The advantage of a cyclical framework is the flexibility to start at any stage, which means we can jump in no matter where you are with your project. You might want to take a questions-first approach, start with a blank slate and find some new user problems to solve.
Maybe you have an idea for a new product, app or feature and need help to make it real quickly. Or sometimes, you’ve just got to get that new app or website live to meet a deadline, and thats fine too.
EBD combines team intuition and experience with the discipline and rigor of the scientific method: what evidence exists for our current position? How strong is it? What assumptions are we making to prop up the gaps in our knowledge?
We use a method called triangulation to combine evidence from multiple sources including user testing, interviews, analytics and direct observation. We like to show our working, so you can always see the thinking behind our recommendations.
YODA (Your Own DAta) is the most valuable, as it relates specifically to your business, your users and your products. We don’t like the word experiment. It sounds risky. Sure, throw hundreds of ideas at the wall and eventually one is bound to stick. It’s possible to get lucky once, but twice? Ten times?
In EBD, we set up Tests for specific Ideas, that meet specific Goals and solve specific Problems. The insights we gather are fed back into the process to craft ever better user experiences.
EBD is about being outcomes driven, always doing the simplest useful thing to reach the objective. We prioritise and shape at every level according to an objective framework:
• Which Problems are the biggest?
• Which Goals carry the most value?
• Which Ideas carry the most confidence?
• Which Tests will provide the simplest answer?
In EBD we build roadmaps, not backlogs. Instead of Minimally Viable Products, we prefer to think about Simplest Useful Versions. This means thinking about core value first, and working outwards from there in priority order.
We feed the design process with insights and clarity to drive better design decision-making. We eradicate unsystematic design decisions by applying this evidence-based approach to every project.
Instead of writing requirements, we write hypotheses. This allows us to test product propositions early to ensure we’re designing the right it. Our evidence-based approach means we can prioritise the features that matter most to your end-users.
We merge science and art once your product is ready for the final polish. We also help design teams to create robust design systems that allow for structure, scale and consistency.
Once a product has been shipped our measurement framework feeds user data into our bespoke research tool. The information is analysed using a confidence algorithm that rank and prioritise the best design questions, ideas and tests.