From insight to impact: A hypothesis-driven framework for product teams
at UX London 2026
Type
talk
Too often brilliant research never lands with stakeholders. Marley introduces a hypothesis statement framework - [Change] will lead to [outcome] for [target audience] because of [reason] - to clarify purpose, prioritise work, track impact, and turn results into stakeholder trust.
People
Marley Dizney Swanson
Methods
Insight SynthesisTurning raw notes, clips and data into shared findings — affinity mapping, themes, opportunity areas — so research informs decisions rather than sitting unused.
Concept TestingExposing early ideas or prototypes to target users to learn whether the concept is understood, desirable and worth pursuing before heavy build investment.
A/B TestingComparing variants with live traffic under controlled conditions to measure which experience better meets a defined success metric. Requires clear hypotheses, instrumentation and statistical caution.