Bridging Intention to Impact: Transforming Digital Product Development through Evidence-Based Decision-Making

Chapter 6

Establishing Beliefs About Outcomes with Hypotheses (FIA Step 2)

When outlining user outcomes, you are likely to find that some are straightforward, like a smart light’s on-off functionality or a car app’s lock-unlock feature. However, most outcomes are less tangible and more elusive. Take entertainment apps, for instance; do they truly deliver enjoyment, or do they leave you feeling anxious? Apps like Slack and Microsoft Teams aim to streamline communication, but they often overwhelm users with constant alerts and minor issues, leading to wasted time at the expense of high-value tasks.¹ These complex outcomes pose greater challenges in measurement, and it’s common to find insufficient evidence to confirm their effectiveness. In the ...