Lean UX
Hypothesis
Writing
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Preconditions
Already existing
• Determination of provider goals
• Personas
• Context of Use
Goal
to decide which functions to put into the application
(and which functions to leave out)
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Traditionally
Projects have been framed by
requirements (Anforderungen)
and deliverables (Leistungen)
In many cases the deliverables are agreed upon
before the work begins, and are noted in a
contract or statement of work.
Reference: https://www.interaction-design.org/literature/article/a-simple-introduction-to-lean-ux
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Traditionally
Projects have been framed by
requirements (Anforderungen)
and deliverables (Leistungen)
The objective is to ensure that deliverables are as detailed as possible
and respond adequately to the requirements that are laid down at the start of the project.
Example
Create a very big green Login Button on the home page
Reference: https://www.interaction-design.org/literature/article/a-simple-introduction-to-lean-ux / http://www.nngroup.com/articles/common-ux-deliverables/
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Lean UX
Instead of deliverables … create an outcome (Ergebnis),
to change something in the world
Don’t focus on detailed deliverables!
You are looking to produce changes that improve the product in the here and now – essentially to mould the outcome for the better.
Reference: https://www.interaction-design.org/literature/article/a-simple-introduction-to-lean-ux
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Lean UX
Instead of deliverables … create an outcome (Ergebnis),
to change something in the world
Example
We believe
making the Login Button bigger
infrequent visitors
will have an easier time finding the button
and will log in at an increased rate
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Scheme
We believe [doing this]
for
[these people]
will achieve
[this outcome]
We will know that this is true when we see [this measurement]
changed
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Process
Start with assumptions instead of
requirements
Create and test Hypotheses
Measure to see whether we've achieved our desired outcomes
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Process
What is an assumption?
• basically a statement of something that we think is true. • They are designed to generate common understanding
around an idea that enables everyone to get started. • It is fully understood that assumptions may not be
correct and may be changed during the project as a better understanding develops within the team.
Reference: https://www.interaction-design.org/literature/article/a-simple-introduction-to-lean-ux
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Questions to answer
• Which tasks users want to perform?
• Which goals do they want to achieve by using the application
• Which functionality do users need for that?
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Elements of the process
• Who is the user? (Personas)
• When and how is our product used?
(Context of use)
• What outcome do users want to achieve?
• What feature will they need in order to do so?
• How should our product look and behave?
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
• What outcome do users want to achieve?
• What feature will they need in order to do so?
• What are our measurements for success?
might be
•
•
•
•
•
•
better information
higher number of participants
drop of failure rate
cheaper
better quality
more contacts
etc.
KP Ludwig John
(depending on the project)
Lean UX
Hypothesis Writing
Hypothesis Writing
Practice
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Practice
Gather your team members
Bring some Pens and Post-Its
Pin your Personas on the wall
List your assumptions to the following issues:
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
List your assumptions
What outcome do users want to achieve?
Teamwork
start individually
15 minutes
then come together in the group to collect and organize your findings in themes
Use Post-Its
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
List your assumptions
What feature will users
need in order achieve the
desired outcomes?
Teamwork
brain storm
Use Post-Its
10 minutes
organize your findings in themes
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Synthesize your findings into
Hypothesis statements
according to this scheme:
We believe [doing this]
for
[these people]
will achieve
[this outcome]
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
KP Ludwig John
Lean UX
Hypothesis Writing
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Statements
Synthesize your findings
Teamwork
10 minutes
We believe [doing this]
for
[these people]
will achieve
[this outcome]
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Statements
Synthesize your findings
Break 15 minutes
We believe [doing this]
for
[these people]
will achieve
[this outcome]
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Statements
Put it into sentences
Put it into a list
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Writing
Find measures that
prove success for each
feature.
Teamwork
10 minutes
We will know that this is true when we see [this measurement]
changed
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Statements
Put it into sentences
Put it into a list
IMS.UX 2015, KHG-App, Team Fuchs (Blome C., Geier J., Hoch P., Walter S.)
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Statements
Put it into sentences
Put it into a list
IMS.UX 2015, KHG-App, Team Fuchs (Blome C., Geier J., Hoch P., Walter S.)
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Statements
Put it into sentences
Put it into a list
Print it out
and pin it on the wall
of your office
Take care for clear design!
IMS.UX 2015, KHG-App, Team Taube (Alice Strunkmann-Meister, Arne Menzel, Philipp Panacek, Patrick Bumiller)
KP Ludwig John
Lean UX
Hypothesis Writing
Hypothesis Statements
Print it out
Constant reference
for the project development team
helps to control decision making process
Basis for UX-Tests
IMS.UX 2015, KHG-App, Team Taube (Alice Strunkmann-Meister, Arne Menzel, Philipp Panacek, Patrick Bumiller)
KP Ludwig John
Lean UX
Hypothesis Writing
Next
Test your Hypothesis
Decide, which of your assumptions are the most risky ones
Design a simple experiment
to test these Hypothesis first
Create a Minimal Viable Product
Evaluate
Break
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
KP Ludwig John
Lean UX
Hypothesis Writing
• Go to „MVP"
KP Ludwig John
Lean UX
Hypothesis Writing