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
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.
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.
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.
Hypothesis Driven Design @tsmz Measured ● Enquiries and comments submitted to service ● Satisfaction rate and survey ● Skype/screen shares with users ● Telephone calls to operations
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%
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.
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
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%
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