Two foundational elements for UX research are hypotheses and success criteria. A hypothesis is an assumption about user behavior, needs, or preferences stated in a format such as: I believe that [user group] will [do something] because [reason]. Examples include first-time users skipping long account setup, preference for voice search when hands are busy, and a need for export-to-PDF. Success criteria are measurable signals, quantitative or qualitative, that validate hypotheses and prevent vague interpretation. When choosing success criteria, first align research with the specific problem and business objectives, ask what must be learned and why, and convert those answers into measurable outcomes.
In UX research, we have two pieces- hypotheses and success criteria - that set the foundation for any research activity. Without them, research risks becoming vague "user feedback sessions" rather than a fuel that powers design process. A hypothesis is simply an assumption about user behavior, needs, or preferences that you want to validate (or invalidate). Think of them as " bets " you're making in your design. I typically use the following format for a hypothesis:
I believe that [user group] will [do something/use something] because [reason or context]. Examples: I believe that first-time users will skip account setup if it feels too long, because they want immediate value. I believe that users will prefer voice search for recipes over typing because they often have their hands busy in the kitchen. I believe that users will need export-to-PDF functionality, because they are required to share reports in that format.
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