"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]. I believe that first-time users will skip account setup if it feels too long, because they want immediate value."
"Once you articulate a hypothesis, the next thing you need to do is to validate it. And here comes a second piece of the UX research puzzle - success criteria. Success criteria are measurable signals that tell you whether your hypothesis holds true. They prevent you from interpreting vague feedback as validation. Success criteria can be quantitative (numbers) or qualitative (observations), depending on the research context."
A hypothesis is an assumption about user behavior, needs, or preferences intended for validation or invalidation. Use a clear template: 'I believe that [user group] will [do something] because [reason or context].' Examples include first-time users skipping lengthy setup, preference for voice search while cooking, or need for export-to-PDF. Success criteria are measurable signals, quantitative or qualitative, that determine whether a hypothesis holds and prevent misinterpreting vague feedback. Choose success criteria by tying them to research objectives and broader business goals. Start with what must be learned and why, then turn those questions into measurable outcomes.
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