Hypothesis Driven Design - 17th May 2018

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

Transcript

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
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
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