The process starts with your assumptions about – and understanding of – the problem space in question. Assumptions are usually gathered in a workshop or through a group brainstorming session and they basically sum up what you collectively assume or think you know.
You can gather assumptions about who your users are, what the product you’re designing is used for and when, what the most important functions and features will be and so on.
Based on your assumptions, you’ll then create a hypothesis (or multiple hypotheses). For example, you might come up with the following hypothesis:
We believe that online shoppers need to be able to place an order without creating a customer account. Providing this option will increase the number of completed orders / reduce the number of “abandoned cart” incidences. We can prove this if we are able to measure an increase in the order completion rate (which currently stands at 15%).
When writing hypotheses, it’s important that you’re able to set a clear and measurable goal for how each hypothesis can be tested. Otherwise, there’s no way to determine if it’s valid or invalid and therefore worthy of pursuing or not.
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