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Hypothesis Driven Design: Get Experimental

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Veröffentlicht am

presented at Spotlight UX/UI
on May 10, 2018

More info at http://fitc.ca/event/uxui2018/

Hypothesis Driven Design: Get Experimental
by Leslie Predy, Autodesk

Overview
What could put your project at risk of failing? Do you (or other stakeholders) have assumptions that are wrong but go unchallenged until the actual project delivery? Validating your assumptions early ensures you’re designing and building the right thing. What’s an easy way to do this? Think back to high school science class–you can create a hypothesis, test it, and learn from it!

Hypothesis driven design has its roots in the scientific method, but is being used more frequently in design practice, playing a key role in methods such as Lean UX. This talk will go over how to get started with design hypotheses, and its benefits.

Objective
Attendees should walk away with an understanding of hypothesis driven design, and how it can benefit their design work.

Target Audience
Designers/developers/product managers interested in finding out if their assumptions are right or wrong.

Five Things Audience Members Will Learn
How to identify the assumptions that your design is based on
How to define a hypothesis
Methods to test your hypothesis
How to apply the findings to make your designs more awesome
Case studies and strategies


Veröffentlicht in: Design
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Hypothesis Driven Design: Get Experimental

  1. 1. Hypothesis Driven Design: Get Experimental FITC Spotlight UI/UX 2018 Leslie Predy
  2. 2. About me
  3. 3. About me
  4. 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. 5. The problem with many 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
  6. 6. Traditional Product Development Will Evans
  7. 7. Example: Microsoft Bob
  8. 8. Lean UX Jeff Gothelf
  9. 9. Scientific Method
  10. 10. It’s not scary!
  11. 11. Design Hypothesis Take an assumption 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?
  12. 12. Scientific Method
  13. 13. Collaborative • Shared understanding of 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. 14. When to use design hypotheses UK Design Council
  15. 15. Double Diamond Is the concept right? Is the solution right?
  16. 16. How To Create Your Hypothesis
  17. 17. Identifying Assumptions
  18. 18. Assumptions Have a post it party • Engage with your team • Identify the 4Ws • Who, what, where, why
  19. 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. 20. We believe that having 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. 21. We believe that having 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
  22. 22. Test Your Hypothesis
  23. 23. What type data do you need?
  24. 24. Qualitative: Interviews • Face to face interviews • Journey mapping • Co-creation
  25. 25. Qualitative: Observation Prototypes Low Fidelity • Paper prototype • Test concepts quickly • No coding Medium Fidelity • Invision, Axure, Principle, etc. • Test interactions • Validate workflows
  26. 26. Quantitative Analytics • Surveys • Usage data & metrics • Mixpanel, Fullstory, etc.
  27. 27. We believe that having 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. 28. We believe that having 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
  29. 29. Autodesk Fusion Production
  30. 30. Autodesk Fusion Production
  31. 31. Return on research Adapted from Jakob Nielsen
  32. 32. Return on research No research = no insights
  33. 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. 34. There are known knowns. 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. 35. Be mindful: • You will 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
  36. 36. Questions? twitter.com/lpredster linkedin.com/in/lesliepredy Thank You

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