In the context of a hypothesis statement, what does "then" signify?

In the context of a hypothesis statement, the term "then" signifies the expected customer response. It describes what you predict will happen as a result of your initial hypothesis, essentially linking the proposed change or addition (as noted in the earlier part of the statement) to the anticipated outcome in customer behavior or satisfaction. This part of the hypothesis is critical because it helps define the metrics for success during testing. By clearly outlining what you expect to see from customers, you set up a framework to measure and evaluate the actual customer responses against these expectations. This allows for a clearer understanding of the effectiveness of the change being tested.

Understanding this concept fosters a better design process, as it ensures that all team members are on the same page regarding the goals of the design tests, contributing to more effective iterations and enhancements based on real feedback.