In the world of product management, having a systematic and structured approach is essential for success. One such framework that has gained popularity is the HADI cycle. The HADI cycle, which stands for Hypothesis, Action, Data, and Insights, provides a systematic framework for product managers to make data-driven decisions, iterate on product development, and continuously improve their offerings. In this article, we will explore the HADI cycle in detail, understand its components, and discuss how it can be applied in product management. ## Understanding the HADI Cycle The HADI cycle is a continuous feedback loop that enables product managers to test hypotheses, take action based on those hypotheses, collect relevant data, and gain insights to inform future decisions. It helps product managers avoid assumptions and biases by encouraging an evidence-based approach to product development. Let's break down the four components of the HADI cycle: ### 1. Hypothesis The first step in the HADI cycle is formulating a hypothesis. A hypothesis is an educated guess about how a certain change or feature will impact [[User Behavior]] or product performance. It is crucial for product managers to clearly define their hypotheses and identify the specific metrics or indicators that will validate or invalidate them. Hypotheses can be based on market research, user feedback, or data analysis. ### 2. Action Once the hypothesis is established, the next step is taking action. Product managers need to design and implement experiments or changes based on their hypotheses. This could involve launching new features, modifying existing ones, or implementing different marketing strategies. The key is to execute the action in a controlled manner to isolate the impact of the change and accurately measure its effects. ### 3. Data Collecting relevant data is a critical aspect of the HADI cycle. Product managers need to define and implement data collection mechanisms to capture the necessary information. This could involve setting up analytics tools, conducting user surveys, or analyzing user behavior through tracking systems. The data collected should align with the metrics defined in the hypothesis and provide insights into the impact of the action taken. ### 4. Insights The final step in the HADI cycle is gaining insights from the data collected. Product managers need to analyze the data to determine whether the hypothesis was validated or invalidated. This analysis should go beyond surface-level observations and delve into the underlying patterns, trends, and user behavior. The insights gained will help refine the product strategy, identify opportunities for improvement, and guide future iterations. ## Applying the HADI Cycle in Product Management The HADI cycle can be applied across various stages of the [[Product Lifecycle]]. Here are some key considerations for effectively applying the HADI cycle: ### 1. Start with a Clear Objective Clearly define the objective you want to achieve through the HADI cycle. Whether it's increasing user engagement, improving conversion rates, or enhancing product usability, having a specific goal will ensure focus and guide your hypothesis formulation. ### 2. Prioritize and Test Hypotheses Not all hypotheses are equal in their potential impact. Prioritize hypotheses based on their potential to deliver meaningful results. Test one hypothesis at a time to isolate the variables and accurately measure the impact of each action. ### 3. Collect and Analyze Relevant Data Ensure that you have robust data collection mechanisms in place. Use analytics tools, user surveys, A/B testing, or any other relevant methods to collect the data that will validate or invalidate your hypothesis. Analyze the data thoroughly to derive meaningful insights. ### 4. Iterate and Learn The HADI cycle is iterative in nature. Use the insights gained from each cycle to inform subsequent iterations. Adjust your product strategy, make necessary changes, and formulate new hypotheses based on the insights derived. Embrace a continuous learning mindset to drive product improvement. ### 5. Communicate and Collaborate Effective communication and collaboration are essential when applying the HADI cycle. Share the results and insights with stakeholders, gather feedback, and involve cross-functional teams in the decision-making process. Collaboration will ensure a holistic perspective and foster a culture of data-driven decision-making. ## Components of the HADI Cycle ### Hypothesis At its core, a hypothesis is an assumption that is so highly probable that its taken as truth. Hypotheses are formulated to explain a certain phenomenon. They cannot be proven but can be tested. This is the principle of the HADI cycle. Let’s take an example. You hypothesize that changing the button color from green to red will make users of your website click on it more often. Or you have come up with a new headline for your landing page that you think will increase conversion. ### There are six principles that will make a hypothesis work 1. **A hypothesis in the HADI cycle should be specific**. What metric will be tested? Will it speed up project development? For example, you are testing a new advertising channel or an email newsletter script that should bring in conversions. 2. **The result of the hypothesis should be measurable**, so you can evaluate it. What will happen if we apply HADI cycles to test an advertising campaign? A certain number of new subscribers, website registrations, or sales? 3. **The goal of the hypothesis should not be unreachable**. If you don't have the time or resources to test the assumption, it is better not to take it on at all or break the process down into several smaller stages. 4. **Don't rush and set time limits.** Usually, one HADI cycle takes up to two weeks, within which you can collect the necessary information. 5. **The hypothesis should be formulated** in the format “if …, then …”. To make it easier to check the results, formulate a hypothesis that can be answered with “yes” or “no”. 6. **Only one hypothesis should be taken** for testing for one indicator. If you change the button color, edit the product description and add new payment methods at the same time, it will be difficult to understand what exactly increased or decreased the number of sales. > [!NOTE] > Always think about whether the hypothesis really does not show a positive result or is it ineffective only for some specific conditions, in case of changing which it can stop being wrong. You can also periodically come back to old hypotheses if there are thoughts about how to improve them. Maybe in the new form your assumption will work, this needs to be checked. It should be understood that identifying the fairness of the hypothesis is only half the battle. It is important to make it work at maximum. Every hypothesis that turned out to be working should benefit you! ## The 10 HADI-Cycle Tips 1. HADI cycles can only be analyzed for business in the right sequence. First, a number of hypotheses need to be identified, then each of them needs to be tested by examining the data and drawing conclusions. 2. Do not test obvious hypotheses such as *"if we pour water into a glass, it will become wet inside".* 3. Each hypothesis should have an impact on the final result. There is no point in proposing hypotheses whose testing is not sufficiently effective for product growth. 4. For HADI cycles, it is important that the proposed hypotheses are concrete, their effect is measurable, and the goals are realistically achievable. 5. Fact is not a hypothesis. If there is a refined process in the company that brings conversion, do not assume that if this process is continued, the company will have conversion. This is already an event, a fact that does not require verification in principle. The hypothesis in this situation could be *"if we change the process in some way, it will lead to a change in the conversion level"*. This statement can already be tested. 6. Plan the data collection and evaluation process in advance before launching the test to understand how to evaluate the changes obtained. 7. Do not neglect the delegation of tasks. If you are testing several hypotheses at once, delegate the responsibility for data collection and analysis to other company employees. 8. If the hypothesis was confirmed during the test, then it should be developed more extensively so that it plays out as effectively as possible. 9. You can safely appeal to the experience of other companies when ideas for your own hypotheses run out. You can use your competitors' assumptions or borrow something from companies in other niches. 10. HADI cycles in marketing and business bring great benefit, as they can test anything. This is both a classic new business, a startup, and even the direction of activity of an existing company. It is important to form a hypothesis and carefully go through all four stages of the process in the right order. ## Conclusion The HADI cycle provides product managers with a structured framework to make evidence-based decisions, iterate on product development, and continuously improve their offerings. By formulating hypotheses, taking action, collecting relevant data, and gaining insights, product managers can drive innovation, optimize user experiences, and deliver successful products. 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