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layout: card | ||
title: Design hypothesis | ||
permalink: /decide/design-hypothesis/ | ||
description: A listing and analysis of all the content on an existing website (including pages, files, videos, audio or other data) that your users might reasonably encounter. | ||
category: Decide | ||
what: Framing your work as a hypothesis means no longer just thinking about the thing you’re making or building, but paying more attention to whether that work is achieving your intended goals and outcomes. | ||
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This in turn means thinking about your work as a series of experiments you do with your users to learn if you’re on the right path. Instead of asking “Did we ship the shopping cart feature?” you ask: “Did we make it easier and simpler for our customers to buy from us?” | ||
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why: When done collaboratively, hypothesis-building is powerful at getting a team on the same page about what it’s doing and why. It also allows the team to be flexible — if one approach doesn’t result in the outcome you expected, you have implicit permission to change course and try something else. | ||
timeRequired: 1-2 hours | ||
how: | ||
<ol> | ||
<li>As a team, identify and make explicit the problem you’re trying to solve. What goals or needs aren’t being met? What measurable criteria would indicate progress toward those goals?</li> | ||
<li> | ||
<p>As a team, write out the hypothesis for the work you want to do to address the problem(s) you’re trying to solve. You may want to write broad hypotheses at the outset of a project and more specific hypotheses each sprint.</p> | ||
<p>Here’s a common way to structure your hypothesis:</p> | ||
<p><em>We believe that doing/building/creating [this] for [this user] will result in [this outcome]. We’ll know we’re right when we see [this metric/signal].</em></p> | ||
</li> | ||
<li>Identify the main entry points for the user need you’re addressing. This could be external marketing, the homepage, a microsite, or another page.</li> | ||
<li>Build or do the thing, and measure. If you learned something unexpected, then create a new hypothesis and change course so you can continue working toward your goals.</li> | ||
</ol> | ||
nonPrintableContent: | ||
<h1>Examples from 18F</h1> | ||
<ul> | ||
<li>Example from the <a href="https://lean-product-design.18f.gov/7-break-down/">Lean product design guide</a>.</li> | ||
</ul> | ||
<h1>Additional resources</h1> | ||
<ul> | ||
<li><a href="https://www.smashingmagazine.com/2011/03/lean-ux-getting-out-of-the-deliverables-business/">Getting out of the deliverables business</a>.</li> | ||
</ul> | ||
governmentConsiderations: | ||
<p>No PRA implications. No information is collected from members of the public.</p> | ||
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