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
4. 5
LEAN UX CYCLE
Think
Check Make
Build
Measur
e
Learn
Evans, W., “Lean UX is a useful fucking lie”
5. 6
FROM PROBLEM DISCOVERY TO SOLUTION
DISCOVERY
Found
problem
Design
Ship
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. 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. 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. LISTINGS TO THE MAXIMUM BETTER STRUCTURE BETTER PRIORIZATION
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