Ideas should be submitted to an idea pipeline, following a templated format by which they should be submitted. It’s important to standardize the format so that ideas can be quickly evaluated, without the team needing to ask lots of questions. Instead of vague suggestions like “Our sign-up form is too hard; we should make it easier to sign up,” submissions must articulate exactly what change is to be tested, the reasoning behind why that change might improve results, and an explanation of how results should be measured.
