One of my targets as a product manager is to increase conversion rates from visitors to leads. To make it happen we need to test hypotheses that may drive conversion and know why and how they work and change user behavior. To make this process result-oriented and transparent I’ve built a process where all the ideas go through the funnel and become prioritized and detailed before they end up as a user story in the JIRA backlog.

In general, all the hypotheses go through the bank idea, initial team prioritization, impact analysis, ICE prioritization, experiment design and testing. As they move through each step some them may go away or change and some become new features in the product.