Write the hypothesis first
A useful test begins with a reason. What is difficult to understand? What evidence suggests the current path is not helping? What change should make that moment clearer?
Small visual changes can matter, but they are rarely the best place to begin. Start with structure, message, and sequence, the parts of a page that shape how someone decides whether to continue.
If the question is vague, the result will be difficult to use.
Treat an experiment as a conversation
The point of an experiment is not to prove a favourite direction right. It is to learn how a specific audience responds to a specific explanation at a specific moment.
Keep a record of the question, the change, the context, and the decision that followed. Over time, that record becomes a more valuable design asset than a folder of isolated winners.
FROM THE STUDIO
Sound familiar? We can help shape the next move.