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We can then start sketching out new trees by looking at these ideas and our list of planned content. It’s typical to rough out 2-5 different trees at this stage, down to level 2 or level 3, just to explore how they might work. You We might do this yourselfourselves, or (even better) you we might involve the whole team to get a wider variety of informed ideas.
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It’s too early to finalize our thinking; we probably haven’t done enough research and we haven’t actually tested our idea with users. If it doesn’t work out, what do we do – start over? If you we only create (and test) a single site tree, you’re we’re taking a big (and unnecessary) risk.
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Consider also that the “other members” that you we get input from might include the CEO. And (trust us), if you we need to shoot down their out-of-left-field idea, it’s much easier to do that with objective data from testing than just your our personal opinionopinions. 
Guarding against genius design
Perhaps most importantly, testing lots of ideas early on avoids the peril of genius design. By that, we mean designers who believe they are talented, and tend to believe that all their ideas are good ones.
If you we have a “genius” designer on the project, we must tread very carefully. Because when a designer falls in love with a single idea early on, it’s really hard for them to get away from it.
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Keeping it cheap and fast
If you we were expecting that tree testing to be a one-off trick – build a tree, test it, and you’re we’re done – you it may be alarmed alarming that we recommend several rounds of testing, with several trees, winnowing and refining them until we get a single high-performing tree.
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