Now that I have a solid understanding of the users’ key problems from my earlier research phases — interviews, personas, and journey maps — it’s time to translate those insights into actionable design hypotheses. This phase is crucial: it’s where abstract user needs become focused guesses about what could actually improve their experience.

Starting Point: Grounding Hypotheses in Research

I’m not working from assumptions alone. The user research clearly showed distinct behaviors, motivations, and pain points across my personas — Clara, Daniel, and Aisha. Each has unique needs that must be addressed differently.

To keep my design process honest and user-centered, I’ve made sure every hypothesis ties back to a research insight:

• Clara’s need for speed and control came through strongly in interviews where users expressed frustration with forced sales steps.
• Daniel’s desire to explore at his own pace and save progress reflects his careful, long-term planning approach.
• Aisha’s preference for fun, social, and guided experiences highlights a different kind of engagement, driven by inspiration and playfulness.

“I continually asked myself: Are these hypotheses truly addressing the core user pain points? Or am I just guessing?”

The If/Then Framework: Keeping Focus

I chose the classic if/then structure for these hypotheses because it forces clarity around both action and expected outcome:

• If I do this… — defines a clear design action or feature
• Then I expect this… — identifies a measurable or observable user outcome

“This helps me avoid vague goals and keeps the redesign focused on meaningful impact rather than cosmetic fixes.”