Figure 9-3. Jaime (on left) and Jared (on right) talking about funnels while instructing the eight TradeYa Lean UX apprentices TradeYa’s testing phase ran from January 1, 2013 to February 28, 2013. Over the course of the first 30 days, the apprentices learned about analytics tools, set up those tools for TradeYa, and then acted as users themselves — trading and bidding on one another’s items — to test the product’s transaction funnel. They would then verify whether the tools were capturing the key metrics accurately. Any changes in hypotheses were also continually updated in the Funnel Matrix, which the entire team could view and track. For our measuring tools, we ended up using Google Analytics and KISSmetrics — the development team added JavaScript code to all HTML pages. Jared and I closely watched and guided the development to ensure that we got the data points we needed. This way, when we launched the MVP, we would be able to track all the desired actions required for users to successfully trade. LESSONS LEARNED To design for conversion, you really need to bring together a cross-functional team including