+ Here’s a common way to structure your hypothesis: +
++ We believe that doing/building/creating [this] for [this user] will result in [this outcome]. +
++ We’ll know we’re right when we see [this metric/signal]. +
+ +1. Once you've formulated your hypothesis, consider the following harm prompt to help the team think about and guard against potential unintended consequences of your work. + ++ But, this could be harmful for [this user] if [this outcome happens]. +
+ +1. Identify a user touchpoint that will allow you to test your hypothesis, such as external marketing, the homepage, a microsite, or something else. Test your hypothesis. If you learn something unexpected, refine your hypothesis, test again, and continue to work incrementally towards your goals. + ++“Not enough people submitted comments.” +1. *Why?*
+“Not enough people made it to the comment submission form.” +1. *Why?*
+“The comment submission form was hard to find.” +1. *Why?*
+“The link to the comment submission form was buried on the page.” +1. *Why?*
+“We didn’t formulate and publish a call to action to submit comments.” + +After getting to a root cause, frame or reframe your problem solving approach to address it (e.g., “how might we create a call to action for comment submission?”). + +*Note: You may ask “why” more or less than five times during this process. The purpose of this exercise is to help identify what is the root cause. Ask “why” as many times as needed to get to what you think the root cause is, while keeping the mental cost of the interviewee in mind.* + +