Lean UX Hypothesis Writing
KP Ludwig John
Lean UXHypothesis Writing
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
Already existing
• Project vision
• Personas • Context of Use
Preconditions
Goalto decide which functions to put into the application (and which functions to leave out)
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
requirements (Anforderungen) and deliverables (Leistungen)
Projects have been framed by
Traditionally
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
ExampleCreate a very big green Login Button on the home page
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
Instead of deliverables … create an outcome (Ergebnis), to change something in the world
Lean UX
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
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
Instead of deliverables … create an outcome (Ergebnis), to change something in the world
Lean UX
Example
We believemaking the Login Button biggerinfrequent 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
Lean UX Hypothesis Writing
KP Ludwig John
[doing this]We believe
for [these people]
will achieve [this outcome]
We will know that this is true
when we see [this measurement]changed
Scheme
Hypothesis Writing
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
Start with assumptions instead of requirements Create and test Hypotheses
Measure to see whether we've achieved our desired outcomes
Process
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
• 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.
Process
What is an assumption?
Reference: https://www.interaction-design.org/literature/article/a-simple-introduction-to-lean-ux
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
• Which tasks users want to perform? • Which goals do they want to achieve by using the application
• Which functionality do users need for that?
Questions to answer
Lean UX Hypothesis Writing
KP Ludwig John
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?
Lean UX Hypothesis Writing
KP Ludwig John
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. (depending on the project)
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
Practice
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
PracticeGather your team membersBring some Pens and Post-Its
List your assumptions
Pin your Personas on the wall
Lean UX Hypothesis Writing
KP Ludwig John
What outcome do users want to achieve?
start individually
then come together in the group to collect and organize your findings in themesUse Post-Its
Hypothesis Writing
Teamwork
15 minutes
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
List your assumptions
Lean UX Hypothesis Writing
KP Ludwig John
brain stormUse Post-Its
organize your findings in themes
Hypothesis WritingList your assumptions
Teamwork
10 minutes
What feature will users need in order achieve the desired outcomes?
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis WritingSynthesize your findings into
Hypothesis statementsaccording to this scheme:
[doing this]We believe
for [these people]
will achieve [this outcome]
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
Lean UX Hypothesis Writing
KP Ludwig John
Lean UX Hypothesis Writing
KP Ludwig John
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Statements
Teamwork
10 minutes
[doing this]We believe
for [these people]
will achieve [this outcome]
Synthesize your findings
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
Lean UX Hypothesis Writing
KP Ludwig John
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
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Writing
Find measures that prove success for each feature.
We will know that this is true
when we see [this measurement]changed
Teamwork
10 minutes
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
Lean UX Hypothesis Writing
KP Ludwig John
Put it into sentencesPut it into a list
Hypothesis Statements
IA6 2018, Team Öko Bond
Lean UX Hypothesis Writing
KP Ludwig John
Put it into a listPut it into sentences
Hypothesis Statements
IA6 2018, Team Öko Bond
Function something you can implement
Expected Resultwhich meets interestsof your personas
Measurementsomething you canmeasure (!)
Criteria
Lean UX Hypothesis Writing
KP Ludwig John
Put it into a listPut it into sentences
Hypothesis Statements
IA6 2018, Team Öko Bond
Function something you can implement
Expected Resultwhich meets interestsof your personas
Measurementsomething you canmeasure (!)
Criteria
Lean UX Hypothesis Writing
KP Ludwig John
Put it into a listPut it into sentences
Hypothesis Statements
IA6 2018, Team Öko Bond
Function something you can implement
Expected Resultwhich meets interestsof your personas
Measurementsomething you canmeasure (!)
Criteria?
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Statements
IA6 2018, Team Öko Bond
Put it into sentencesPut it into a list
Rank your hypothesis
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Statements
IA6 2018, Team Waterdome
Put it into sentencesPut it into a list
Rank your hypothesisUse a clear design and pin it on the wall
of your office
Print it out
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Statements
IA6 2018, Team Waterdome
Put it into a list
Basis for UX-Tests
Constant reference for the project development teamthroughout the entire decision making process
Lean UX Hypothesis Writing
KP Ludwig John
Hypothesis Statements
Criteria
Description of Functions focussed and in detail
Clearly related to the needs and goals of one or more of your Personas
Determination of measurement(Is this assumption true or nor)
Lean UX Hypothesis Writing
KP Ludwig John
Create a Minimal Viable ProductEvaluate
Prioritize!Decide, which of your assumptions are the most risky ones
Next
Test your Hypothesis
Design a simple experimentto test these Hypothesis first
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014
Lean UX Hypothesis Writing
KP Ludwig John
Prioritize!Decide, which of your assumptions are the most risky ones
TASK
Suggest a simple experimentto test these Hypothesis first
How can you simulate the functionalityof your Hypothesis, simple, fast and focussed!
Reference: Josh Seiden, Jeff Gothelf; work shop Hypothesis writing; Interaction 14, Amsterdam 5. Feb. 2014hs-augsburg.de/homes/john
Lean UX Hypothesis Writing
KP Ludwig John
• Go to „MVP"