DigiTech Magazine - US Summer 2017 - Page 15

PUTTING HYPOTHESES TO WORK The key to successful hypothesis-driven practices is embracing • Transform from a functional organization to a customer-based experimentation and testing. Experts know to look beyond the one. If you orient to the audience based on your testing data, obvious and consider every element of the app and the user you’re primed for ongoing success. Structure your business experience. When you’re working on the back end of a project, processes based on this concept. Spotify, for example, has it’s easy to get lost in the mechanics of an app. Remember to test digital strategies embedded at the very core of its operating based on diverse user behaviors and interactions. For example, model, and it splits teams up into very small ones that own a test whether users need search before trying to determine the ideal location of the search box. Simply put, avoid working on features that aren’t even necessary! specific piece of functionality from end to end. • Reduce or eliminate handoffs. The Waterfall process is full of stops and starts because each phase and group operates in isolation. Hypothesis-driven organizations should include New mobile technologies are developed every day, and it’s no strategy as part of the team, making the deployment of longer possible to pretend that ideas developed through up-front actionable code a shared priority. Include development, planning and research are relevant by the time they are introduced operations, design and the business as you develop and test as features. The change is rapid; the users are diverse and selective. Your development team should work to accommodate your product. • Apply learnings across the board. Insights aren’t limited every existing and new variation. Smartphone users use apps to customer-facing applications. Increasing numbers of differently than tablet users; iOS users often behave differently organizations are also using mobile solutions to help employees than Android users. Test anything and everything, because users self-organize or work autonomously. Digital applications serve can be sensitive to even the smallest of changes. the needs of all your stakeholders—from employees to partners to customers. Ensure that the employee digital experience is Instead of immediately launching features you thi nk will succeed, just and strong as that of your customers. consider that the app’s purpose is to test hypotheses and to learn more about the technology and its users. Make sure your Your best bet in app development is to use hypotheses to create app consistently reports back on usage and adoption, and follow something good enough—and then pursue excellence through the numbers. Use the empirical data it collects to define your iterative testing. The most intense, careful and strategic planning evolution; avoid relying heavily on interviews and qualitative is no guarantee against failure. research. Our world is driven and defined by data and speed, and your Hypothesis-driven enterprises exercise these practices constantly, users expect you to use both to provide the best possible user and in every part of the organization. You are not delivering a experience. Becoming a hypothesis-driven organization, with team one-off app and then walking away; continued success demands structures and processes that support rapid, converging change ongoing engagement and change. Include strategists and key as a primary goal, will allow you to build, test, learn and repeat, stakeholders from the start, and if transforming an entire leveraging your digital apps to drive value for the business. organization seems daunting, start with your product team. Once you have aligned them, the rest will fall into place and allow you to achieve the following: DIGITECH Magazine Summer 2017 15