But hypotheses only work when business and design are tied together

This is the part that most companies fail to do: Tying hypotheses to business goals to make design function effectively. These usually consist of what you want to achieve and what you are not willing to sacrifice, your primary and secondary goals with clear metrics. Vital to this process is a comprehensive end-game evaluation, breaking down components like hypothesis, experiment, evidence, and cost. This is the point where design and business get real and makes design relatable to business and business lets design sit at the table - and that not with just a folding chair.

Here is an example

• Problem: In store customer support only

• Primary & secondary goals: Bump up trust pilot rating from 3 to 4 stars while reducing customer query response time

• Hypothesis A: We predict that, an online customer service, for our customers, will increase customer satisfaction

• Experiment: We will do / make …

• Evidence: We know this hypothesis is valid when we get…

• Cost: …

  
  

There are a myriad of possibilities to test, when deciding for the best way to test your hypotheses try to gather both qualitative and quantitative data. Just like in the design world, business operates on hunches and trial runs. Merging the two, forces you to ask the big questions upfront, providing clarity, shared purpose and common ground for better goal alignment in the future.

Early Data Gymnastics: Affordable Wisdom for Startups

In my previous startup, we used this approach early on in our research to give direction and shape the knowledge on business landscape and the first user research coming after. It opened up different possibilites and shedding light on areas where our insights were deficient in guiding business and product and refining research endeavors. Over time, it evolved into a dynamic process facilitated by collaborative efforts across various departments. It consistently received evidence, through rapid and pragmatic experiments such as testing of scenarios, campaigns, marketing claims, A/B testing…

For the cash-strapped startups out there, start flexing those hypothesis muscles. It's like a cost-effective crash course. Guide your decisions, sift through the noise, and pinpoint the real issues to tackle. It's a money-saver and a game-changer.

In essence, letting design cozy up with business doesn't just spruce things up; it's a strategic advantage, propelling you forward, minimizing risks and ensuring everyone's on the same page.