Why I Believe 'Ideas' Are a Liability in the Product Ideation Phase
We all love ideas, don't we? That sudden burst of inspiration that makes us think we've discovered the next game-changer. We jot it down on a sticky note or share it enthusiastically in a meeting. But here's the brutal truth that I've come to realize after years in the product design space, specifically in healthcare: Writing down "ideas" in the product ideation phase is a liability. Bold statement? Perhaps. But let me explain why I think we should eliminate the word 'idea' from our product vocabulary and replace it with 'hypothesis.'
The Liability of Ideas
The excitement of a fresh idea often distracts from the harsh reality that most ideas are, more often than not, vague and unvalidated. When you write down an idea, you're capturing a momentary spark. This might feel like progress, but it's not. An idea is a mental construct, not an actionable path. It doesn't urge you to dig deep and understand the underlying user and business problem you're trying to solve. Essentially, it sits there, collecting dust, untested and unvalidated.
Enter Hypothesis
On the other hand, formulating a hypothesis urges you to make a conscious shift from abstraction to specificity. A hypothesis is framed with clear metrics and conditions, facilitating a systematic approach to validation. It pushes you to consider what you aim to achieve, the problem you are solving, and most importantly, how you'll measure success or failure.
For example, instead of saying, "I have an idea to improve user engagement," you would say, "My hypothesis is that by redesigning the onboarding flow, we can increase user engagement by 15% within the next quarter."
Notice the difference? A hypothesis places the focus on 'how' and 'why,' thereby grounding your creative spark in the soil of practicality.
Challenges Make Us Stronger
Introducing hypotheses into your product development process does more than create accountability; it challenges everyone involved to think critically about what they truly aim to achieve. This is especially crucial in the healthcare sector, where the stakes are high, and a misguided product could have severe consequences.
In healthcare, a hypothesis can form the bridge between clinical needs and patient outcomes. It can pave the way for transformative solutions that are deeply rooted in understanding the user's journey, from physicians to patients. The act of testing your hypothesis through rigorous, data-backed methods can provide insights that take you closer to designing a product that not only works but thrives.
Make the Shift
So, the next time you find yourself writing down an 'idea,' pause for a moment. Challenge yourself to translate that idea into a hypothesis. It's not just a shift in terminology; it's a shift in mindset, a shift towards accountability, and ultimately, a shift towards creating products that solve real problems in meaningful ways.
As professionals in the product design space, it's time we remove the liability of 'ideas' and replace it with the asset of 'hypotheses.' The success of our products—and in my field, the well-being of healthcare consumers—depends on it.
