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Besser werden mit dem NutzerHypothesen getriebenes User Experience Design

Maximilian Wambach

@mwambach1

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THE CURIOUS CASE OF A RESULT PAGE

Numbers went down by

too many %

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LEAN UX CYCLE

Think

MakeCheck

Build

Measur

e

Learn

Evans, W., “Lean UX is a useful fucking lie”

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Found problem

Design

Ship

FROM PROBLEM DISCOVERY TO SOLUTION DISCOVERY

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ESTABLISHING A HYPOTESIS FORMAT

We believe [this statement is true].

We will know if we’re [right or wrong]

when we see the following feedback

from the market:

[qualitative feedback] and/or

[quantitative feedback] and/or [key

performance indicator change].

If [action] then [outcome] because [costumer

need/problem]

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Found problem

Solution hypothesis

Design

Ship

LEARNINGS

FROM PROBLEM DISCOVERY TO SOLUTION DISCOVERY

What do we want to learn?

How will we test?

What is the best design to learn?

What deliverables are needed?

What are our problem assumptions?

Problems can be user and business

driven

Prototype or fully functional?

Validated customer hypotheses

Business needs

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REVISITING THE CURIOUS CASE

MORE LISTINGS

• If we provide more listings on the screen then we can provide better comparability and offer more diversity on our platformbecause users like to compare a lot of listings on the result page (see qual. research)

BETTER STRUCTURE

• If we provide more structure to our listings then we achieve a better scanability because the user is able to scan the relevant information quicker

BETTER PRIORIZATION

• If we prioritize information according to user needs then we achieve better guidance because the user can see all relevant information at a glance

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LISTINGS TO THE MAXIMUM BETTER STRUCTURE BETTER PRIORIZATION

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Take your assumptions and state them as explicit

hypotheses

Let your team buy into stated hypotheses

Force yourself to design according to your

hypotheses

Force yourself to test against your hypotheses

Create a culture of learning by showing

stakeholders the benefits of validated customer

hypotheses

5 TAKEAWAYS FOR HYPOTHESES DRIVEN UX DESIGN

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Danke für Ihre Aufmerksamkeit!

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Blank, Steve: “Four Steps to Epiphany”, http://debane.org/franck/wp-

content/uploads/Steve-Blank-The-Four-Steps-to-the-Epiphany.jpg

Evans, Will: “Lean UX is a fucking useful lie”,

http://de.slideshare.net/willevans/leanux-is-a-fucking-lie

Gothelf, Steve: “Lean UX”

Ries, Eric: “The Lean Startup”

Sources and useful links