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![We believe that [creating this experience] for [this persona]
Will achieve [desired outcome].
We will know our hypothesis is valid if [measurable metric].
Writing a hypothesis
Furthermore Design](https://image.slidesharecdn.com/predyhypothesisdrivendesign-180511174825/85/Hypothesis-Driven-Design-Get-Experimental-19-320.jpg)
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Hypothesis Driven Design: Get Experimental
The document discusses hypothesis-driven design, emphasizing its importance in product development to avoid wasted time on unvalidated ideas. It outlines how to formulate and test design hypotheses through collaborative, evidence-based approaches, providing examples and metrics for validation. Key takeaways include the necessity of research, acceptance of failure as a learning process, and the importance of continuous testing and refinement in design.
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Hypothesis Driven Design: Get Experimental
- 1. Hypothesis Driven Design: GetExperimental FITC Spotlight UI/UX 2018 Leslie Predy
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- 4. In this talk •Background • Why you should use hypothesis driven design • When a hypothesis is useful • How to define and test a hypothesis • Takeaways
- 5. The problem withmany startups is that you spend months or years doing research, writing requirements, designing and building software… …and discover no customer or user cares. —Will Evans
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- 11. Design Hypothesis Take anassumption that your concept or design is based on, something that you believe to be true. Phrase it in a way that allows it to be proven or disproven using research or experiments. The results of these experiments will tell you whether understand your user’s behavior and the potential or the pitfalls of your concept. What is a design hypothesis?
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- 13. Collaborative • Shared understandingof goals • Get cross functional team buy in Evidence based • Informed insights back up your design decisions and roadmap Holistic • Give structure to design explorations • Quick validation of concepts Why use design hypotheses?
- 14. When to usedesign hypotheses UK Design Council
- 15. Double Diamond Is theconcept right? Is the solution right?
- 16. How To CreateYour Hypothesis
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- 18. Assumptions Have a postit party • Engage with your team • Identify the 4Ws • Who, what, where, why
- 19. We believe that[creating this experience] for [this persona] Will achieve [desired outcome]. We will know our hypothesis is valid if [measurable metric]. Writing a hypothesis Furthermore Design
- 20. We believe thathaving lists of verified hosts for potential renters will make skeptical renters more likely to book. We will know our hypothesis is valid: • If potential renters choose verified hosts over (equivalent) other hosts for 60% of their bookings. • If over 50% of undecided renters say they are willing to book with a verified host. Vacation Rental App Example
- 21. We believe thathaving lists of verified hosts for renters will make renters feel more comfortable about their stay. We will know our hypothesis is valid if over 80% of renters say their stay was a positive experience and accurate with the listing. Vacation Rental App Example
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- 23. What type datado you need?
- 24. Qualitative: Interviews • Faceto face interviews • Journey mapping • Co-creation
- 25. Qualitative: Observation Prototypes Low Fidelity •Paper prototype • Test concepts quickly • No coding Medium Fidelity • Invision, Axure, Principle, etc. • Test interactions • Validate workflows
- 26. Quantitative Analytics • Surveys • Usagedata & metrics • Mixpanel, Fullstory, etc.
- 27. We believe thathaving lists of verified hosts for potential renters will make skeptical renters more likely to book. We will know our hypothesis is valid: • If potential renters choose verified hosts over (equivalent) other hosts for 60% of their bookings. • If over 50% of undecided renters say they are willing to book with a verified host. Vacation Rental App Example
- 28. We believe thathaving lists of verified hosts for renters will make renters feel more comfortable about their stay. We will know our hypothesis is valid if over 80% of renters say their stay was a positive experience and accurate with the listing. Vacation Rental App Example
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- 31. Return on research Adaptedfrom Jakob Nielsen
- 32. Return on research Noresearch = no insights
- 33. Learn & Improve •Your metric may be wrong • Refine your experiment • Your hypothesis may be false • Be prepared to change direction • Failure is an important part of learning • Value the gap: ask more questions Analyze & Refine
- 34. There are knownknowns. These are things we know that we know. There are known unknowns. That is to say, there are things that we know we don't know. But there are also unknown unknowns. There are things we don't know we don't know. —Donald Rumsfeld
- 35. Be mindful: • Youwill never know with certainty how your product will be used unless you build it • It’s hard to pick up on weak signals • The longer you spend on a design, the less likely you’ll be to discard it • Keep it lean—test often and make it easy so you can experiment • Don’t stifle creativity, but verify your decisions Takeaways
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