DM10: Capstone: three growth and analytics projects for MittiMart
Demo, self-review and case studies
🎯You'll be able to
Run all 28 tests together, write design notes for advertising and growth, record a demo that shows failures as well as fixes, and write honest case studies.
🏠The everyday picture
A carpenter showing a finished cupboard opens every door, shows the joints, and points out the one hinge they'd do differently next time. That honesty is what makes the next customer trust them.
📘What it really is
- All together:
npm testwith 28 of 28 passing in one run (about 40 seconds). -
Design notes (
capstone/design-notes-template.md): an advertising plan with channels, illustrative budgets and an incrementality test (DM8); one ad automation with safety controls; a growth feature (referral, share or lifecycle message) with consent, abuse controls and a holdout (DM9); and how you'd measure everything after launch. Mark anything untried "not verified". -
The demo (
capstone/demo-script.md, 10 to 15 minutes): the starter's problems, the consent banner and the terminal staying silent after Reject, a full journey's events, the experiment's cleaning and decision, the SEO fixes and the traffic figures with their limits, and the tests. -
Case studies (
capstone/case-study-template.md): three short ones, one per project: the problem, what you did, before and after, results with figures labelled as practice-kit data, limits, and what you learned. -
Self-review: your work against the marking guides, with "not verified" for anything you couldn't run (for example GA4, Google Tag Manager, Search Console, an ad account, Windows or macOS).
📝A worked example
Input: a case study draft: "I increased MittiMart's search traffic by 85% and built GDPR-compliant tracking."
Steps:
- Check each claim: the traffic figures are invented practice data and partly seasonal; the kit was built for India's DPDP Act and nothing was reviewed by a lawyer.
- Rewrite: "In the practice kit, clicks rose from 993 to 1,841 in the 28 days after the fixes (practice-kit data), with seasonal demand also rising; the consent flow follows the DPDP Act's tests for consent and withdrawal, as checked by the kit's tests."
- Add a limit and what you'd do with a real site.
Expected output: a case study that a hiring manager can trust, because every figure says where it comes from.
🌍Where it's used
- Job applications for growth, analytics and SEO roles.
- Agency pitches, where honest case studies win long-term clients.
- Internal reviews, where teams present what they shipped and learned.
📝Case scenario
Two candidates presented similar SEO projects. One claimed "300% growth"; the other showed the before-and-after figures, the season, a comparison with unchanged pages, and one fix that didn't help. The interviewers hired the second candidate, saying they'd trust their reports.
🖱️Try it
Write the opening paragraph of one case study using the template, with every figure labelled. Success: a reader can tell which numbers came from the kit and which are illustrative.
⚠️Common mistakes
- Only showing successes. Sign: a demo with no failures. Fix: show a test failing and then passing, and one limit.
- Unlabelled figures. Sign: "85% growth" with no source. Fix: "practice-kit data" or "illustrative" beside each.
- Claims beyond the kit. Sign: "GDPR compliant", "GA4 certified". Fix: say what the tests checked, and mark the rest not verified.
🛠️For your project
The capstone is complete when all 28 tests pass together, the design notes, demo, case studies and self-review are done, and the capstone self-check on the Projects page is ticked.
✅Quick check
What should the demo show besides the finished work?
Show the answer
At least one failure and how it's handled, and the limits of the results.
How should figures be labelled in case studies?
Show the answer
As practice-kit data or as illustrative, with where each comes from.