Hypothesis Driven Design - 17th May 2018

Transcript

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

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2. Tom Morgan
   Service Designer
   @tsmz
   

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3. Bruce Lee
   

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4. Hypothesis Driven Design
   @tsmz
   

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5. less finger
   more moon
   

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6. why hypotheses?
   

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7. Communication
   and visibility
   

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8. Rigour, discipline
   and rhythm
   

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9. Setting the right
   context for design
   

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10. Recording
    design decisions
    and research findings
    

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11. how?
    

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

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13. SCIENCE
    IS NOT
    AN EXACT
    SCIENCE
    

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14. Observations are key
    

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15. … so you need
    something to test
    

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16. Start with user needs
    

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17. writing hypotheses
    

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

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

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20. Hypothesis Driven Design
    @tsmz
    User research isn’t about
    finding what users like, but
    what works best for them
    

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

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22. Explanation
    

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

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24. Time for design
    

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

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26. Focus on what’s testable
    

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27. Hypothesis Driven Design
    @tsmz
    

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28. User research
    defines the rhythm
    

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29. ceremonies
    discipline
    & rhythm
    

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30. Hypothesis Driven Design
    @tsmz
    Affinity sort
    Collect and group observations
    What are the problems?
    

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31. Hypothesis Driven Design
    @tsmz
    Then...
    Prioritise problems
    Design solutions
    

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

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33. Hypothesis Driven Design
    @tsmz
    Affinity sort
    What did we see?
    Anything ready to build?
    Everything else, back to start.
    

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34. columns
    organisation
    & visibility
    

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35. Hypothesis Driven Design
    @tsmz
    Backlog
    

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36. Hypothesis Driven Design
    @tsmz
    Priorities
    

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37. Hypothesis Driven Design
    @tsmz
    Being designed
    

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38. Hypothesis Driven Design
    @tsmz
    Ready to test
    

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39. Hypothesis Driven Design
    @tsmz
    Ready to build
    

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43. crossing the rubicon
    

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44. A conversation
    

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45. Hypothesis ≠ User story
    

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46. A hypothesis might translate
    into multiple user stories
    

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47. Business analysts
    

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48. JIRA!
    built it!
    

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49. what to record?
    

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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
    

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51. What are we aiming for?
    

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52. Hypothesis Driven Design
    @tsmz
    A complete picture
    How were design decisions made?
    What research was done?
    What was the outcome?
    

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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.
    

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54. Hypothesis Driven Design
    @tsmz
    Show and tells
    

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55. Hypothesis Driven Design
    @tsmz
    GDS assessments
    

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56. Storing knowledge
    

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57. Examples
    

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58. Check Your State Pension
    Steven Borthwick
    

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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.
    

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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.
    

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61. Hypothesis Driven Design
    @tsmz
    Before
    

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62. Hypothesis Driven Design
    @tsmz
    After
    

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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
    

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64. Hypothesis Driven Design
    @tsmz
    Results
    Enquiries dropped by over 50%
    Satisfaction increased by 3% (90%+)
    

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65. Budgeting Loans
    Richard Smith & Phil Swan
    

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68. Hypothesis Driven Design
    @tsmz
    

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69. Hypothesis Driven Design
    @tsmz
    

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70. Hypothesis Driven Design
    @tsmz
    Even though it increased
    drop-outs, there were more
    eligible claims received”
    – Richard Smith
    “
    

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71. Access To Work
    Rebekah Barry
    

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72. Hypothesis Driven Design
    @tsmz
    

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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%
    

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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.
    

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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
    

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76. Hypothesis Driven Design
    @tsmz
    

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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%
    

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78. moon
    

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79. Communication
    and visibility
    

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80. Rigour, discipline
    and rhythm
    

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81. Setting the right
    context for design
    

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82. Recording
    design decisions
    and research findings
    

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

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