Page 129 - The Design Thinking Playbook

HOW MIGHT WE...

conduct and document experiments

in a structured way?

During the early phases of the innovation process, we frequently test The “experiment grid” helps define and document the tests/experiments:
several assumptions concurrently and learn on several levels. Howev-
er, we recommend that you reflect before each test on what exactly In a first step, we describe the hypothesis we would like to test.
you would like to learn and what the key question is. We also ask In a second step, the actual experiment is explained. The experiment can be a prototype we want to test
ourselves which assumptions we would like to test and how we can with customers/users, an interview, a survey, and so forth.
design the test scenario in such a way that the user can experience In a third step, we define what we want to measure and which data should be collected. This can be a
them. certain volume of positive feedback or just a specific value.
In a fourth step, we determine the criterion that shows whether we are on the right (or wrong) track.
Over the course of the further development of the product or service, In the next step, we carry out the experiment and document our learnings, such as with photos or videos.
we test our assumptions again and again and conduct experiments At the end, we note the insights gained, the conclusions drawn, and what measures we will undertake.
continuously. In the early phases of the innovation process, the pro- The tests/experiments must be well documented.
totypes are normally very simple. Often, several variables are tested
at the same time. For the testing in later project stages, other types
of experiments with customers (e.g., online tests, A/B testing, etc.)
can be conducted. Here we usually focus on a single test variable or
assumption.

It is of great importance that all tests/experiments be well defined. Experiment 1 Learnings 1
Documentation helps when tracing decisions later or showing an
investor the success of an MVP. A simple experiment grid helps to Step 1: Hypothesis We have learned the following:
structure the experiments and can be used to document the learning We believe that. . .
progress. Step 2: Test
We want to learn as quickly and cost-effectively as possible; this is To verify this, we will. . .
why we think about how the test (or the experiment) could be con-
ducted in half the time and with half the resources. We ask ourselves Step 3: Metrics Documentation of the test (e.g.,
whether there are variants that allow us to learn the same thing more And measure. . . photos)
quickly and economically.
Step 4: Criteria
We are on the right track if. . .

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