $z_1,\ldots,z_n$, the local estimate is written

$$\widehat{\operatorname{ATE}} = \frac{1}{n}\sum_{i=1}^n Y_i(1)-Y_i(0).$$

The formula is intentionally simple. The difficulty lies in deciding what counts as an item, which loss or score is meaningful, whether the items are independent, and whether the estimate answers the real product or research question. For sample sizing, those choices determine whether the reported number is evidence or decoration.

A useful invariant is that every evaluation claim should be reproducible as a tuple $(m,\mathcal{T},\pi,g,\rho)$, where $m$ is the system, $\mathcal{T}$ is the task sample, $\pi$ is the prompt or intervention policy, $g$ is the grader, and $\rho$ is the aggregation rule. If any part of this tuple is missing, the number cannot be audited.

Examples of correct use:

• Report sample sizing with item count, prompt protocol, grader version, and a confidence interval.
• Use paired comparisons when two models answer the same evaluation items.
• Inspect at least one meaningful slice before concluding that the aggregate result is reliable.
• Store raw outputs so future graders can be replayed without querying the model again.
• Document whether the metric is measuring capability, reliability, user value, or risk.

Non-examples:

• A leaderboard point estimate without sample size.
• A benchmark score produced with an undocumented prompt template.
• A model-graded result without judge identity, rubric, or agreement check.
• A robustness claim measured only on the easiest in-distribution examples.
• An online win declared before the randomization and logging checks pass.

Worked evaluation pattern for sample sizing:

1. Define the evaluation population in words before writing code.
2. Choose the smallest metric set that answers the decision question.
3. Compute the point estimate and an uncertainty statement together.
4. Run a slice or paired analysis to check whether the aggregate hides structure.
5. Archive raw outputs, scores, and seeds before changing the prompt or grader.

For AI systems, sample sizing is especially delicate because the same model can be used with many prompts, decoding policies, tools, retrieval contexts, and safety filters. The measured quantity is therefore a property of the system configuration, not just the base weights.

Implementation checklist:

• Use deterministic seeds for synthetic or sampled evaluation subsets.
• Print metric denominators, not only percentages.
• Keep missing, invalid, timeout, and refusal outcomes explicit.
• Prefer typed result records over loose CSV columns.
• Separate raw model outputs from normalized grader inputs.
• Track the smallest reproducible command that generated the result.
• Record whether the estimate is item-weighted, token-weighted, user-weighted, or domain-weighted.
• Write the decision rule before seeing the final score whenever the result will guide a release.

The mathematical habit to build is skepticism with structure. A score is not ignored because it is noisy; it is interpreted through the design that produced it. Sample sizing is one place where that habit becomes concrete.

3.4 Stratification and blocking

Stratification and blocking is part of the canonical scope of online experimentation and ab testing. In this chapter, the object under study is not merely a dataset or a model, but the full online randomized experiment: the items, prompts, outputs, graders, uncertainty statements, and decision rules that turn model behavior into evidence.

The basic mathematical pattern is an empirical estimator. For a model or system $m$ evaluated on items $z_1,\ldots,z_n$, the local estimate is written

$$\widehat{\operatorname{ATE}} = \frac{1}{n}\sum_{i=1}^n Y_i(1)-Y_i(0).$$

The formula is intentionally simple. The difficulty lies in deciding what counts as an item, which loss or score is meaningful, whether the items are independent, and whether the estimate answers the real product or research question. For stratification and blocking, those choices determine whether the reported number is evidence or decoration.

A useful invariant is that every evaluation claim should be reproducible as a tuple $(m,\mathcal{T},\pi,g,\rho)$, where $m$ is the system, $\mathcal{T}$ is the task sample, $\pi$ is the prompt or intervention policy, $g$ is the grader, and $\rho$ is the aggregation rule. If any part of this tuple is missing, the number cannot be audited.

Examples of correct use:

• Report stratification and blocking with item count, prompt protocol, grader version, and a confidence interval.
• Use paired comparisons when two models answer the same evaluation items.
• Inspect at least one meaningful slice before concluding that the aggregate result is reliable.
• Store raw outputs so future graders can be replayed without querying the model again.
• Document whether the metric is measuring capability, reliability, user value, or risk.

Non-examples:

• A leaderboard point estimate without sample size.
• A benchmark score produced with an undocumented prompt template.
• A model-graded result without judge identity, rubric, or agreement check.
• A robustness claim measured only on the easiest in-distribution examples.
• An online win declared before the randomization and logging checks pass.

