Business Thinking for Designers

A top-down approach for experimentation
Using this structure, product teams have a format to shape 
multiple hypotheses regarding desirability factors within an 
experiment.
While the overall purpose of each experiment is to validate 
whether or not a solution is viable, the purpose of testing 
different approaches is to validate the degree of viability in 
relation to desirability goals.

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101 
Create conditions for design maturity
When it comes to measurements, we’re fortunate to have 
the work of many design leaders who have written on the 
topic. Whether we use Key Experience Indicators, Usability, 
Credibility, or other measures, it’s critical to track the effects of 
your experiments both quantitatively and qualitatively. Having 
an imbalance in either direction leads to a lot of guessing. 
If this top-down approach to experimentation seems too 
robust for your team’s current maturity level, there’s a simpler 
approach that also produces good results.