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Hypothesis Driven Design - 17th May 2018

Hypothesis Driven Design - 17th May 2018

At the DWP Product Owner Community Day, a quick run through Hypothesis Driven Design.

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Tom Morgan

May 17, 2018
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  1. Hypothesis Driven Design 17th May 2018 - DWP Product Owner

    Community Day
  2. Tom Morgan Service Designer @tsmz

  3. Bruce Lee

  4. Hypothesis Driven Design @tsmz

  5. less finger more moon

  6. why hypotheses?

  7. Communication and visibility

  8. Rigour, discipline and rhythm

  9. Setting the right context for design

  10. Recording design decisions and research findings

  11. how?

  12. Hypothesis Driven Design @tsmz The Scientific Method (look familiar?) https://en.wikipedia.org/wiki/Scientific_method

  13. SCIENCE IS NOT AN EXACT SCIENCE

  14. Observations are key

  15. … so you need something to test

  16. Start with user needs

  17. writing hypotheses

  18. Hypothesis Driven Design @tsmz We’ve seen… We think this is

    because… So if we… We’ll see... ahem!
  19. Hypothesis Driven Design @tsmz We’ve seen… We think this is

    because… So if we… We’ll see... observation
  20. Hypothesis Driven Design @tsmz User research isn’t about finding what

    users like, but what works best for them
  21. Hypothesis Driven Design @tsmz We’ve seen… We think this is

    because… So if we… We’ll see... explanation
  22. Explanation

  23. Hypothesis Driven Design @tsmz We’ve seen… We think this is

    because… So if we… We’ll see... design
  24. Time for design

  25. Hypothesis Driven Design @tsmz We’ve seen… We think this is

    because… So if we… We’ll see... observation
  26. Focus on what’s testable

  27. Hypothesis Driven Design @tsmz

  28. User research defines the rhythm

  29. ceremonies discipline & rhythm

  30. Hypothesis Driven Design @tsmz Affinity sort Collect and group observations

    What are the problems?
  31. Hypothesis Driven Design @tsmz Then... Prioritise problems Design solutions

  32. Hypothesis Driven Design @tsmz UR prep What’s ready to test?

    What are we looking to see?
  33. Hypothesis Driven Design @tsmz Affinity sort What did we see?

    Anything ready to build? Everything else, back to start.
  34. columns organisation & visibility

  35. Hypothesis Driven Design @tsmz Backlog

  36. Hypothesis Driven Design @tsmz Priorities

  37. Hypothesis Driven Design @tsmz Being designed

  38. Hypothesis Driven Design @tsmz Ready to test

  39. Hypothesis Driven Design @tsmz Ready to build

  40. None
  41. None
  42. None
  43. crossing the rubicon

  44. A conversation

  45. Hypothesis ≠ User story

  46. A hypothesis might translate into multiple user stories

  47. Business analysts

  48. JIRA! built it!

  49. what to record?

  50. Hypothesis Driven Design @tsmz Title User needs Hypothesis Link to

    prototype pages Screengrabs & photos Research methods & findings Link to JIRA ticket(s) telling the story
  51. What are we aiming for?

  52. Hypothesis Driven Design @tsmz A complete picture How were design

    decisions made? What research was done? What was the outcome?
  53. Hypothesis Driven Design @tsmz Audit trail Does the final build

    match the intention? How did the product end up like this? Useful for new starters / stakeholders alike.
  54. Hypothesis Driven Design @tsmz Show and tells

  55. Hypothesis Driven Design @tsmz GDS assessments

  56. Storing knowledge

  57. Examples

  58. Check Your State Pension Steven Borthwick

  59. Hypothesis Driven Design @tsmz Problem Not all users understand what

    the most State Pension they could get is. This results in enquires to the digital service and contact centre.
  60. Hypothesis Driven Design @tsmz Hypothesis If messages are personal and

    direct, users will understand if they can increase their pension as a result enquiries should reduce.
  61. Hypothesis Driven Design @tsmz Before

  62. Hypothesis Driven Design @tsmz After

  63. Hypothesis Driven Design @tsmz Measured • Enquiries and comments submitted

    to service • Satisfaction rate and survey • Skype/screen shares with users • Telephone calls to operations
  64. Hypothesis Driven Design @tsmz Results Enquiries dropped by over 50%

    Satisfaction increased by 3% (90%+)
  65. Budgeting Loans Richard Smith & Phil Swan

  66. None
  67. None
  68. Hypothesis Driven Design @tsmz

  69. Hypothesis Driven Design @tsmz

  70. Hypothesis Driven Design @tsmz Even though it increased drop-outs, there

    were more eligible claims received” – Richard Smith “
  71. Access To Work Rebekah Barry

  72. Hypothesis Driven Design @tsmz

  73. Hypothesis Driven Design @tsmz Errors on initial travel question 3.95%

    Loops back to initial question from next page 2.6% Users changing their mind 12.9%
  74. Hypothesis Driven Design @tsmz We’ve seen: 15.4% of users either

    change the radio button they’ve selected or return to the page and change their answer and we’ve seen: validation errors increase on the initial help With Travel page from 0.24% to 3.95% We think this is because: users are struggling to understand the initial travel question and so they are; 1) changing their mind about what their answer should be 2) trying to continue without answering it 3) answering that they don't need help when they really do So if: We change the wording of the question, and add text to the 'yes' 'no' radio buttons to make it clearer Then we’ll see: the numbers of users changing their answer reduce, the number of users seeing validation errors (after travel) reduce.
  75. Hypothesis Driven Design @tsmz “There are too many saccades and

    no fixations at the beginning of the sentence - the eye is only drawn to ‘work OK’ leading to regressive reading and confusion” – Rebekah Barry
  76. Hypothesis Driven Design @tsmz

  77. Hypothesis Driven Design @tsmz Errors on initial travel question 3.95%

    → 3.01% Loops back to initial question from next page 2.6% → 1.6% Users changing their mind 12.9% → 7.82%
  78. moon

  79. Communication and visibility

  80. Rigour, discipline and rhythm

  81. Setting the right context for design

  82. Recording design decisions and research findings

  83. Thanks https://speakerdeck.com/tsmorgan