Worked evaluation pattern for stratification and blocking:

1. Define the evaluation population in words before writing code.
2. Choose the smallest metric set that answers the decision question.
3. Compute the point estimate and an uncertainty statement together.
4. Run a slice or paired analysis to check whether the aggregate hides structure.
5. Archive raw outputs, scores, and seeds before changing the prompt or grader.

For AI systems, stratification and blocking is especially delicate because the same model can be used with many prompts, decoding policies, tools, retrieval contexts, and safety filters. The measured quantity is therefore a property of the system configuration, not just the base weights.

Implementation checklist:

• Use deterministic seeds for synthetic or sampled evaluation subsets.
• Print metric denominators, not only percentages.
• Keep missing, invalid, timeout, and refusal outcomes explicit.
• Prefer typed result records over loose CSV columns.
• Separate raw model outputs from normalized grader inputs.
• Track the smallest reproducible command that generated the result.
• Record whether the estimate is item-weighted, token-weighted, user-weighted, or domain-weighted.
• Write the decision rule before seeing the final score whenever the result will guide a release.

The mathematical habit to build is skepticism with structure. A score is not ignored because it is noisy; it is interpreted through the design that produced it. Stratification and blocking is one place where that habit becomes concrete.

3.5 Randomization checks

Randomization checks is part of the canonical scope of online experimentation and ab testing. In this chapter, the object under study is not merely a dataset or a model, but the full online randomized experiment: the items, prompts, outputs, graders, uncertainty statements, and decision rules that turn model behavior into evidence.

The basic mathematical pattern is an empirical estimator. For a model or system $m$ evaluated on items $z_1,\ldots,z_n$, the local estimate is written

$$\widehat{\operatorname{ATE}} = \frac{1}{n}\sum_{i=1}^n Y_i(1)-Y_i(0).$$

The formula is intentionally simple. The difficulty lies in deciding what counts as an item, which loss or score is meaningful, whether the items are independent, and whether the estimate answers the real product or research question. For randomization checks, those choices determine whether the reported number is evidence or decoration.

A useful invariant is that every evaluation claim should be reproducible as a tuple $(m,\mathcal{T},\pi,g,\rho)$, where $m$ is the system, $\mathcal{T}$ is the task sample, $\pi$ is the prompt or intervention policy, $g$ is the grader, and $\rho$ is the aggregation rule. If any part of this tuple is missing, the number cannot be audited.

Examples of correct use:

• Report randomization checks with item count, prompt protocol, grader version, and a confidence interval.
• Use paired comparisons when two models answer the same evaluation items.
• Inspect at least one meaningful slice before concluding that the aggregate result is reliable.
• Store raw outputs so future graders can be replayed without querying the model again.
• Document whether the metric is measuring capability, reliability, user value, or risk.

Non-examples:

• A leaderboard point estimate without sample size.
• A benchmark score produced with an undocumented prompt template.
• A model-graded result without judge identity, rubric, or agreement check.
• A robustness claim measured only on the easiest in-distribution examples.
• An online win declared before the randomization and logging checks pass.

Worked evaluation pattern for randomization checks:

1. Define the evaluation population in words before writing code.
2. Choose the smallest metric set that answers the decision question.
3. Compute the point estimate and an uncertainty statement together.
4. Run a slice or paired analysis to check whether the aggregate hides structure.
5. Archive raw outputs, scores, and seeds before changing the prompt or grader.

For AI systems, randomization checks is especially delicate because the same model can be used with many prompts, decoding policies, tools, retrieval contexts, and safety filters. The measured quantity is therefore a property of the system configuration, not just the base weights.

Implementation checklist:

• Use deterministic seeds for synthetic or sampled evaluation subsets.
• Print metric denominators, not only percentages.
• Keep missing, invalid, timeout, and refusal outcomes explicit.
• Prefer typed result records over loose CSV columns.
• Separate raw model outputs from normalized grader inputs.
• Track the smallest reproducible command that generated the result.
• Record whether the estimate is item-weighted, token-weighted, user-weighted, or domain-weighted.
• Write the decision rule before seeing the final score whenever the result will guide a release.

The mathematical habit to build is skepticism with structure. A score is not ignored because it is noisy; it is interpreted through the design that produced it. Randomization checks is one place where that habit becomes concrete.