Creative Hypothesis Builder
Turn a design interview and competitor research into a testable creative hypothesis. Use this during or after a client discovery session.
Step 1 of 5
Business Context
Start with what you learned in the design interview. Who is this business and who are they trying to reach?
This section captures the inputs from your design interview (Stage 1). If you haven't done the interview yet, use these questions as a guide.
Be specific: demographics, mindset, circumstances, what brought them here.
Name the emotional response. This is more important than how it looks.
The real differentiators — not just what they say, but what's actually true.
Competitor Landscape
What did the competitor analysis reveal? This is Stage 2 — the patterns and gaps that inform the hypothesis.
List names or URLs — typically 3-5 direct competitors.
Common layouts, messaging, imagery, calls-to-action. What does "normal" look like in this space?
What are competitors NOT doing that this business could own?
Patterns, clichés, or approaches that would make this site blend in with everyone else.
Brand & Design Direction
How should this translate visually? Capture the design direction before writing the hypothesis.
Can be from any industry. What matters is the feeling, not the sector.
The Hypothesis
Now bring it together. A creative hypothesis is a testable statement that guides every design decision.
Format: "If we present [what] in [this way], users will [do this]."
You can create multiple hypotheses — one per key design challenge.
What's the observable signal? This becomes the benchmark for design review.
Next Steps & Constraints
Practical notes that shape what comes after the hypothesis is approved.
Elements that must be preserved or included, regardless of creative direction.
Email this document
Send the full hypothesis to yourself and your team so everyone has a copy.
Ready for the next stage?
Once the hypothesis is approved, the next step is mood-boarding and concept development. We can help with that.
Talk to us →
