Optimizing the development of unconventional resources is a complex process, with significant uncertainty in reservoir characterization, completion effectiveness, and drainage efficiency. The primary parameters in the optimization are: stage length, cluster spacing, fluid type and volume, proppant type and loading, well spacing, landing zone(s), and lateral length. To improve over time, operators: evaluate alternatives, trial new designs, evaluate results, and iterate. This paper provides perspectives from industry practitioners on this process. It discusses: (a) defining objectives, (b) integrating information, (c) evaluating alternatives, (d) designing field trials, (e) evaluating outcomes, and (f) maximizing the value of field trials with diagnostic data collection.