Record the asset before evaluating it
An iteration log links a specific creative revision to the observation that prompted it. Record the asset name, version, format, product claim, approved source and destination. Store a link to an actual export if one exists, and note whether it is approved for internal or external use. Avoid copying private account data into the log.
The entries in this guide are fictional examples of how to structure a record. They are not actual review notes, user interviews or campaign results.
Separate the observation from the change
For a fictional demo, a review note could be recorded as: “Observation to verify: a reviewer could not identify the next-step section on the phone preview.” The proposed revision is “hold the section longer and move the caption away from the control.” The evidence field should link to the actual reviewed clip and feedback once those exist. Until then, label the entry a planning example.
Do not write “viewers preferred version B” unless a real review produced that conclusion. Do not invent watch time, conversions or a user quotation to make a decision appear conclusive.
| Field | Fictional planning entry | Evidence needed |
|---|---|---|
| Asset | Call-note demo, revision A | Approved original export |
| Observation | Control may be hard to identify | Actual reviewer feedback |
| Revision | Hold screen; move caption | Revised export |
| Next decision | Review comprehension | Real observations and conditions |
Make the next test specific
Record one change you intend to evaluate: for example, keep the same supported feature and compare a longer screen hold with the earlier cut. Record the intended audience, platform, observation period and metric definition. If the audience or offer also changes, note that a difference cannot be attributed solely to the screen hold.
For pre-publication comprehension, ask a reviewer to describe the feature and action. Save the actual response with permission rather than turning an imagined response into evidence.
Close the loop after a real review
Add the new export version and record what was actually observed. If sample size is small or conditions differ, write “inconclusive” and choose a sensible next step. Check that the product still supports every claim and that footage and screen data may be shared.
Retain the previous version and date so a team member can understand what changed. This log supports careful decisions; it does not guarantee improved reach or conversion.
Copy the planning worksheet
Use this worksheet in your own notes. Fill it with verified product details and actual review observations before sharing an asset.
Asset/version: __. Supported product claim: __. Actual observation/source: __. Revision: __. New export: __. Next test and limitations: __.Browse the founder guide library for the next task in your workflow.