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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.

Tom Morgan

May 17, 2018
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  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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