From insights to hypotheses

An idea is just a suggestion, like "How about we shorten the checkout process?" It's a starting point for brainstorming. A hypothesis takes that idea and adds specifics. It becomes a testable assumption about how changes will impact outcomes. Hypotheses follow a clear format. "If we optimize the checkout process for mobile users, then more customers will complete their purchase." This structure forces you to think about cause and effect. It connects the change you want to make with the result you expect to see.

The process starts with identifying problems. Next comes formulating a hypothesis with clear, actionable wording. Then you test it through experiments. This approach removes guesswork from product development. It creates a systematic way to validate ideas before investing resources.