Proof
Proof is evidence that supports a specific claim about work or an outcome. A screenshot can show that a page exists; a completed test can show how one journey behaved; a verified customer record can support a commercial result. Each proves something different. The evidence should match the claim without quietly stretching beyond what was observed.
Why it matters for your business
Good proof strengthens trust and improves decisions. It helps a team distinguish design progress, a successful launch and a measurable customer result rather than treating them as interchangeable achievements.
A business example
A booking confirmation test proves the tested route worked. It does not by itself prove an increase in monthly bookings.
Illustrative example.Your next step
State the claim first, then attach the smallest reliable evidence that supports exactly that claim.
Explore Klarnow