Rapid, small experiments play a crucial role discovering what works and what not. In a later stage experiments are used to test and validate ideas, gather real-world feedback, and iterate on solutions. In each iteration of the experiment, the assumptions to be validated are defined, and the results are measured to see if they are correct or not.

Every experiment requires a good hypothesis to benchmark the results, enabling new insights. Thereby fostering innovation and ensuring that the final idea meets user needs effectively.