The decisions you make in the [design](/docs/feature-experiment/workflow/define-goals) phase define your experiment's success. Define your experiment's purpose and goals before you start to gain useful, actionable insights.

For example, you want to run a hypothesis testing experiment with a direction setting of "increase" and a minimum goal (MDE) of 2%. This setting means you expect the metric to increase by at least 2%. If you change the experiment type to *Do No Harm*, you expect the metric to "not increase by 2%". A good use case for a Do No Harm experiment is launching a service agreement in your app and then testing for a lack of change in user retention.

To create a new experiment, [install an SDK](/docs/sdks/experiment-sdks) or call the [evaluation API](/docs/apis/experiment/experiment-evaluation-api).

Before you launch, estimate run time and viability with the [Duration Estimator](/docs/feature-experiment/workflow/experiment-estimate-duration).

## Create a feature experiment

1. Go to *Create > Experiment*, and select **Feature**.
2. Complete the following fields:
    - **Name**: enter the name of the experiment for future reference.
    - **Project**: select the project in which this experiment operates.
    - **Experiment type**: select from the following:
      - **A/B test**: test one or more variants with a goal of improving a metric. Run A/B tests using hypothesis testing or do-no-harm methodologies. For more information, refer to [Define your experiment's goals](/docs/feature-experiment/workflow/define-goals).
      - **[Multi-armed bandit](/docs/feature-experiment/workflow/multi-armed-bandit-experiments)**: Amplitude allocates an increasing amount of traffic to the winning variant, based on the primary metric, until it reaches 100% allocation.
    - For web experiments, enter the *Targeted Page URL* where this experiment runs.
3. Optionally, complete the following fields:
   - **Key**: keys are unique to experiments and identify which experiments a user participates in. You can edit keys until you run the experiment.
   - **Evaluation mode**: select whether the experiment runs locally or on Amplitude's Experiment servers. For more information, refer to [Local evaluation](/docs/feature-experiment/local-evaluation) and [Remote evaluation](/docs/feature-experiment/remote-evaluation).
   - **Bucketing unit**: select the unit Amplitude uses to assign variants, either `User` or `Group`.
4. Select **Create**.

After Amplitude creates the experiment, configure additional aspects of the experiment. Go to [Define your experiment's goals](/docs/feature-experiment/workflow/define-goals) for next steps.