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Hypotheses driven UX Design

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Talk at the World Usability Day Berlin about hypotheses driven UX Design at mobile.de.

How can you base your design decisions on solution hypotheses to build up a better understanding of your audience. How can your UX process benfit from a hypothesis driven approach

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Hypotheses driven UX Design

  1. 1. 1 Besser werden mit dem Nutzer Hypothesen getriebenes User Experience Design Maximilian Wambach @mwambach1
  2. 2. 3 THE CURIOUS CASE OF A RESULT PAGE Numbers went down by too many %
  3. 3. 4
  4. 4. 5 LEAN UX CYCLE Think Check Make Build Measur e Learn Evans, W., “Lean UX is a useful fucking lie”
  5. 5. 6 FROM PROBLEM DISCOVERY TO SOLUTION DISCOVERY Found problem Design Ship
  6. 6. 7 ESTABLISHING A HYPOTESIS FORMAT We believe [this statement is true]. We will know if we’re [right or wrong] when we see the following feedback from the market: [qualitative feedback] and/or [quantitative feedback] and/or [key performance indicator change]. If [action] then [outcome] because [costumer need/problem]
  7. 7. What are our problem assumptions? Problems can be user and business driven 8 FROM PROBLEM DISCOVERY TO SOLUTION DISCOVERY Found problem Solution hypothesis Design Ship LEARNINGS What do we want to learn? How will we test? What is the best design to learn? What deliverables are needed? Prototype or fully functional? Business needs Validated customer hypotheses
  8. 8. 9 REVISITING THE CURIOUS CASE MORE LISTINGS • If we provide more listings on the screen then we can provide better comparability and offer more diversity on our platform because users like to compare a lot of listings on the result page (see qual. research) BETTER STRUCTURE • If we provide more structure to our listings then we achieve a better scanability because the user is able to scan the relevant information quicker BETTER PRIORIZATION • If we prioritize information according to user needs then we achieve better guidance because the user can see all relevant information at a glance
  9. 9. LISTINGS TO THE MAXIMUM BETTER STRUCTURE BETTER PRIORIZATION 10
  10. 10. 11 5 TAKEAWAYS FOR HYPOTHESES DRIVEN UX DESIGN Take your assumptions and state them as explicit hypotheses Let your team buy into stated hypotheses Force yourself to design according to your hypotheses Force yourself to test against your hypotheses Create a culture of learning by showing stakeholders the benefits of validated customer hypotheses
  11. 11. 12 Danke für Ihre Aufmerksamkeit!
  12. 12. 13 Sources and useful links Blank, Steve: “Four Steps to Epiphany”, http://debane.org/franck/wp-content/ uploads/Steve-Blank-The-Four-Steps-to-the-Epiphany.jpg Evans, Will: “Lean UX is a fucking useful lie”, http://de.slideshare.net/willevans/leanux-is-a-fucking-lie Gothelf, Steve: “Lean UX” Ries, Eric: “The Lean Startup”

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